The Study On Marketing In Banking Card Business Of Bank Of China ChongQing Branch

With the further opening up of financial markets, the rapid development of capital markets, the increasingly intensified inter-bank competition and, with China's accession into WTO, the rushing-in of foreign-capital banks, China's financial markets are shifting gradually from sellers market to buyers market and the operational environments of commercial banks are undergoing profound changes. In an environment of intensive market competition, only if commercial banks change their outdated operational and business development strategies, introduce modern marketing philosophy and fully adopt the market-oriented, customer-centered and benefit-targeted marketing management, and timely adapt products and services to the changing customer needs and market shares and survive the competition. Set up the marketing idea and mechanism in conformity with modern commercial bank. Fully utilize the scientific marketing tactics to work.Chapter first to second: Study the marketing theory of commercial bank, Including the development trend and the general concept of commercial bank market administration, marketing idea of the commercial bank marketing (goal markets, need at customers, combine marketings and profit ability), development courses and marketing the innovations of theorieses. Recommending customers to be satisfied with the theory, the difference strategy of market of the goal, the development made up in marketing.Chapter third: Competent banking card marketing environmental analyses in the Chong Qing, Analysed the competitive strategy of the commercial bank's banking card in Chong Qing, use SWOT method to carry on the advantage, inferior strength , Question and reason that exist in the marketing of the banking card.Five, Six chapters: The marketing tactics of Banking Card. Commercial bank should establish " regard customer as in the center , regard market as the direction". Strengthen the brand image of banking Card, improves excellent service standard. On the basis of adhering to 2/8 principles, develop customer's marketing of the goal pointedly, Fully utilize marketing resources, combine marketing, turn the resource advantage into productivity. Combining Brands tacticses, innovative tacticses, market segmentses, 7PS of key element of marketing,( products, price, place, promotion, peoples, physical evidence,process ), Explain how about make up and implement marketing tactics through marketing key element, Give full play to the whole advantage , expand the business of Banking Card, improve market share, Make the good result. And propose strengthenning the measure and suggestion of the competitiveness of Banking Card further.This text is studied with the marketing, the currency finance theories, carry on the discussion in theory to the marketing of the financial product, Regarding modern commercial bank's banking card , link closely the era background of entering the WTO at present, It is analysed that the market changes with the customer's demand, probe the marketing tactics of the banking card of commercial bank , Expound the basic content and direction of the marketing strategy of commercial bank . 7 PS while using SWOT analytical method to carry on the advantage and inferior strength of the credit card business ,Have explained that the market segments, goal customer, tactics of the brand, the innovative tactics, marketing key element of the products of Banking Card are made up , feasibility assessment and market are reciprocated etc.. For strengthenning the core competitivenesseses of banking card, propose the suggestions of effectiveness.