Marketing Research For The Credit Card Of Commercial Bank

With the fast , steady and healthy development of our country's economy, the level of people's consumption is raising, also they require more and more financial service . More people have accepted the change in the way of the payment from cash to credit card. All of these established a good base for the development of credit card. In June 1985, Zhuhai branch, Bank of China issued the first credit card—zhongyin card. But this card is not the truly credit card, if the cardholder want to pay the bill with overdraft, they must deposit some money in the card-a shot in the locker. Until March 1995, Guangdong Development Bank issued the first credit card-guangfa visa credit card. Up to the present, there are 19 commercial banks issued credit card in our country. In the aspect of the number, it added to 33.08 million. During the first three months in 2005, the balance of the credit card's overdraft is 9.367 billion, accounting for 0.45% of the total consumption credit, 7.45% of the short time consumption credit. All of these numbers show that credit card has been one of the main ways of individual consumption. As the business of credit card has been the one which can bring high profit for the banks, every bank pays more attention to the marketing of the credit card. But the result is not very well. Which because the effort for the marketing is not enough, lack of innovation in the product and the channel for marketing is narrow. The most important is too much comparabilities in the service provided by the banks, so the clients can't distinguish the products. The market of credit card in our country is full of fury competition and is not mature .The banks not only have to face the native competition, but also foreign banks with abundant capital. So it is necessary to discuss how should our commercial banks market the credit card, accelerate the development of the credit card marketing. Which is very important to advance the ability of the competition and raise the economic benefit. This article introduces the basic knowledge of the marketing of credit card, analyses the actuality of the market, and use the experience of foreign countries for reference to improve the marketing of credit card .