Credit Card Marketing Strategy Research

Since 2000, the credit card market has been developing rapidly. The developmentof the credit card meets the needs of the development of the people's way of life andthe consumption level. It is the outcome when the social economy develops to acertain phase and is the evident trend when the Chinese finance develops towardmodernization and internationalization. To research the marketing strategy of thecredit card is the premise and the basis of understanding the competitive developingtrend of the credit card market, grasping the developing law of the credit card market,and improving the competitive superiority of the enterprise.Under the background of working in the financial settling unit, with the personalexperiences of all the services of the credit card, and on the basis of reading a largenumber of materials, the author employs the method of combining the theory with thepractice in order to make a comprehensive analysis of the marketing strategy of thecredit card. First we should understand the basic operating trial of the credit card andthe developing conditions at home and abroad;second on the basis of the analysis ofthe macro and micro environment we should carry out the research into the marketsegmentation of the credit card;and then from the two aspects of the marketing channeland the strategy of the sales promotion, we comprehensively research the 4PSimportant elements of the credit card (The 4PS are product, price, place andpromotion.)Concerning the sales promotion strategy of the product, the analysis of themarketing strategy is conducted from three aspects—the price strategy, thevalue-added service strategy and the product strategy.In the last chapter of the article, the author, from the perspective of the customerlifetime value, analyzes the lifelong value brought to the bank which issues the creditcard by the credit card holder and expounds the importance of the sales promotionaction with the starting point of developing customer lifetime value.From the analyzing research of the marketing strategy of the credit card, we canget the following enlightenments. The formulation of the sales strategy of the creditcard is on the bases of conducting in-depth analysis of the market and being clearabout the target market. The competitive superiority of the market is on the basis ofcustomer lifetime value. When carrying out different, characteristic, flexible andvarious sales tactics, we can stabilize the market, enlarge the market share and gainmore benefits.