A Study On Marketing Strategy Of Agricultural Bank Of China

Agricultural Bank of China is a traditional four large commercial banks. As early as 1991, the Agricultural Bank of China issued the first credit card, as the first one to open a bank credit card business. Since 2003, due to rapid economic development and improving people's lives, the credit card market in China entered a new period of development. However, due to the lack of marketing strategy and tactics, the Agricultural Bank credit card market less competitive, in the same industry in a backward position. The purpose of this study, is through systematic study of the Agricultural Bank credit card business, to establish a marketing strategy for the system.In this paper, the author using the theory and method of credit card marketing, application management consumer behavior, marketing, economics and other related theories, by using data analysis, comparison and summarizes, analysis the credit card marketing environment, marketing problems and causes of the Agricultural Bank. Meanwhile, combine the marketing situation, using the SWOT analysis to assess the competitive position and business strategy in the credit card market of the Agricultural Bank. Finally, the use of modern marketing management theory, from the marketing objectives, market positioning, marketing mix, service promotion, protection measures, the proposed Agricultural Bank credit card marketing strategy recommendations.In short, this article tries to build China's agriculture bank credit card marketing, a relatively complete system of practical strategies, and its related concepts and research methods not only for agricultural banks, other commercial banks are also available for reference.