The Study On Marketing Strategy Of Bank Of China Shaanxi Branch In Credit Card Business

Since 1990s, the competition among the commercial bank colony has been pluralistic. Each commercial bank fully realizes the necessity of business transformation under the strategies for sustenance and development. To develop credit card business is the strategic option for realizing the transformation of commercial bank. As the first bank card issuer, credit card business in Bank of China Shaanxi Branch just belongs to the third rank. The transition from passive sails to active marketing is the necessity of developing credit card business.Based on marketing theories, drawing on the experience of practice of the commercial banks at home and abroad, it analyses the marketing environment that affecting the credit card business of Bank of China Shaanxi Branch. It sums up the strengths and weaknesses, threat and opportunities, provides full foundation for formulating credit card marketing strategy of Bank of China Shaanxi Branch.On the base of the above mentioned analyses and research, this paper bring forward the market strategy objective and market subdivision, and concentrates on researching five marketing strategies accommodating to the development of credit card business to Bank of China Shaanxi Branch. To guarantee the proper apply with these strategies, this paper further brings forward several new measures and suggestions in carrying out credit card business to Bank of China Shaanxi Branch.The studying result has the direct guiding function for Bank of China Shaanxi Branch to developing their credit card business. Meanwhile, the studying thought and content has the reference value for other commercial bank in some degree.