Analysis Of The Customers Segmentation And Marketing Strategy For Credit Cards Based On Driver Model

Along with the constant development of the credit card market in our country, the competition with the credit card business among commercial banks has become more intensive. In order to seize more credit card market and gain more profit, the commercial banks should focus on the customer market segmentation, and make more effective marketing strategies according to its character, and thus to explore the needs of customers effectively and provide different services for customers.On the base of the market segmentation theories, this paper analyzes the present situation of credit card market segmentation and the marketing strategies. Then, according to the problems that they face, we think that the key point is the commercial banks haven't considered whether the goal communities are willing to accept and to use the credit card and how much profit it brings for banks themselves actually. In all, based on the questions above, this article discusses the necessary of credit card market segmentation, and with the base on the theory of marketing segmentation and promotion, it proposes the segmentation marketing integration actuation driver model. And from the dimensions of scale, value and acceptance of customers, it discusses the credit card market segmentation and its modifying variables. Then, using the method of SPSS, we carry on a series analyses to the data and confirm the validity and the rationality of the model and thus based on this propose differential marketing strategies of product, price, service, and promotion following the segmentation of the customers and so on.