China Merchants Bank Credit Card Marketing Strategy Study

With the end of five-year transitional period of WTO, the retail business of Chinese banks have fully opened up to foreign banks, Chinese banks are facing unprecedented competition and challenge than before. Obviously, Chinese credit card industry is in a development stage, a broad market with huge potential has made it become a strategic area for contending . Facing with severed competition from foreign and domestic banks, especially as a commercial bank with the best credit card business and rapid development in china, how to maintain competition advantage has turned to be the most important issue for China Merchant Bank(CMB).This paper starts with the basic Strategic Marketing Theory, on the basis of defining concrete meaning of marketing strategy, it establishes a suitable credit card marketing strategy for China Merchant Bank. It deeply analyses the China Merchant Bank's credit card marketing environment and its basic situation through the analysis of internal and external market environment and SWOT. Based on these analyses, it provides a concrete marketing planning. Marketing target of China Merchant Bank will be ascertained by applying the strategic marketing theory. Brand marketing integration strategy will be made based on the target. It also performs market subdivision and target selection for the targeted market. According to the different objectives of market, it makes a subsidiary marketing strategy for each of them, and completes the credit card marketing planning ultimately. Moreover, it further discusses CMB's marketing strategy of safeguard measures, such as various of marketing mix strategies,marketing resource distribution and budget,establishment of marketing organization,marketing process control.