A Study On Credit Card Marketing Strategy Of Yueyang Branch, Bank Of China

The Chinese credit card industry had developed for about 10 years, and gained remarkable achievement. Especially in these 2 years, the credit card have already become the focus of compete and emphases of development of native banks because of the native banks' promotion and foreign capital banks' influence.Credit card industry attracts so much attention mainly because that it will bring large profits to a bank comparing to other traditional banking business, no matter at home or abroad. Credit card industry is an industry with a high input, high-risk, high-yield characteristics. Most of the profits of credit card come from the revolving credit interest rate, annual fee. In accordance with the provisions of the People's Bank, overdraft interest rate for credit card is as high as 18.25 percent. In an environment of intensive market competition, only if commercial banks change their outdated operational and business development strategies, introduce modern marketing philosophy and fully adopt the market-oriented, customer-centered and benefit-targeted marketing management, and timely adapt products and services to the changing customer needs and market shares and survive the competition. This paper makes further research on the credit card marketing strategy of Yueyang branch of the Bank of China.This paper first introduces the research background and significance of topics, followed by domestic and foreign research results have been classified summary of research methods finally introduction of this article and writing arrangements. Then the credit card marketing on the basic theory, the definition of credit card and functions, types and characteristics were analyzed. And an overview of the relevant credit card marketing theory, the connotation of credit card marketing, marketing analysis of the different theories, so as to writing an article was to lay a solid theoretical basis. Then the status of credit card marketing and SWOT analysis of Yueyang branch has been posed to analyze the current marketing strategy of the bank card of the strengths, weaknesses, opportunities and threats, in order to further develop and optimize the bank credit card lay the foundation for marketing strategy. Finally, the combination of the above SWOT analysis, through a breakdown of the market for credit cards Bank of China branch yueyang select target markets. And to develop the credit card market development strategy and product portfolio strategy.