China Merchants Bank Credit Card Marketing Competition Strategem Study

Shenyang branch of China Merchants Bank (CMB) was founded on June 28th,1994. "A"stock was launched into the market successfully in 2002. and so did "H" stock in Hong Kong in 2006. CMB launched standard two-currency credit On Dec 1st,2002. It occupies credit market of Shenyang rapidly with perfect function and service. The "innovation storm" mode created the "New Realm" of credit card business in China. CMB's credit card scale is the second in Shenyang. But against the competition of the other commercial banks and the foreign banks, it is necessary to study the Shenyang branch of CMB's business operation issues, and how to develop and retain good clients. It is valuable to analyze the chances and challenge faced, and study the credit card's Marketing Competition Pactic in such a special city.As this background, this article analyzes the credit card's market station, and its chances and challenges through SWOT, points the competitors' station and reactivity mode, enumerates the credit card's advantages and inferior position, studies its marketing competition pactic and concludes that the bank has to strengthen the management to improve the ability to achieve profits, deal with credit card to protect their market share, innovation to improve the share, and challenge the leading station.This article totally is divided into six chapters. The first part is preface part, which proceeds to describe these problems research methods and thesis construction. The second part is theory, which introduces correlative theories used in this article. The third part is SWOT analysis, which analyzes the state holding commercial banks SWOT. It points out the advantage, disadvantage, chances and challenge. The forth is competitor analysis, which studies the competitor. The fifth part is marketing competition strategy, which indicates the Shenyang branch of CMB's pactic and set up CMB's credit card market competition stratagem. The sixth part is conclusion, which summarizes the whole text and definitizes ulterior the development direction of the credit card Shenyang branch of CMB.