Minsheng Bank Credit Card Marketing Strategy Research

Since 1990s, with the sustainable development of national economy and the deepening of financial reform, China has become the fastest growing country in global banking business. The bank card business developed rapidly in China, domestic credit card market is facing a great opportunity for development, thus commercial banks increasingly showing a diversity competition structure. The credit card business of Minsheng Bank in China starts late and the development time is short. In order to deal with existing and upcoming competition and play its full strengths in difficulties, the Minsheng Bank of China need to proceed from the reality, combine with their own advantages to seek and complete a system of marketing strategy that adapts to market competition and self-development. Therefore, it poses important practical significance on the marketing strategy of credit card in Minsheng Bank.In order to realize the credit card operation runs fast, healthy, and sustainable and behaves well among the furious competition, this thesis tries to build up an integrative marketing system that fit for Minsheng Bank.Firstly, we present the background and significance of this paper, describe the characteristics of credit cards and discuss the theory of marketing strategy. Afterwards, analyzing the current development of credit card market in China and Minsheng Bank, then identify the major problems in the development of credit card business marketing of Minsheng Bank. Finally, learn from the experience of credit card marketing in developed countries and combine with the actual situation of Minsheng Bank, therefore put forward concrete proposals on improving the marketing strategy of Minsheng Bank.