Credit Card Marketing Strategy Based On Customer Satisfaction Perspective, China Merchants Bank Xx Branch Study

With the continuous development of China banking sector reform, t he gradually enhancement of the four major state-owned banks'commer cial nature and the increasing number of new commercial banks, the wh ole commercial banks have shown an increasingly diverse pattern of co mpetition after accessing to WTO causing more and more foreign banks entering China. In this context, customers become the bank's most valua ble asset and the most important source of profits. Thus, a firm customer relationship is one of the bank's strong competitive advantages. A firm c ustomer relationship is the key to achieve long-term customer satisfactio n. Therefore, how to improve the customer satisfaction becomes the focu s of banks.This paper analyzes the status of credit card marketing of China Merchants Bank XX Branch, and then carries out SWOT analysis and customer satisfaction surveys of credit card business. In the end, using scientific method analyzes reliability, validity, and factor and customer satisfaction. Aiming at research results, this paper discusses the future strategy of improving credit's customer satisfaction of China Merchants Bank XX Branch. It proposes a number of specific measures, such as strengthening human resources management, improving professional quality of employees, actively carrying out innovative products and services and reasonably planning network building in order to improve customer satisfaction and thus enhance the core competitiveness of China Merchants Bank.