Loudi Branch Of Agricultural Bank Of China Credit Card Marketing Strategy Research

Agricultural Bank of China (ABC) Loudi Branch has operated creditcard since 1994. But the inefficient marketing systems blocked thedevelopment of credit card operation, as well as heightened the risks.Nowadays, the prospect for the credit card market seems promising, thecredit card is becoming the hottest business for commercial bank .In orderto realize the credit card operation runs fast, healthy, and sustainable andbehaves well among the furious competition, this thesis tries to build upan integrative marketing system that fit for ABC Loudi branch.The thesis drew successful marketing theory and methods fromhome and abroad, employed the theories of management, consumerbehavior, marketing, economics and etc., emphasized on analyzing theproblems and reasons for the problems exist in current credit cardmarketing environment and marketing process according to deal with thestatistics through the method of analysis, compare, and induction.Moreover, the thesis also used modem marketing theory as reference,combined theory with practice, and provided a feasible strategies forextending credit card operation from the perspectives of marketsegmentation, market mix, internal management, environmental service,risk management and etc.In conclusion, this thesis tries to construct an integrative and practical strategic system. And this result not only fits for inner area asLoudi but other developed cities, as well as not only suits AgriculturalBank of China but other commercial banks.