Based On China's Credit Card Market Demand, Consumer Behavior Research

Compared with the Western developed countries, where the credit card hasbeen on the development stage of industrialization and internationalization, theuniversal degree and usage environment of credit in our country all exist a bigmargin. Compared with the huge population, the number of credit cards in ourcountry is still very small. Citizen's cognition to credit card business needfurther improved. So the purpose of this thesis is to find out the capacity of thefuture credit card market in our country, and to deal with the current shortage ofdemand, to find out the variables and methods to solve it.First, I did research on the total market demand of the credit card in our country.Beginning with analyzing the various macroscopic economic factors whoinfluent the credit card market, combining the qualitative analysis andsubstantial evidence analysis together, basing with the classic return thought, Ibuilt up the model of the quantity of credit card. With the model, I estimate thefuture capacity: during year 2007 to 2009, the capacity of credit in our countryis 120 million.Second, I analyzed the consumer behavior refer to credit card. Based on theConsumer Behavior Theories in Marketing Management, I induced the factorthat effect consumers whether or not to apply credit card. They are Internalfactor (including mental factor and personal factor) and exterior factor(including cultural factor and social factor).At last, I did integrative analysis according to the result of the research above. Ipointed our that in all the impact factors, mental factor plays an essential role inthe consumers' decision making of whether apply and use the credit card. Asfor this point, banks should firstly enhance their own service's level andstrengthen the construction of the using environment of credit card and theeducation to the consumer. The personal factor belongs to an objective andlimited factor. Banks can take it as the criterion when subdividing the marketand choosing target market. In addition, the second cultural colony in cultural factor can also be used as the criterion. At the meanwhile, it is very valid tomake good use of the related colony in social factor when excavate potentialconsumer. Basing on the above analysis, I put forward suggestions to theexisting problems in the credit card market in our country and the marketexpansion for the coming three years.Tuo Xiaofang (International Trade)Directed by Meng Yuhong...