Research On The Design Of High-end Credit Card Products For Commercial Banks

Due to the booming of Chinese economy in recent years, the financial industry, without doubt, has become the biggest winner, which has been developing the most rapidly. Personal financial business will accelerate its expanding and renovating on the arrival of consuming-based economy.The fast development of the personal financial business, in addition to the rapid growth of credit card industry, has made high-end client relationship management a core business of various banks. Credit card business has attracted enormous effort. Questions such as how to build a high-end product system with Chinese characteristics, how to optimize product infrastructure and high-end client management, how to achieve long term value of credit card business and enterprises, become emerging research topics in finance.Based on the value of high-end credit card products is investigated in this paper. It plays a vital role in exploring high-end client resource to win the competition in the future. The design principle and procedures of high-end credit card products is also analyzed, in the basis of the Product theory and the positioning theory in marketing, as well as the survey from the China Merchants Bank on the target consumers and the platinum card users.This paper discusses the significance and methods of designing for high-end credit card products. The innovative content, objective method and abundant data source can provide valuable reference for decision makers in the financial sector.