China's Commercial Banks, Credit Card Marketing Strategy Analysis

In contemporary times, the modern consumer credit card has become an important model, the whole world is popular with a small card payment, credit card over the years to change people's spending habits, learned how to borrow money from the banks ahead of a consumer. At the same time, individual banks at all costs to the tremendous potential for the credit card market. Thus, how to faster, more durable and possess customer groups, the banks have in-depth study on the subject. This paper is the largest market in this environment, the credit card market marketing strategy study.Basically, the credit card to enter the Chinese market with China's reform and opening up at the same time, but subsequently the development of credit cards in China has been lagging behind the pace of China's reform and opening up. From the 1995 Guangdong Development Bank issued China's first real sense of the yuan in line with international standards and international credit cards. 2000 to five years time, the real significance of China's credit card market was beginning to yield, entered the market and the initial start-up phase. 2000 China's accession to the WTO, opening up the face of China's credit card market and the trend of foreign financial institutions to accelerate the potential competition, the major domestic commercial banks have intensified in the credit card business investment, China's credit card market has begun to enter the substantive stage of activation, credit card Marketing strategy is gradually surfaced.Since 2000, with a wide range of credit card popularization of China's commercial banks have been marketing credit cards faster development, but which has also revealed a large number of issues, such as: market segmentation less efficient lead market position not clear, homogenization are serious too much emphasis credit card number and price competitive products, and ignored the inherent quality of the credit card products and the standard of service improved; lack of high-quality financial talents led to less product innovation, and so on. Credit card marketing issues that exist in a lot of sleep lead to the existence of cards, and misuse of the banking sector limited information, human resources and management, forcing commercial banks to continually upgrade management system, increased management costs. But because of the influx of sleep card accounts also involved day-to-day interest, retrieval, tabulated, and enquiries, handling accounts such links, affecting the accounts of other normal trading activity and reduce the efficiency of the banking institutions.In this paper, credit card marketing environment from the start of the process of China's credit card marketing of the existing problems in a bank marketing theory, based on the cost of sales and profitability model and marketing strategy to find the breakthrough point, China's commercial banks to credit card marketing status into chaos analysis, to focus on China's current problems in the credit card marketing through credit card marketing costs and profitability model analysis, at this stage of our country's commercial banks for the marketing mode, characteristics, problems and trends.This paper reveals China's current marketing of credit card issuers in the circulation of the issue, hoping to domestic commercial banks to effectively carry out credit card marketing efforts to improve credit card transaction structure, and increase the trading volume consumer cardholders, in a certain scale and brand advantages, should and the challenge of foreign banks to participate in international competition help.