Commercial Bank Joint Credit Card Marketing Strategy Research

Co-brand credit card belongs to the indispensible featured products in the credit card market. In the ever more vehemently competitive credit card market, co-brand credit card has become an effective way for commercial banks to explore market space, expand customer scale, fractionize customers, improve customer's loyalty and satisfaction and strengthen the credit card business earning power. Whereas, along with the speedy development of the co- brand credit card business, many problems have shown up, which seriously block its healthy further development. In the purpose of exploring the co-brand credit card marketing strategy and methods, based on the marketing theories of customer value and brand union, this thesis analyzes and studies in details the market competition environment for China Merchants Bank co-brand credit card, and the present and future market strategy, hoping to offer some ideas and references for the domestic commercial banks co-brand business development.After an analysis and study of the various specific cases from China Merchants Bank, the thesis has come to the following conclusion in two points:First, for commercial banks which are expecting greater commercial value from co-brand credit card business, it is most important to pay more attention to customer value, since only with a better work in exploring, orientating, creating and transferring customer value, can commercial banks obtain a significant success in co-brand credit card business.Secondly, in concerning a joint strategy for co-brand credit card, an active and cautious attitude should be taken; in the same time of integrating various social sources, we must try the best to fulfill a realization of mutual values. Only in this way, can we create more diversified values.This thesis reckons that before commercial banks realize a three way winning result among the commercial banks, the partners and the customers in co-brand credit card business, the above two points must be achieved.