Chinese Commercial Bank Credit Card Brand Strategy Research

With the continuous improvement of economic level, Chinese consumers create new demands of personal financial services. Credit card other than cash has become a new major monetary form, entering into more and more people's daily life. In recent years, the competition among the commercial banks for the credit card users goes much fiercer, and each bank wants to share a slice of profit in the lucrative business. Thus we see the negative effect of a large scale of"enclosure":"death card","dormant card"in the exact proportion to the increase of credit card issuers, frequent malicious overdraft phenomenon, some consumers lack of proper use of the credit card reduced to"card slave"……The credit card industry in China now is facing a new round of revolution and transformation.Brand– as the competitive power that each industry lives on during the commodity surplus era, has begun to enter Chinese credit card industry. From the macro perspective, the brand building has a great impact on regulation and maturity of Chinese credit card industry. From the realistic significance, a good brand image can be a powerful weapon to break through the siege in a strong competition. However, the brand management of credit card in Chinese market is just groping and exploring in practice, which is lack of potent theoretical basis and reference standard. This paper by means of scientific research methods, combined with the particularity of credit card products, attempts to provide some personal opinions about the brand strategy of credit cards in Chinese market.This paper is divided into four parts. In the introduction section, the author first states some basic knowledge of credit card in order to develop the following research paper. Then in the second section, the environment of Chinese credit card market is analyzed. The third section states the relevant brand theory, also analyzes and compares the brand management behavior in the major credit card issuers. At last, the author provides some referential significance for the brand of Chinese credit card.