Analysis On Marketing Strategy And Development Strategy Of Credit Card

As early as 1985, in our country due to the Bank of China Zhuhai Branch issued the first credit card, marking the start of China’s credit card business, and in the background under the reform and opening up, the rapid development of national economy, the credit card business and the major banks issuance of credit cards is also very rapid development. According to data released by the Bank of China, by the end of 2013, the number of credit card issuance, the cumulative breaking the 430 million, from the amount of annual consumption point of view, this 430 million credit cards reached 13 trillion. Moreover, according to "China’s credit card industry Blue Book" statistical data show that as of the end of 2014, issuance of credit cards totaled 530 million, the amount of annual transactions of 16 trillion yuan, based on the increase in 2013 by more than 28%.However, with the development of the credit card, "intense" competition in the financial market has become a trend, all commercial banks that issue credit cards in order to achieve better results, it is necessary to optimize the management tools, innovative marketing strategies and strengthen research and development of marketing strategies. But the current situation of a credit card, credit card marketing China’s commercial banks have many problems very prominent, such as:credit card issuance in already saturated, we have to develop new markets should be how to change the marketing strategy? 2013 began, with the impact of the rise of micro-channel 2013-pass and balances Po and other financial markets and market managers of these banks will be how to deal with? Managers of commercial banks, currently the subject to be addressed is how to seize more market share?This paper introduces the outline of commercial bank credit, the concept of credit cards, credit card development process of China’s commercial banks, domestic and foreign literature review, literature review and this paper was to investigate the issue of proposed research background, significance, research design; secondly country The main problem of commercial bank credit card business development conducted in-depth research. On the one hand there is a lot of sleep from the card, there is a low efficiency, small scale business credit card, credit card acceptance environment analysis marketing status narrow, marketing and other aspects; the other hand, the threat of foreign banks to the credit card business, credit card business has a single business types, the risk of credit card operations there, a little marketing communication channels narrow, and several other aspects; paper Zhejiang joint-stock commercial bank credit card business development, the problems in depth research on XX Bank Zhejiang Branch of credit card marketing face microscopic and macroscopic Environmental and marketing environment is analyzed, explained the impact of third-party internet financial company’s online financial services to XX Bank Hangzhou Branch market development; through SWOT method advantage of XX Bank Zhejiang Branch of credit card marketing, weaknesses, opportunities and risks comprehensive analysis. In a specific study, and Taiwan, Japan and other overseas bank credit card marketing strategy compared absorb some good experience. Finally, improving XX Bank Hangzhou Branch of credit card marketing strategy suggestions on the basis of the above research.