Bank Of Chengdu Jincheng Debit Cards' Marketing Strategy Retrospect And Prospect

Bank of Chengdu was established in December 30,1996, which is the first city commercial bank in Sichuan Province. By the end of 2010, Bank of Chengdu had 151.187 billion yuan assets,122.475 billion yuan deposits,67.916 billion yuan loan. Bank of Chengdu is the hundreds of billions of assets over the first 14 city commercial banks.Past performance is brilliant, but continued success in the future is even more important. As a major tool for customers, the debit card product itself and its marketing strategy is of great significance to the business. In this paper, the analysis object is in the Jincheng series of marketing tactics, from the discussion of this article to find out the product itself in Bank of Chengdu debit cards and marketing strengths and weaknesses, combined with the actual situation of Chengdu Bank consideration. This paper I hope can be used in practice to promote the bank's business. Firstly This paper describes the history of the debit card business debit card business from scratch and Bank of Chengdu's development situation; and the detailed description of debit card. Then, this paper will review and summarize Bank of Chengdu's marketing strategy, mainly through the price strategy, service strategy, market segmentation strategy, relationship marketing strategy, business and personal business joint marketing strategy, promotion strategy. Compared the use of marketing strategies with other commercial banks we can find out the advantages and shortcomings.Because research in the field of bank cards, mostly concentrated in the credit card business, so the research of city commercial bank debit card appears to be more important. The innovation of this paper is to separate the debit card as a key research direction:Bank of Chengdu's debit cards for analysis. Quantitative and qualitative analysis will combine to make a more comprehensive and in-depth analysis.Because of my limited knowledge, there are a lot less in this paper. I respectfully ask the experts to point out my mistakes. In the future, I will continue to study and enrich myself.