Nanjing Pudong Development Bank Leisure Fiancail Card Mark Eting Strategy Report

With China quicken the pace of finical reform and accession the WTO, foreign investment bank had moved into the Chinese market successively. The China domestic commercial bank had to face the intensely competition and the grand challenge of business environment. In order to achieve the long -term development, commercial bank has explored various off -balance sheet activities as the profit growth point, especially bank card business. Bank card as a composite type financial instrument play the more important role in commercial bank business competition. China has the huge potential business market for bank card development. Therefore, developing bank card business actively become the breach to meet accession WTO and competition from foreign investment bank.This article hereby takes Nanjing Pudong Development Bank for example. In the basic of relevant marketing theory elaborating, suitable development of marketing strategy of leisure banking card combination for Nanjing Pudong Development Bank has been chosen. According to the analysis for leisure banking card by macro environment, industry environment, internal environment, and SWOT, in-depth analyses the market environment and their own situation of Nanjing Pudong Development Bank. Based on this analysis, the principle of strategy selection has been settled, and marketing goals have been determined. The marketing strategy of leisure banking card combination which including differentiated strategy, innovation strategy, marketing strategy, and brand strategy, is determined via the use of marketing theory. Also on this basis, further explore the implementation support and the security measures for marketing strategy of leisure banking card combination, and ultimately achieve the marketing vision programming of leisure banking card for Nanjing Pudong Development Bank.The banking card business is step into the high-speed development period. The future market and business structure will have significant influence to the marketing strategy. In order to achieve the sustainable development, the bank card business would introduce the concept of modern marketing management and fully implement the concept in the same time.