The Marketing Strategy Research Of Health Dragon Card Of China Construction Bank

Bank card market is liberalization and more competitors join the bank card market competition, products and services and more homogeneous, in order to maintain and increase market share,win customer recognition. Construction Bank cooperation with hospitals in product design, service and sales launched the "Health Dragon Card.""Health Dragon Card" brought a very substantial economic benefits to the Construction Bank branch in Gansu Province, stability of some of the customer base at the same time."Health Dragon Card" in the initial implementation has been more obvious effectiveness, but in the marketing process, there are some deficiencies, require in-depth analysis and the corresponding improved method.This paper presented the research background and significance of the article, the main research content and basic methods, throughout the course of used the theory of financial innovation, S.T.P theory, Marketing4ps mix of the theory are described, provides the reliable theory basis for the later analysis. Combine the4PS theory and the S.T.P theory give the marketing the correct application, has analyzed "Health Dragon Card" research and development promoted agent, has made the simple analysis to the present bank card market."Health Dragon Card" while obtains the considerable economic gain to expose all sorts of malpractices which the bankcard market and the management system imperfect brings,"Health Dragon Card" the independent brand’s cognition degree is insufficient, degree of satisfaction indicator system insufficient consummation, cannot reflect the customer promptly demand, marketing channel’s choice too sole, by traditional personnel, counter marketing, drained the partial customer community. Regarding the above insufficiency, through the goal customer determination and the market segmentation, sets up "Health Dragon Card" the brand value leads the service full development, customer relations management games implementation, conformity kinds of channels carry on the marketing, finally provides guarantees "Health Dragon Card" the further promotion by the science reasonable personnel.