Agricultural Bank Of China Branches In Changchun City Credit Card Marketing Strategy Research

As people living standard rise, credit card is no longer high-end businesspeople to patent, have gradually penetration to people living, and in theconsumer play more and more important role. At present consumption hasbecome an important engine of China’s economic growth, including theconsumption of the residents future growth within a period of time will be thedevelopment of the Chinese economy core power, China is to constantly improvethe economic structure of the important basis. And as China’s consumptionmodel of transformation and the rapid expansion of consumption demand, thecurrent urgently need to speed up the construct and perfect the consumer creditservice system, improve consumer credit supply capacity. Credit card inconsumer credit has the unique effect, vigorously develop by credit cardconsumption, as a representative of the consumer credit business will become theimportant measures to promote the consumption growth. Credit card as a highinvestment, high risk, high return business, has caused more and more attentionof the Banks. Houses in this area have commercial bank to hairpin, in order toexpand the market share.In2009, the agricultural bank of China after the success of the shareholdingsystem, and in2010in Shanghai, Hong Kong has successfully listed after, isexpanding middle business income proportion, to develop their personal retailbusiness market, achieve maximize shareholder rights, credit card business topay high attention to it, actively participate in the development of the credit cardbusiness areas. However, due to the years planning system model of ideas exist,in the development of the credit card business marketing strategy in the not clear,marketing strategy not specific, lead to agricultural bank credit card business inthe market in a disadvantage. In this paper, the purpose is to the agriculturalbank credit card business marketing management puts forward a systematic marketing strategy system, in order to adapt to the rules of the development ofthe credit card business.This paper, from the marketing management to the theoretical analysis, andthrough the analysis and comparison of the summary and the method, theanalysis of the present stage of agriculture bank changchun branch marketingmanagement present situation, and proposed the marketing the problemsexisting in the management. Combining the current situation of marketing,through the application of PEST, SWOT analysis method, the agriculture bankchangchun branch in the market competition environment to carry on thedetailed analysis, and formulated a marketing strategy. Then, according to themarketing management theory from the marketing target market segmentation,target market position thinning, put forward the integrated marketing strategyof solutions, and analyzes in detail the connotation of the comprehensive andintegrated marketing strategy, make detailed marketing strategy method. Finally,and to the realization of the marketing strategy and performance evaluation putforward new supporting measures.All in all, this paper tries to changchun for agriculture bank branch creditcard marketing management puts forward a set of relatively complete, thefeasible marketing strategy system, make the agriculture bank changchunbranch in credit card business areas can is in the lead.