| Credit card business is the modern commercial bank is the most important one of the intermediate business of banking in the United States, almost half of the country’s retail business, and China in the future lOyears will be the world’s largest credit card market. The Bank of China as one of the four major state-owned banks, in the financial field in our country has the irreplaceable role, always in the leading position of bank business. However, the Bank of China credit card business and did not obtain its financial market position matching performance.This paper from the marketing theory, introduced the foreign and domestic marketing theory development process, and mainly introduces the research status of credit card business, the research has laid a theoretical basis. The third chapter from the M branch of Bank of China itself has thorough research, from the macro environment of M branch of the marketing environment is analyzed, and the use of the SWOT model analysis of M branch is faced with advantages and disadvantages, opportunities, threats, but also focus on the M branch of the marketing strategy of the current situation. From the above analysis that M branch in the credit card marketing strategy existing problems, for marketing innovation strategy research lay the foundation of.The fourth chapter is the central link, the first accurate positioning of the M branch of the credit card marketing target, followed in target localization based on market segmentation, and then according to the theory of4P M branch of the credit card marketing strategy design, and to the credit card risk management link link and the optimization design. Finally, this paper also on the credit card marketing strategy for the implementation of supporting measures for the detailed design, including the perfect incentive mechanism, perfect credit evaluation system, create a good environment, speed up the database construction and strengthen the credit card business talents. |
PDF Full Text Request