The Analysis In Credit Card Marketing Strategy Of Construction Bank In Jilin Province

In recent years, the economy of China has been rapid and healthy development.Our national income situation and the level of consumption has also been a generalimprovement, also inevitably lead to an overall increase in demand for personalbanking services, people’s consumption concept has undergone tremendoustransformation, people the consumer billing tool also experienced multiple changes:paper money from food stamps, the oil in the eighties and nineties votes, captive,after the mid-1990s to the present, has been basically hands of one or more debit card,experience just more than20years before, people are slowly beginning to accept thecash settlement to this change in the pattern of payment card settlement, thesechanges for the credit card has laid a good foundation for the development of ourcountry. With20years of history in China’s credit card market has been since the firstcredit card issued by the Bank of China Zhuhai Branch since1985"Silver", but thenthe credit card can only be regarded as quasi-credit cards. Since2000, domesticcommercial banks really ushered in the credit card card-issuing the climax. Up to now,China has more than30commercial banks issue credit cards, credit card volumereached270million in the fourth quarter of2011, the RMB credit card overdraftbalance of about20billion yuan, accounting for21%of the residents of short-termconsumer loans, the series data, credit cards have become one of the personalconsumption loans.In the coming next10years will be the world’s largest credit card market, is one of the foreign banks to enter the battleground of the RMB business in2006after acomprehensive. As we Construction Bank, for example, have been vigorouslymarketing their own credit card, but the effect is not satisfactory, the domestic banksin terms of facing the social credit system, or in the level of operating mechanisms,business philosophy, marketing tool, with the developed The countries have a big gapcompared. The main reason is the marketing concept is not advanced enough, lack ofmarketing experience, the refinement of the market is not accurate enough, notefficient, clear credit card positioning in the market is not enough; doing business intoo much attention to the number of card issuers while ignoring the inherent qualityof the credit card and external service quality. And because of the lack of professionalmarketing team, resulting in commercial banks can not be provided for differentcustomers poor service change, often simply try to provide a similar or even identicalservices, so that you can not distinguish between commercial banks, credit cardproducts enable customers. The province’s commercial bank’s credit card business isstill in its infancy, is not mature enough, not competitive, and with the opening up ofChina’s financial markets footsteps, the province’s commercial banks also need toface more and more with strong Capital competitiveness of foreign banks. Therefore,to speed up the development of Construction Bank credit card marketing, has greatsignificance to improve our market competitiveness and economic benefits. Thisarticle only bank credit card marketing angle start to explore suitable marketingenvironment for banks credit card marketing. This paper uses a multidisciplinarymanagement, marketing, and operations research analysis of credit card marketing.With the changing times, the credit card business is gradually become China’scommercial banks are highly valued higher and middle income individuals retailbusiness. I Construction Bank, for example, has never stopped the pace of the development of the credit card business, but due to a lack of product innovation,marketing channel is not wide enough, and did not receive satisfactory results. Andlack of brand benefit, does not establish a distinctive brand features, and can not makecustomers each accurately distinguish between commercial banks, credit cardproducts. So if you want the upper hand in the war of this credit card marketing,increase our market competitiveness and economic efficiency has great significance.This paper is divided into four parts, first introduced the basic situation of China’scommercial banks credit card marketing with the existing strategy, secondly IConstruction Bank credit card marketing, marketing strategy, marketing concepts,marketing strategies combination card environment, personnel training and otheraspects put forward their own views on how to promote the development of theprovince to build more line credit card marketing. I hope I Construction Bankeffective credit card marketing efforts, improve the structure of credit cardtransactions, to improve cardholder consumer trading volume, formed a certain scaleand brand advantages, helpful response to the challenge of foreign banks and toparticipate in international competition.