Study On The Credit Card Promotion Strategy Of China Construction Bank Zhengzhou Branch

China ’s credit card industry started lately, although it has obtained the rapiddevelopment, it still existed the deep problems of the development. Especially in theface of domestic and foreign competition intensified, domestic banks how to orderlycompete and effectively deal with the international credit card is a giant challenge. Inthis paper, study on the development status of the Zhengzhou branch of ChinaConstruction Bank, in recognizing the development opportunity at the same time,points out the existing problems and shortcomings, and tries to find out the industrydevelopment of our country’s credit card rules and constraints in the development ofthe bottleneck,and learns from foreign experience,different measures,risk management,improves the appreciation and international cooperation and puts forward somesolutions to the development of China’s credit card industry.Apart from theintroduction and conclusion, is divided into three parts.The first part mainly analyses the China Construction Bank credit cardpromotion environment from external and internal aspects. Through the fundamentalanalysis of the current promotion situation and development trend of the credit cardindustry, the paper explain the present situation of the credit card comprehensively.Itintroduces the credit card series products a, the internal business process frameworkof the bank and analyses in detail the existing marketing strategy: broaden the saleschannels, rich means of sales promotion,market segmentation,marketpositioning,follow up the issuing card strategy.The second part is a comprehensive analysis of the existing problem and reasonanalysis to promote the process of the Construction Bank of China Zhengzhou branch,points out the problems: the lagging of the credit card risk administration,unreasonable credit card fees, the lack of brand advantages, promotion modeinnovation is not enough, the credit card product homogeneity and quality customerloss.The third part is about the promotion measures to the problems of the existingcredit card, puts forward specific measures of improvement. Firstly it introducesforeign bank credit card brand promotion experience;secondly it introduce theimplementation of differentiated promotion measures, that is to carry out the accurate brand positioning, create value for customers, build customer segmentation system;Thirdly it is to strengthen the credit risk management, including risk prevention, riskmanagement, customer business cooperation risk in three aspects; Fourthly is toperfect the value-added service system and innovate the value-added businesscontinually, while reducing the value-added service fee standard, Accurate thepositioning of the customer, and provide the effective service content. Fifthly is totake the international cooperation mode of operation.