The Study On The Marketing Strategy Of Credit Card Business On Bank Of HQ In China

With the development of payment method transferring from cash to e-money, China and even the global bank business faces a unique but transient opportunity. How to expand the impact on credit card business in the whole economic fields coming to the core retail value chain in the future in cashless consumer society becomes the crucial factor of HQ bank transition.Based on the currently status of credit card marketing, Firstly, this thesis indicating the interest game pattern among related parties in this area, inner link between cost income and marketing scope, Even the challenge of increasing mobile payment implementation from non-financial institutions cracking current traditional financial institution via Porter’s five forces analyse. Secondly, Analyzed HQ bank credit card service potential development capacity via SWOT, there seems to be a historical opportunity for credit cards extending with the beneficial policy on foreign bank supervision and favorable development. As the first independent issuing credit card business of foreign bank, HQ bank takes advantages of technological innovation and brand service to concentrate on expanding marketing channels, to overcome the impact of market scale and the physical network of Chinese credit card marking, though there is a huge competition from domestic bank. Considering the factors of HQ bank credit card market segmentation, market design and market combination strategy, concluded final implements with four specific aspects starting from production, channel, and promotion till communication.Innovation changes marketing, innovation promotes development. The thesis recommends that combing with Mobile Internet technology prompts credit card business development. Innovation marketing drives HQ bank credit card marketing development, and takes the responsibility of industry expanding.