Credit Card Marketing Strategy Optimization Research Of Construction Bank Zhanjiang Branch

Credit card enters China at the end of70’s, although starting late, the rate of expansion in China was breathtaking, especially from2003to2007, the volume of credit card issuance appeared"blowout" growth, with an average annual growth rate of80%, what a geometric growth! From the beginning of2009, the growth began to slowdown, tend to a reason and stable development trend but still maintain an average annual growth of30%.All banks are aware of the credit card business has huge market potential and big profit space, each shows special prowess to seize the market in succession. Zhanjiang Construction Bank seized the opportunity of great progress during the past few years, has made certain result. But as the industry development space slowdown, the credit card business of Zhanjiang Construction Bank experienced development "bottleneck", such as market fractionize is insufficient, product function is single, marketing channel is narrow, marketing mode is simple and services do not reach the designated position and so on, all these restrict the promotion of credit card business. How to optimize the marketing strategy in sight of the existing problems, to realize the issuing scale and issuing quality developing at the same pace, is the key to breakthrough the bottleneck of development, achieving significant development.Based on the collection of information and data of the Zhanjiang Construction Bank credit card business, with market investigation, the article combines the Zhanjiang market environment, analyzes the marketing present situation and the existing problems in the marketing strategy, at last put forwards five aspects of the credit card marketing strategy optimization countermeasures, including scientific subdivision market, riching product function, expanding marketing channels, trying new marketing model and improving the service system. Through researching this topic, the article hopes to provide constructive optimization countermeasures for the development of Zhanjiang Construction Bank credit card marketing from the angle of long-term, promoting Zhanjiang Construction Bank Credit card business develop continuously, healthy and rapidly.