Promotion Strategy Research For The Credit Card Of Bank Of Communications High-tech Zone Branch

In recent years, the credit card of the high-risk, high-return industry increasingly favored by the commercial banks, the credit card business has become the focus of the current banking competition. Bank of Communications Pacific Credit Card Center, founded in2004, with the advantages of international HSBC, plus localization initially established an international management mode, by shaping the "Chinese people’s Global Card" brand image, successfully opened the market and gradually industry accounted leading ranks. Bank of Communications High-tech Zone Branch is located in High-tech Zone,Lanzhou City, Gansu Province, abundant customer resources, market prospects, are actively developing the credit card business. However, the credit card promotion, High-tech Zone Branch is more of clinging to the old banking promotional model, and not targeted to open up the market in accordance with the characteristics of a credit card, the credit card market has grown along with the continuous development of business, gradually revealed many problems.This paper is divided into five parts. The first part, mainly on the research background, significance of Bank of Communications High-tech Zone Branch Credit Card promotion strategy, research ideas and research methods used to follow. The second part, a financial promotion theoretical overview section, first performed on promotional marketing and finance definition, followed by a clear financial sales promotion and financial promotion steps. The third part introduces current development the Bank of Communications High-tech Zone Branch credit card business, followed by in-depth analysis of the existing High-tech Zone Branch of a credit card promotion strategy, marketing strategy and pointed out the problems, and finally explore the causes of problems promotional strategies. The fourth part is the text of the focus and core. On the basis of the causes of the current problems in marketing strategy and the problems of analysis, through a combination of theory and learn from other financial promotion issuer successful promotion experience, the corresponding marketing strategy recommendations for improvement. Including active promotion, improved promotion targeted; innovative marketing channels, using a variety of marketing channels; emphasis on program design, improve marketing programs. The fifth part, the basis of the text of the previous analysis, combined with the actual promotional environment of the Bank of Communications High-tech Zone Branch and its own characteristics, proposed supporting measures needed to implement marketing strategies.