Research On The Credit Card Marketing Issues In China’s Commercial Banks

Credit card business, the core of most banks’ retail business, has developeditself to a most highly-valued position. All commercial banks are endeavoringthemselves on the expansion of their share in the credit card market, whichaccordingly stimulates a better improvement of this business. Yet it does taketime for the banks to gain customers’ trust onto a certain credit card. Becausecredit card business is the best revealing form of all the banks’ invisibleservices as well as a good representation of the banks’ brand influence andservice standards, all commercial banks strive for a greater share in the creditcard market which is of significant potential at all cost. Credit cart marketingis sure to become a most strong motive power in our country’s banking businessdevelopment. Therefore, how to ensure the commercial banks to enjoy a steadyconsumer group effectively and constantly has become a project worthy of furtherresearch.My thesis first deals with relative financial theories and the literaturereview as well. Secondly, the current credit card market situation will bediscussed, and then six aspects are specifically analyzed in order to solvecurrent issues in our credit card marking business: cost, promotion, brandpropaganda, market segmentation, service and marketing strategies. Thirdly,renown foreign financial institutions’ experiences will be introduced forhelping improve our understanding of how to do a better credit card business.The thesis is hoped to augment the use of credit cards of the customers andameliorate the overall credit card environment as well as build up a specialand competitive credit card brand and hence enhance the internationalcompetitiveness of our country’s credit card business.