China Banking Credit Card Service Marketing Strategy

Facing with the acceleration of the opening trend of Chinese credit card market and competition from foreign financial institutions, domestic commercial banks have increased their inputs in the credit card business. Although China has achieved a rapid and orderly development of the credit card, domestic banks generally focus on issuing new cards at present, and even ignore the services enhancement and brand building. This paper aims at using relevant service marketing theory, analyzing the marketing environment of credit card issued by Bank of China, and figuring out the opportunities and challenges of its credit card products. Then, it takes Shanghai branch as an example to analyze the marketing position of its target market. Finally, it proposes possible strategies and suggestions of improving the services marketing of its credit card.Due to the increasingly market competition and continuous changes in customers’ demands, credit cards of commercial bank is encountering the fiercest transformations of business model.As a domestic bank with long history, BOC has gained advantages of management idea, financial resources, network layout and other aspects. Meanwhile, it also wins effective support from the government and economic growth, with abundant opportunities.Therefore, we must seize the opportunities to improve the marketing strategy of credit cards, and become the business leader.