Research On The Marketing Strategy Of The Credit Card Business Of Minsheng Bank

In recent years, the commercial banks have set up the credit card center with the rapid development of the credit card business. It promotes the development of the credit card business. But seemingly array of credit card market, it cannot escape the homogeneity of the location. Most of the commercial bank’s credit card types mostly include business, female card, catering, shopping and so on. The total credit card category is not more than twenty.However, the credit card center of the commercial banks target positioning to the high-end crowd. It undoubtedly gives Minsheng Bank to a big impact. The promotional tools that most of the banks take are not innovation. Commercial banks, without exception, take the credit card promotion enjoy preferential activities. In order to occupy a larger market share and to allow users to use more frequently used credit cards, the most common strategy among banks is the price war. The characteristics of the business are not much. In fact, the competition of the credit card business among the banks is not just in number. If Minsheng Bank wants to win in the fierce market competition, it needs to change their marketing strategy.This paper takes the Minsheng Bank as research object. It mainly uses literature research, case analysis, interview method, PEST analysis and other research methods to explore the existing problems of the credit card business marketing strategy, to analyze its credit card marketing environment, and to provide a reasonable marketing strategy for optimize the credit card business. To put forward the more scientific and reasonable suggestions, the paper mainly includes six parts. The first part is the introduction. It introduces the paper’s research background and significance, literature review at home and abroad, research purpose and methods, and technical route. The second part is the theoretical foundation. It introduces the related theory of marketing strategy of credit card.The third part mainly introduces the status of the development and marketing strategy of credit card of Minsheng Bank, including development process and operating situation, the situation and the problems of the marketing strategy. The forth part mainly analyzes the marketing environment of the credit card of Minsheng Bank, including the analysis of the market competition, macro competition and the demand environment. The fifth part is to improve the marketing strategy of Minsheng Ban. The sixth part is mainly provides the security measures including personnel, business processes, corporate culture and othersecurity and others for the marketing strategy. The seventh part is the conclusion of the paper, summarized the research results.The paper takes Minsheng Bank as the specific research object. The thesis has formulated a scientific and reasonable marketing strategy on the basis of its specific environmental analysis, which is a supplement and perfection to the theory and case study of the credit card business marketing strategy. It has important theoretical significance. At the same time, it is also beneficial to improve the competitiveness of the credit card business of Minsheng Bank, is helpful to promote the development of Minsheng Bank, and is beneficial to the development of commercial bank’s credit card business marketing strategy. It has important practical significance.