Co-branded Credit Card Marketing Strategy Study Of China Guangfa Bank

With the rise of Chinese urban middle-class consumers, the field of personal financialservices will be in the new profit opportunities. In recent years, China’s credit card businessis in the high speed development trend. By the end of2012, the new issuance Chinesecredit card up to46million. It is fact that，Chinese last year’s consumption, nearly half ofthe trade is paid by credit card.By the end of2013, China Guangfa Bank have about28million’s credit card. For morethan20years, China Guangfa Bank has had the courage for innovation and dared to be theforerunner in new businesses, creating a lot of Firsts in various businesses. For instance,the first bank to engage in mortgage lending; the first joint stock commercial banks toengage in offshore business; the first domestic bank to launch credit card that featuresconsumption before repayment; the first bank to launch USD and HKD credit card, makingGuangfa credit card an internationally active card; the first bank to implement nationwidedeposits and withdrawals; the first bank to launch replaceable chattel pledge business; thefirst bank to offer corporate financial advisory service and the first bank to engage inlending backed by export tax rebate, etc.This article analyse the China Guangfa Bank co-branded credit card’s marketing strategy.Firstly, outline the general situation of credit card’s development status and Guangfaindustry credit card business. Secondly, based on the China Guangfa Bank co-brandedcredit card marketing strategy’s analysis and research, summarize how the credit cardmarketing strategy can be successfully. At last, put forward the basic countermeasures andsuggestions to credit card marketing strategy and different industry alliance strategy.