The Marketing Strategic Research On The Credit Card Of ZX Bank

With the rapid economic development and the continuous improvement of thedomestic financial system, the financial liberalization has gained increasing growth,accompanied with the diversity of the credit cards of commercial banks in productsand services. This fully meets the new needs of the public on the innovation of thebank service, thus acting as an important driving force to personal credibility, socialconsumption and industry development. As an essential part of the retail andintermediary business of the commercial banks, the credit card not only serves as theeffective tool to attract new customers, but also brings tangible benefits to the bankwith its diverse and flexible marketing. As a result, every individual commercialbank is paying more and more emphasis on the development of the credit cardbusiness. Our country is becoming the most promising country in bank cardindustry.The author took the financial institution, ZX Bank, where he is serving now asthe prototype and made an analysis on the macroscopic and internal environment ofdomestic credit card with both Chinese and Western marketing theories. Based onthe marketing status quo of the credit card business of ZX Bank, I carried out aninternal and external evaluation matrix as well as an SWOT analysis and pointed outthat the marketing of credit card business now stays in the stage of development andcultivation. Human, materialistic and financial resources should be centralized tohold tightly the target market in order to implement differentiated marketingstrategies and make an active exploration of the market in some second or third-classcities with medium or small size. In addition, more complete and reasonablesuggestions and the means and patterns of the implementation should be put forwardto better formulate the guide principles, marketing integrations and human resourceprocesses for the differentiated marketing strategies of ZX Bank.Domestic credit card industry is undergoing a continuously rapid developmentand expansion in its market. As a well-known large joint-stock commercial bank,ZX Bank regards it of great strategic importance to emphasize on the developmentof credit card business. With certain strategic and market advantages, ZX Bank isfacing golden opportunities for development. Also confronted with fiercecompetition of the market, changing needs of the customers and many other difficulties and challenges, ZX Bank will possibly become the leader of the marketexpansion in the field of credit card as long as it seizes the historical opportunity andcontinuously optimizes and adjusts the marketing strategy in accordance with itsown situation, which will definitely play an active pushing role to the strategic retailtransformation of the bank.