The Study On Marketing Strategy Of China Construction Bank Heilongjiang Branch In Credit Card Business

China Construction Bank, as one of the main national banks, ranks top bothin the international area and domestic area. In1990, CCB originated credit cardbusiness and in2002founded Credit Card Center in Shanghai. CCB HeilongjiangBranch as a first level branch has38sub-branch banks,431subsidiaries and richclient resource. Since2007the CCB Heilongjiang Branch Credit Card Centerwas set up, the credit card business developed rapidly. After several years’ fastdeveloping, the amount of CCB credit card ranks the second in Heilongjiangbanks.How to keep the developing pace and improve the CCB Heilongjiang creditcard business in such fierce competition? It is the purpose of this thesis toresearch credit card business. By the theories of marketing and marketingstrategies choosing, the thesis analyses the problems emerged during working. Iintroduce the CCB products and subdivide the customers, then analyses strength,weakness, opportunity and threat of CCB in Heilongjiang province by SWOTmethod, put forward marketing strategies for future credit card businessdeveloping, from product, price, channel and sales promotion point of view.Meanwhile, in order to ensure these strategies putting into effect, the thesis putsforward risk management for credit card business to improve the cardmanagement. It provides practical guidelines for future credit card business ofCCB Heilongjiang Branch.