Research On Development Strategy Of Ping An Bank Credit Card In Dalian

In the past ten years, the credit card industry was flourishing, the scale of business grew rapidly, and the industry maturity was increasing in our country. In the new historical period, the development strategy of Ping An Bank credit card has been turned from expanding the customer scale to increase market share and enhance profitability. In order to solve the two problems, we should initiatively conduct customer segmentation, take fine marketing strategy, improve the level of customer relationship management and enhance brand effect.This article studies the develop situation of Ping An Bank in Dalian, aimed at studying on specific marketing strategy such as customer segmentation, brand building, high-level marketing strategy. Firstly this article describes the history and present situation of the development of credit card in China’s commercial bank, and analyzes the main problems of Ping An Bank credit card business at the present stage, and leads to effective classification of credit card customer and take the fine marketing strategy is the key of credit card marketing at this stage. Secondly it introduces the theory of marketing, the customer relationship management theory, the customer segmentation theory and the importance of credit card for social economic development. The third chapter introduces and analyzes the current situation and main problems of the development of Ping An Bank credit card in Dalian area. Through the SWOT analysis method, it concludes the Ping An Bank credit card’s competitive advantages and disadvantages, summarizes the threats and the existing market opportunities, such as lack of market segmentation, lack of individual brand theory, lack of active customers, and lack of efficient marketing strategy. The fourth chapter sums up the marketing strategy according to different target customers, in order to promote the fine marketing level, analyzes the marketing strategy combination that Ping An Bank should take and resources integration strategy of regional management. In the background of the rise of the Internet Finance, it analyzes the marketing strategies of the offline and online business. In order to improve the credit card’s profitability and promote the transformation of profit structure, and describes the guarantee measures of implementation of the marketing strategy.This article combines theory and practice, not only can solve the develop strategy problems of Ping An Bank Credit Card in Dalian, but also be a good reference to other similar bank business, which is practical and has realistic meanings.