The Credit Card Marketing Research Based On Consumer Behavior

Nowadays, more people choose to go out with less cashes or even without cashes, and the more popular way is to take credit card in hand to brush POS machine or to pay online by credit card. With the popularization of self-service banking and merchant POS machines in a lot of personal payment services, credit card payment has gradually replaced the traditional cash payment. In recent years, with foreign banks and local banks pouring, the credit card market competition has increasingly shown a white hot state. However, the stereotyped credit card products and marketing means fail to become a competitive advantage of bank credit card marketing. For banks, it is critical how to analyze and select quality customers and enhance the competitive advantage of credit cards so as to increase the bank benefits.The study is conducted with the method of questionnaire survey and quantitative analysis. The main research objects of this paper are the credit card users and the potential ones of Chinese commercial banks. It surveys and interviews a certain amount of credit card users by stratified random so as to research the behavior process how consumers choose a credit card. First of all, the paper briefly describes the consumer behavior theory and research results of the scholars at home and abroad. Secondly, it briefly describes the current development status of Chinese credit card market and credit card’s basic concepts, characteristics and functions. Then, according to the theory of consumer behaviors, combining with questionnaires this research distributed, the paper refines and analyzes the motives and factors that influence consumers to choose a credit card and the decision-making process of consuming behavior. The paper finds that the consumers’choice preference applying for credit cards is related with demographic characteristics. Finally, according to the conclusion of the study, the paper gives out measures that banks should take, such as establishing bran, expanding marketing channels. In addition, the commercial banks should also realize that consumer behavior is a dynamic process, the banks should also keep pace with the times and timely adjust their own products and marketing strategies, so that they can remain invincible in the market competition.