A Bank Of Shaanxi Province Branch Credit Card Marketing Strategy Research

In recent years, with the rapid development of the domestic capital market, the market of interest, and the spreads gradually narrowing, commercial bank rely on traditional business to increase income become more and more narrow, domestic and foreign banks have been the main attack direction on the development of intermediate business, and expanded the individual retail business market. Currently, one of the most important personal retail market is the market of credit card market, the credit card as a means of payment and credit vouchers, with its characteristics of high interest, strong income, convenient and quick that every commercial bank in favor of it. Facing the high profit and great potential of the credit card market, it will set off an unprecedented fierce competition. According to statistics, in2003the domestic credit card is less than three million, but in2013it reached three hundred and ninety-one million, accompanied by intense competition also contains enormous business opportunities, with the banks invest huge sums of money for the credit card market share, what kind of marketing strategy dose A Bank branch in Shanxi province should take, and how does A Bank branch in Shanxi province should deploy its strategy to win the initiative in the future market competition is the most important problem that it should face.This paper mainly according to the market marketing, strategic management, modern management and other related theoretical knowledge, through data analysis, comparative analysis, normative analysis and other research methods, on the marketing management of credit card A Bank branch in Shaanxi province were analyzed, discussed from brand building, customer resource, marketing channel, promotion strategy and other aspects of the A Bank branch in Shaanxi province credit card marketing present situation, and pointed out its in the marketing of existing in the process of market segmentation is not scientific, personalized products is not strong, the dissemination of the pertinence is not strong, service mechanism is not perfect, the innovative power shortage. By SWOT analysis on the credit card business market of A Bank branch in Shanxi province, we know it should take SO growth strategy, and further to divided the credit card business market of A Bank branch in Shanxi province, identified its target market, put forward the marketing combination strategy with product strategy, marketing strategy, brand strategy and service strategy. Finally, by organization structure security, human resources security and information technology security to ensure the credit card marketing strategy optimization of A Bank branch in Shanxi province, so that to ensure the smooth development of its credit card marketing strategy.