Research On The Credit Cards Marketing Strategy Of ZS Bank

Credit card business of banks began in1985, when the Bank of China Zhuhai Branch issued China’s first credit card. Thereafter, in the context of reform and opening up, China’s economy has been developing rapidly, the amount of credit card issuers and credit card business major commercial banks has also been rapid development. According to data published by People’s Bank of China, as of the end of2012, the amount of credit cards issued by major financial institutions total exceeded330million, annual credit card spending reached10trillion, the proportion of retail sales of social consumer goods reached48.26%. In addition, according to the "Blue Book of China’s credit card industry," Statistics of China Banking Association Professional Committee of bank cards issued, as of the end of2013, total circulation of430million credit card, the amount of annual credit card transactions to13trillion yuan, compared with2012growth of more than30%. The above data show that the issue size of credit cards, frequency of use, amount of the transaction are presented yearly growth trend, credit card transactions in China’s financial role played is becoming increasingly important.However, with the domestic credit card market development scale increases year by year, the competition situation of the financial market is becoming more and more "hot", the credit card issuance of commercial banks want to effect better, must increase R&D marketing strategy distribution business of credit card, constant innovation of marketing strategy, optimize the management means. But the current situation, at present, China’s credit card issues in marketing to highlight the issue of commercial banks is very large, for example, the domestic each big city credit card issuance has saturated, the commercial bank to change the marketing strategy, and constantly develop new markets? From the beginning of2013. With the balance of treasure, Micro message through Internet banking financial products continue to rise, the traditional commercial bank financing, credit card business has also been a huge shock, in this context, how to the commercial bank administrator to deal with the Internet impact of financial products, to seize more market share, has become a commercial bank management to be solved topic. In addition, the people’s Bank of Chinese according to published data, as of the end of2013,80%of the domestic commercial bank credit card business in the state of loss, therefore, each big commercial bank credit card marketing existence "of high consumption and low efficiency" issue. To sum up, the innovation strategies of the credit card, credit card business is to enhance the level of each big commercial bank managers need to resolve the issue.This paper first introduces the research background, significance and literature review, research content, research method and technical route; secondly has carried on deep research to the marketing situation and existing problems of ZS bank credit.On the one hand from the marketing positioning strategy, brand marketing strategy, product strategy, marketing service marketing strategy, marketing channels and other aspects of analysis of the present marketing; on the other hand, marketing positioning accuracy is not enough, the credit card brand image building is insufficient, the credit card product innovation is insufficient, need to strengthen customer service service, marketing channel narrow and so on several aspects; the paper has conducted the thorough research to the ZS bank credit card main problems in marketing management, to the external ZS bank credit card marketing facing the macro environment, micro environment and internal marketing environment is analyzed, elaborated third party (Ten cent, ALI) impact online banking Internet financial company in ZS bank the development of the market; on the ZS bank credit card marketing advantages, disadvantages, opportunities and risks through comprehensive analysis of SWOT method. In the specific research, compared with the marketing strategy of Taiwan, Japan and other foreign bank credit card, learn some good experience. Finally, put forward to perfect the countermeasure and suggestion of ZS bank credit card marketing strategy on the basis of the above research. Conclusion the combined analysis of marketing environment, formulating the strategy of ZS bank credit card marketing improvement, this part, will focus on the use of Micro message, micro-blog Internet marketing, financial cooperation, mobile phone APP services software channels such as the new marketing mode, with case discussed. This article refers to the research process, such as a SWOT analysis of marketing management theory and methods of commercial banks credit card marketing a comprehensive theoretical analysis and make some improvement of commercial bank credit card marketing innovative theoretical concepts. By studying the system, use marketing theory, the status of C bank credit card marketing management, the problems of quantitative and qualitative analysis, and on the basis of marketing management theory, put forward specific measures to optimize C bank credit card marketing management, thereby laying the foundation for the C bank credit card business to enhance brand effectiveness, and improve the level of credit card marketing, credit card market to optimize business performance. Therefore, this study highly targeted, but also has some practical value.