Research On Marketing Strategy Of Huaxia Bank Credit Card

In recent years, the domestic credit card market is developing very quickly, sothat the bank card card number and transaction demand very increase. With thedevelopment of the bank card business is affected by environment, commercialbanks innovation is increasing. In banking, diversification of bank card function, theproduct function is more complete, from POS traditional gradually developed into aATM machine automation business processing, but also the development of apayment network, mobile phone industry new product in a certain extent, wider userange. Including: hotel restaurants, retail wholesalers and hospital, school, and otherpublic facilities. Bank card is already a major domestic non cash payment. With thebusiness expanding, technology has been continuously promoted, network quality ofservice has also been strengthened, the correct rate of business processing is alsorising. Chinese UnionPay has promoted the use and development of the bank card toa certain extent, it also provides a high level of professional services to the cross forthe sharing of information, not only can make the sharing of resources between thebanks, but also make the market, equipment resources to maximize the use of,virtually relieve cost pressure. In order to enhance the sustainable development ofthe bank card, the State Council promulgated the regulations on the market and aseries of bank card security maintenance.At the same time, with the rapid development of the bank card, the emergenceof a vicious competition in the same industry. First, the commercial banks in order tooccupy more market share, they blindly issuing credit cards, entered a vicious"Happy Valley enclosure", cause the most credit cards are discarded, not to the bankto bring any benefit but to occupy a considerable resources bank, therefore our country bank credit card business income is affected by the to a large extent. Second,because did not establish a strict examination and approval system, so theapplication approval process is very chaotic, there exist a lot of risks, many criminalshad an opportunity, cash, credit card fraud frequently appear in newspapers. So howto continue the expansion of credit card project, enhance the banking competitivestrength, which occupies the important position in the retail business, is currently animportant topic in urgent need of discussion and practice.With the strength of the competition is more and more strong, growing rangefrom around the world, in the face of strong Chinese capitalists, financial market hasbeen an unprecedented open, in the strong support of the government, business andtechnology using different methods of communication, and provides an importantcondition for the latter to occupy a favorable position in the international arena. Takethe market expansion as the theoretical basis of this paper, based on the experienceand knowledge the author long time obtained from the credit business, very detailedanalysis of the existing credit card business involved for the later development ofobstacles, according to the actual situation to industry benchmark, first as thestandard, the credit card project expansion is carried out at different levels ofelaborate. Mainly reflected in the following two points: first, through the analysis ofliterature search and case; Second, through the argument, respectively, analysis ofthe current domestic and foreign each big bank credit card and generated on thedevelopment of limited factors etc.. In order to China bank credit card market furtherdescribed, analyzed the present market environment in China for using five forcemodel. Thirdly, China’s consumer market, the major commercial banks have beenstaged with a dragon and a tiger in combat scenes. One of the innovation of thisthesis lies in using the questionnaire of Huaxia Bank, the data obtained has carriedon the thorough analysis to the study, factor analysis method is introduced which,result in a certain extent, has the very strong convincing, namely six big factors in consumer choice credit card when great relevance, and has a different degree ofinfluence. Finally, combined with the actual situation in China, put forward themarket expansion and difference of Huaxia for flexible4P credit card marketproject expansion strategy.