| With the rapid development of economic globalization and China’s retail banking business related to China has been fully open to foreign banks, while city commercial banks and rural commercial banks continue to rise. Therefore, the major commercial banks are facing stiff competition and challenges from domestic and abroad. Our credit card industry is in a stage of rapid development with huge market wide potential. The card market become big place. Facing stiff competition from domestic and foreign banks, China CITIC Bank as a credit card business carried out earlier and made remarkable achievements of commercial banks. How to have its competitive advantage and how to boost market share is crucial to China CITIC Bank.The research relies on the basic theory of marketing strategy, The main research methods are systems analysis and comparative analysis, a comprehensive analysis of the current situation of China CITIC Bank credit card marketing and marketing environment. Through SWOT analysis, to find what internal and external factors may play a part in CITIC Bank credit card marketing and to analyze CITIC Bank Credit Card is currently in the chance is less than a threat and the advantages outweigh the disadvantages of the stage, and on this basis, producing a marketing strategy choice for CITIC Bank credit card. After establishing the basis of CITIC Bank credit card marketing strategy goals, CITIC Bank credit card marketing targets marketing segments, after selection and positioning, to prepare the main strategic marketing, product differentiation and brand strategy as an auxiliary strategy completed Planning CITIC Bank credit card marketing strategy. Combine with the actual situation of CITIC Bank, Put forward concrete proposals on improving the marketing strategy of CITIC Bank.According to the strategic content, discussing the safeguards for CITIC Bank marketing strategy, including security technologies, processes, performance, personnel and risk control. |
