The Research On Marketing Strategy Of Bank Card Of Luoyang Bank

With the development of China’s deepening financial reform and financial market, as a local joint-stock commercial bank, city commercial banks have been developing rapidly since their emergence, which strongly support the local economic construction and development, and have increasingly become an integral part of the financial strength of the local economic development. As an eastern starting point of the Silk Road and an important node in the Silk Road Economic Zone, with the national "one belt one road" strategy gradually promoting, Luoyang City is facing an unprecedent development opportunity. At the same time, the Central Plains Economic Zone is entering a new phase of overall development and full implementation, and the refined supportive policies, the available construction funds and the projects implemented provide a good condition for the development of Luoyang. Luoyang city’s fast development and huge develop opportunities attract many banks. They are optimistic about Luoyang’s financial market and entering the market gradually, which has lead to fierce competition. As the local financial institutions, the project of how to make use of the regional advantages and to seize the development opportunities in Luoyang in order to serve Luoyang economic development, promote the rapid development of Luoyang and remain invincible in the increasingly fierce market competition, has become an important research topic for the bank of Luoyang.This paper studied the marketing strategy of the bank card of Luoyang Bank, launching the elaboration from six aspects: firstly, the research background and significance, then introduces the relevant knowledge of the bank card and the bank card marketing status of Luoyang Bank. And then from introducing the economic environment of Henan Province and Luoyang City, and using Potter five competitive forces model to analyze the bank card market of Luoyang, the marketing environment of the bank card of Luoyang Bank is analyzed. Next SWOT model is applied to the bank card business of Luoyang Bank based on above content. From four aspects of the bank card of Luoyang Bank—product, price, place, promotion, its marketing strategy is discussed, and some valuable and operable measures for marketing of the bank card of Luoyang bank are provided.