The Research Of Credit Card Marketing Strategy Of Bank Of J

In recent years, with the accelerating process of market-oriented interest rate reform, in 2012, the people’s bank of China cut in lending and deposit rates twice, announced on July 20,2013 comprehensive opening financial institutions lending rate control, substantial step market-oriented interest rate reform in China. The interest of the reform to the traditional banking business net income growth has brought great influence, the Banks have been to adjust the business structure, attaches great importance to the development of intermediary business, especially the credit card business. Since 1985, the bank of China issued the first credit card, credit card business in China has achieved rapid development. By the end of 2012, the cumulative release 331 million credit cards, credit totaled 3.49 trillion yuan, transaction amount is 10 trillion yuan, has brought huge profits to the bank. However, the development of credit card business also exist many problems. Credit card business belongs to the economies of scale, therefore, many Banks have to raise our as a focal point of the development of credit card business single credit card marketing, credit card product homogeneity serious, credit card rate does not improve, the credit card market relatively saturated and a series of problems have emerged. In order to improve the credit card market competitiveness, improve its brand awareness, the Banks must identify effectively the development road of the credit card market, from the blind pursuit of credit card number to pay attention to credit card quality, adopt the differentiation marketing strategy, make the credit card business to sustainable development.Based on J bank as an example, this paper first to the development of J bank, introduces the basic business and credit card business. Second, with bank of Beijing, Shanghai, horizontal comparison, the bank card business in 2007 to 2012 J bank credit card business longitudinal comparison, on this basis, the SWOT analysis of J bank credit card business, including strengths, weaknesses, opportunities, threats, etc., and puts forward the corresponding countermeasure. Through the SWOT analysis found that market segmentation, according to different customer market offer different products and services for Banks to increase market competitiveness plays an important role. Therefore, this article for J bank of Nanjing area, on the credit card market segmentation, it can be divided into high-end customers market, younger customers market, indifference type customer market, consumer market as well as the traditional customer market, and J bank’s target customer orientation and high-end customers, young customers according to their needs and interests point to the market positioning. Market by subdivision of J bank for the customer the existing marketing strategy analysis, find its for high-end customers market there is a shortage of products and services.In view of the above conclusion, this paper puts forward the "in view of the market segment, speed up product innovation", "characteristic products, sets up the brand personality", "speed up the development of high-end customers market credit card products" and "improve the credit card marketing channel", etc.