Business Marketing Strategy In Bank Cards For A Bank, Based On A SWOT Analysis Perspective

Bank card is currently the most important personal payment and settlement tool, in China. With an increase of 17.13%, the accumulated amount and the penetration rate of bank cards issued have reached to 4.936 billion and 47.7% respectively in 2014. With Bank card’s increasingly prominent role in the social and economic life, it has become the most important retail banking basic product. Since 2011, People’s Bank of China has been stimulating the development of financial IC card (chip card) vigorously. Regarding it as a strategic business, many commercial banks has expanded the business with an increasing effort. As a large state-owned commercial bank, A bank also needs to seize opportunities to develop the Bank card business, becoming a large-scaled and strong branded bank with a rapid and healthy personal finance business.From the perspective of commercial bank management’s view, and with application of marketing management theory and methods, this paper tries to systematically analyze the external and internal environment elements of A Bank card business, which lead to the scientific marketing strategy of A Bank’s card business to realize the leap forward development. The paper first discusses the business of Bank Marketing Strategy about the significance, research methods, ideas and major innovations, then introduces the analytical tools of marketing-related theories. Based upon the systematic analysis of the current situation through the A Bank’s card business, the paper uses the SWOT model to analyze external opportunities and threats, internal strengths and weaknesses in development of the bank card, and then proposes A Bank’s card business marketing strategy. Finally, it summarizes the conclusions of this study, as well as inadequate study prospects for the future. Through research and analysis of A Bank’s card business, the paper thinks A Bank should take measure in the development of market segmentation, brand building, organizational structure improvement, team building, marketing optimization, product development acceleration, and product pricing model. It also indicates A Bank has to strengthen the channel development and IT support, enhance its risk control and conduct other supporting measures to ensure effective implementation of the marketing strategy.I hope the result of this study will help A Bank make it a clear understanding of the development of bank card business. I hope the study would further enhance the urgency and prospective of the business. I hope A bank would promote the rapid development of the bank card business through the implementation of effective marketing strategy, which lead to a rapid development of the whole financial services to enhance the competitiveness of the industry system. Meanwhile, I hope the conclusion of this study would provide some useful suggestions on the development of other retail financial services.