The Credit Card Center Of G-Bank

After nearly 30 years of rapid development,credit card industry enter into a mature stage,When the scales of the bank credit cards reaches a mount, they have transferred the simple pursuit of customers quantity growth which is extensive business strategy to begin to focus on the Delicacy Management and intensification operation. In this situation, the basic function of the credit cards have been unable to meet customers’ demands therefore provided of value-added services has become an important way for the banks differentiation competition.G Bank is a market-leading Commercial joint-stock Banks especially in the credit card market in China with its business strategy is customer-oriented, market-segmentation strategy in products and services, innovative business philosophy. In order to maintain continuous business expansion, G Bank has launched various added value services and regularly held promotion activities。Although the strategy has some effect on the incensement of the credit cards new user but its operation costs are rising therefore the profit margins is further compressed. It couldn’t operate in this way for the long term.This thesis consists of text and case analysis. In the body, it mainly introduces the situation of G Bank value-added services and the status of the industry, on the basis of which, the author pinpoints the major problems G Bank is facing. In the section of case study, it focus on providing the optimization strategy for the value-added services of G bank. First of all, the thesis goes through the macro-environment and external environment of the business, using “PEST” and“Five-Force” Model to evaluate the positive and negative factors for the business. In the next, it analyzes the advantages of disadvantages of the market competition of G Bank value-added services on the one hand, on the other hand, it analyze the problems of product, resource allocation, promotion strategy and integral value from its own marketing strategies. Then, it will use the customer segmentation theory, value-added services marketing theory and the marketing theory of 4Cs to guide the writings, and proposed the differentiated marketing strategy according to the basis of customer segmentation, which is based on the customer data of G bank. Finally, it proposed the construction of the added value service platform to realize the details of added value services marketing strategy.