A Study On Credit Card Marketing Strategy Of Industrial And Commercial Bank Of China Heilongjiang Branch

Credit card has the functions of payment and settlement, consumption loan and industry application as a whole, which has penetrated to all aspects of the society. In recent years, with our national economy rapid development, national income increase gradually, which offers broad market potential for credit card business development. Along with the fierce competition in financial markets,substitutability among banks becomes stronger. Confronted with national horizontal competition and foreign banks entry threat, it is critical to study and analyze the subject among ICBC Heilongjiang branches that how to gain broader market and obtain competitive advantages in credit card marketing by adjusting marketing tactics to focus on the target customers.Combining the research status of domestic and international as well as analyzing each operation metrics and marketing strategy and based on the background and research purpose and significance, the paper raised the credit card marketing strategy issues: short of segmentation, more homogeneous product, insignificant price advantage, low efficient of single marketing channel,and the faulty marketing promotion. And the paper still reviewed and summarized the root cause of the issue. Based on the analysis, this paper deeply analysis the marketing environment of credit card by marketing strategy theory and method, which provided fully evidence for improving the credit card marketing strategy. The study defined target market and position for credit card marketing in ICBC Heilongjiang Branch, and made a product strategy to accelerate product innovation, create featured product, develop regional co-branded card, and load value-added service; a price strategy to implement conditional free pricing and customer segmentation market pricing; a channel strategy to dig out network marketing potential, establish direct-sales model,enhance E-channel building; a promotion strategy to intensify advertising promotion and hold various promotional activities; therefore, to form a new marketing and strategy mix. The paper put forward supporting measures from the perspective of system and personnel guarantee to ensure the marketing strategycan be implemented smoothly.