Research On Credit Card Marketing Strategy Of Industrial And Commercial Bank Of China Suzhou Branch

The financial industry has been developing so fast in the past few years that the profits brought by traditional banking business have narrowed day by day.Commercial banks all tend to orient their marketing strategies towards comprehensive retailing market.Credit cards,as a powerful weapon while earning market shares and an effective way to improve operation contribution,are becoming more and more popular.ICBC Peony Card has marched its way for nearly 3 decades since ICBC first launched its Peony credit card in October,1987.Now ICBC ranks No.1 according to card launching volume and Peony Card keeps standing out among chinese credit card market.however problems start to surge out while marketing.For example,laying more concern on quantity rather than quality,out-of-date notion,unsatisfied handling environment in marketing,lack of product innovation,short of supervision and control in using cards and so on.these problems once put icbc in a place where we should face challenges both from the inside and the outside.it is of the utmost importance that icbc sets off from practical conditions,make good use of its advantages,take control of developing opportunities in order to deal with the exsiting and coming challenges and try to pursue a marketing strategy which suits market competition and self-development while improving business and consolidating market.There are four chapters in this paper.The first chapter is an introduction which brings out the main stuff,the methodology,the references and the meaning of my research on the basis of deep analysis on research background.In the second chapter,i focus on finding out the existing standing-out problems while marketing and discussing the underlying reasons through looking back the icbc peony card marketing circumstance.in the third chapter,i analyze the macroscopic and microenvironment of the credit card market suzhou branch is facing.Then i make it clear where suzhou’s advantages and disadvantages,opportunities and threats through implementing SWOT method.In the fourth chapter,according to STP and 4P marketing theory,i segment the credit market,select target market,define market orientation and help design a marketing strategy which combines product strategy,pricing strategy,place strategy and promotion strategy,finally providing security for the implementation of credit card marketing strategy in suzhou branch through human resource support,technical support and laying more concern mentally.This paper aims to provide new ways of sustainable development for credit card business in ICBC Suzhou branch through implementing marketing strategy in order to establish a customer-centered,market-oriented marketing system and improve credit card service in different aspects,thus helping ICBC Suzhou branch increase market shares,enhance competitiveness and earn an excellent brand image and market reputation for Peony Cards and finally make more contribution to the development of ICBC Suzhou branch.