GF Bank Kunming Credit Card Marketing Strategy Research

For a long time,the domestic commercial Banks has been the traditional business is given priority to,the main source of profit for the deposit and loan spreads,for the recognition and development of intermediate business are not in the important position.However,China's accession to the WTO,the increasing number of foreign Banks,combined with the deepening of financial reform in our country,lead to the traditional business profit compression and traditional business management risk,to vigorously develop intermediary business in domestic commercial Banks is particularly critical.Intermediary business compared to traditional business not only the cost is low,and less business risk,income is higher than traditional business,innovation potential,to widen the channel of the profits at the same time,the dispersed risk aversion has not to be sneezed at.In recent years,domestic commercial Banks business category to scale increasing,the intermediate business types and more abundant.However,the domestic intermediary business in both income structure and compared with foreign commercial Banks on the profitability there is still a great gap.Both risk and think in terms of profitability,the domestic commercial Banks to develop the business become inevitable trend.Therefore,to master relevant knowledge of intermediary business,study how to develop the middle page,how to develop in line with the development of domestic financial institutions in the middle of the actual business marketing strategy,become one of the domestic financial scholars research topic.Banks increasingly competitive at home and abroad,the domestic Banks narrow traditional business profit,China's banking industry is facing more and more serious test.While many Banks at the beginning of the financial institutions in the grab the retail business,is the credit card market.How to strengthen the marketing intermediary business,improve profit margins,from the Angle of the credit card business,the credit card market present situation,combined with excellent examples at home and abroad,discusses the effective marketing strategy,is GF line needs to solve the problem.This study is based on the enterprise marketing management perspective,along the logic of enterprise marketing management.Paper first defines the connotation,classification and characteristics of bank intermediary business,this paper introduces the concept of bank credit card,function;Combed the relevant theories of the enterprise market marketing strategy,including the enterprise market marketing environment analysis method,the goal of enterprise marketing strategy(STP)related content,the basic connotation of enterprise marketing strategy;At the same time,the paper analyzes the basic situation of the domestic credit card market and business,this paper introduces the credit card business in developed countries and regions,such as the United States,Taiwan and Hong Kong,etc)of some of the advanced marketing experience;And expounds the GF kunming branch current situation of the implementation of the intermediary business and the existing problems.Follow the enterprise marketing management paradigm,the thesis analyzes the properties of the GF bank intermediary business marketing environment of kunming branch,to enterprise target market marketing strategy S.T.P.process theory,discusses the GF bank intermediary business at present stage in kunming branch of market segmentation,target market selection,market positioning three key problems to carry out marketing activities.And guided by the enterprise marketing mix strategy theory,put forward the GF kunming branch credit card marketing strategy of the intermediate business.