Research On Business Marketing Strategy Of Credit Card Of Z Bank Dalian Branch

Dalian Branch of Z bank credit card business in the initial stage of development, but incredit card products homogenization is getting more serious and increasingly fierce competition in the background, and in foreign banks with strong capital strength and impact of credit business, Z Bank Dalian branch must accelerate the development of the credit card business, so the development conforms to the actual bank marketing strategy is particularly important.The strategic management theory, marketing theory and service strategy theory as the theory foundation, to Dalian Branch of Z bank credit card marketing classic case based and fully draw lessons from foreign financial industry credit card business successful marketing experience, and of Z Bank Dalian branch line of credit card marketing case analysis, find out the problems existed in the marketing, mainly including the existence of target customers positioning errors, marketing channel is single, spell the price and quantity lead to vicious competition and did not fully grasp the customer demand for personalized, marketing planning, lack of the five aspects of. Also in the light of these problems, this paper presents Z Bank Dalian Branch of the credit card business marketing strategy improvement measures,including product strategy, price strategy, promotion strategy, channel strategy and service strategy of the five strategies.The Dalian Branch of Z bank credit card marketing strategy research, as Dalian Branch of Z bank credit card business goals, market share rate increase and competitive advantage cultivation has an important guiding significance, also to other commercial bank credit card business marketing strategy formulation and improvement also important reference significance.