Research On Credit Card Marketing Strategies Of Minsheng Bank Shanghai Branch

Credit card business,as an intermediary business in commercial banks,has brought a lot of risks for the banks along with higher income.As of the first quarter of 2016,the cumulative amount of credit cards banks issued about to exceed 6 trillion,but the credit card market got some issues,such as much large amount of dead cards and credit cards homogeneity problem.The Shanghai market share of China Minsheng Bank Corporation(CMBC)credit cards was only 4.45%,with lack of bank outlets,inconvenience of paying credit card and popularity problem.How to solve these problems,improve the credit card marketing capabilities and increase CMBC credit card market share in Shanghai has became the most significant problem for CMBC.On the basis of marketing theory,this paper firstly discussed CMBC credit card marketing current situation in Shanghai,then analyzes the internal and external environment of CMBC with PEST method to get the matrix for CMBC credit card business in Shanghai.Secondly based on internal and external environment we analyzed,the objectives and market positioning of CMBC credit card business in Shanghai.And come up with several marketing strategies from the aspects of brand,product,resources,pricing and promotion.Lastly to ensure the implement of the strategies,this paper proposed three steps: specifying marketing aim,implementing of the marketing strategy concretely and improving evaluation feedback system,the concrete portfolio and evaluation system,with guarantees from five fields: correcting marketing concept,strengthening human resources,improving credit risk management and enhancing information technology support and brand building.From the perspective of long-term development the strategies provided has constructive significant meaning for CMBC with credit card marketing in Shanghai,which aims to explore the continuous,benign and speediness way to develop CMBC credit card marketing business in Shanghai.The research is also valuable for the similar commercial banks to make credit card marketing strategy.