Analysis Of Credit Card Marketing Strategy Of China Merchants Bank S Branch

In 1985,the ZhuHai Branch of the Bank of China issued the first credit card in China,which also marked the beginning of the 30-year process of the Chinese credit card industry.Since its initial use in the high-end customer market,it has gradually spread to millions of households.In today's society,traditional credit cards have matured in technology and business models,and they already exist in all aspects of life such as work,travel,consumption,entertainment,and payment.The development of credit cards has not been easy.It has also encountered serious problems such as insufficient control of credit card risks,excessive spamming and frequent occurrence,and serious homogenization of products.As a result,banks have stumbled on the credit card business during the exploratory phase.Once the credit card business was tasteless and abandoned.Unfortunately,for example,in the early days of development,banks were more inclined to develop credit cards.It was understandable that the people in the early days of cash payment could not be blamed.However,as the pace of mobile Internet approaches,the advantage of credit card convenience disappears.This is also the inevitable factor leading to the transformation of credit card businesses in various banks today.With the credit card business facing difficulties,embracing financial technology,continuous improvement of the system,skilled marketing of employees,and optimization and innovation of products,it has gradually become a key section of the bank,playing an increasingly important role.In recent years,the bank's credit card business indicators have been increasing,credit card marketing teams have been successively expanded,and the proportion of marketing expenses support has also increased.This represents that China's credit card development is actively accepting high and new technological innovations,entering the fast lane of the Internet,and continuously deepening.Product charm and market influence.The “Overall Performance of the Payment System in 2017” issued by the Central Bank shows that as of the end of 2017,the number of issuing bank cards for use in China was 6.693 billion,an increase of 9.27% year-on-year.Among them,the total number of credit card and lending cards issued in China totaled 588 million cards,an increase of 26.35% year-on-year,and the number of credit cards held per capita reached 0.39,a year-on-year increase of 25.82%.The data not only indicates that credit card business has maintained a good momentum of growth in 2017,but still has Prospects.Among many banks,the retail business has always been the focus of China Merchants Bank's development.As of the end of 2017,retail banking business revenue was 106.621 billion yuan,an increase of 8.49% over the previous year,accounting for 51.29% of the company's operating revenue.At the same time,the sector already ranks first among more than five major banks.From the perspective of China Merchants Bank,credit card marketing not only promotes the optimal allocation of banks' own assets,but also plays an active role in promoting the transformation of China 's national consumption philosophy and stimulating economic growth.China's credit card market still has a lot of prospects to explore.China Merchants Bank as a development The forerunners in the forefront have more research value.This paper starts from the perspective of the credit card business of China Merchants Bank S branch,in order to help improve and develop the credit card marketing strategy of China's commercial banks.