Research On Credit Card Marketing Strategies Of Nanchong X Bank

With the development of productivity and the improvement of people's living standard,consumption,especially unnecessary consumption,has become an important factor for promoting economic growth,while as the credit consumption and payment medium,credit card has been deeply integrated into the development practice of economic society of China and has been accepted by general residents.In recent ten years,the process of economic globalization keeps on speeding up,and China's economy welcomes unprecedented golden age and attains brilliant achievements that attract the world's attention;China credit card industry enters fast lane with rapid development in both quantity and quality;an outstanding new era with innovation transformation has been opened.Accordingly,the market development space of credit card becomes broader and is endowed with distinctive Chinese characteristics and era connotations.At the moment,for the commercial banks,the contribution of credit card income is more and more important for intermediate business income;the intermediate business income of some small and medium sized commercial banks accounts over two thirds of the whole intermediate business income of the bank.Therefore,commercial banks make cut-throat competitions to seize the market share of credit card.However,the homogeneity characteristics of credit card market products in each bank are very obvious,so it becomes a common issue for each commercial bank for how to analyze market deeply,prepare targeted marketing mix strategy and meet the differential demands of consumers at maximum,so as to increase the market share of credit card,business income and strengthen brand influence.As one of the four state-owned banks,X Bank of China is with long history and good brand influence.But in the aspect of credit card business development,it is relatively backward as it started lately,develops slowly and stays in disadvantaged position for a long time.This paper takes credit card business marketing management in X Bank of China Nanchong Branch as research object.It adopts combination of quantitative analysis and qualitative analysis as well as comparative research and case study methods,and combines the development situation of X Bank of China Nanchong Branch as well as its credit business to analyze its credit card marketing management.It finds out the strength,weakness,opportunities and threat of Nanzhong branch in credit card business development,summarizes its problems in credit card marketing and makes deep analysis of the reasons for related problems.In the following,it confirms the target market and positioning for credit card of Nanchong branch through STP theory and then proposes optimization suggestions for the mix strategies of credit card marketing in Nanchong branch from seven aspects of product,price,channel,promotion,personnel and process management.The suggestions include sorting out and confirming main products,developing regional characteristic products,optimizing card design and promoting credits greatly;in terms of price,it should make differential pricing methods and fully make use of the flexibility of handling fee pricing to increase income;in terms of channel,it should fully explore and utilize card issuing marketing system,work hard to create marketing channel at mobile end,encourage efficient exploration marketing and optimize approval process;in the aspect of promotion,it should strive to implement various and continuous promotion activities,put emphasis on new media marketing and seize big marketing opportunity.It tries to propose operable and specific marketing management measures to realize rapid and sustainable development of credit card business in Nanchong branch and make contributions to increase the retail business service in Nanchong branch.