Research On The Marketing Strategy Of ZX Bank Credit Card Center

In recent years,China’s economy has grown steadily,and her internal structure has been deepened and adjusted,showing a favorable pattern.The overall development is better than expected.As the contribution of consumption to economic growth increases year by year,China has entered a new era of consumption.As of the first half of 2018,the contribution rate of consumption is close to 80% in the economic growth,driving the rapid development of the national economy.Especially with the deepening of the supply-side reform,the consumption of residents has been continuously upgraded.Under this macro background,our consumer market has shown a rapid development trend.From a national strategic perspective,credit card is an important tool as well as a major carrier for consumption.ZX Bank Credit Card Center is a large credit card center with a total number of cards issued in the top ten in the country.After three years of card issuance,it achieves breakeven.It is the credit card center that has achieved the shortest operating time and the least capital investment to realize profit in China.The precise marketing strategy of ZX Bank Credit Card Center is a key prerequisite for it to occupy an important position in the Red Sea credit card market.This thesis is divided into 5 chapters.It researches into and analyzes the market strategy of ZX Bank Credit Card Center.The first chapter is an introduction,which introduces the background,meaning and technical routes of the research.The second chapter mainly analyzes the external environment of ZX Bank Credit Card Center,and the PEST analysis method is adopted.The third chapter analyzes the internal environment of ZX Bank Credit Card Center,and conducts a multi-dimensional analysis from the angles of enterprise,resources and ability.The fourth chapter adopts SWOT analysis method to analyze the advantages,disadvantages,opportunities and challenges of ZX Bank Credit Cart Center,and conducts strategy match.The fifth chapter mainly introduces the selection of ZX Bank Credit Card Center marketing strategies.The research results of this thesis will also be of guidance and reference to the strategic development of other banks’ credit card centers.