Research On H Bank Credit Card Differentiated Marketing Strategy

With the rapid development of China's financial industry,the importance of credit card as the main profit mean of modern commercial banks is self-evident.As the implementation of the reform and development policy advances,credit cards have gradually become an irreplaceable part for the economic development of China with their unique function of advance paying and installment plan.H Bank is the representative of domestic foreign-funded commercial banks,although it occupies a considerable part of the market share of foreign finance and financial management by its unique advantages,its credit card business starts comparatively late in China.As the competition of the market intensifies,the disadvantages of its credit card bussiness in the development,design and marketing promotion of segment markets appear,which makes the issued number of credit card of H Bank obviously less than expected.Especially nowadays Internet consumer finance growing strong today,how to optimize the market segment and accurately grasp the actual demand of the target market so as to improve the H Bank credit card marketing strategy and business performance,has currently become the H Bank's top priority.Consequently,this research at first concludes and analyzes relevant researches and views that clarify marketing concepts and theories of commercial bank credit card.Secondly,by applying the analysis paradigm of marketing related theory,this paper investigates and analyzes H Bank credit card marketing strategies,and hence clarifies the problems presented by the marketing strategy.Finally,aiming at the existing marketing problems,this paper puts forward differentiated marketing strategy on the basis of optimizing market segmentation,and provides suggestions for the management measures related to credit card business,so as to improve the marketing outcome of H Bank credit card and overall business performance.