Translated Abstract
Credit card business income is an important part of the total revenue. The credit card business in China started late, with a history of only more than 30 years. Although in recent years the trend of domestic credit card business is good, but as the number of card issuers increase, competition has become intense among the major issuers. For JHGXZH, how to continue to maintain and expand credit card marketing advantage, to its credit card business achieve leading level in the same industry and region，become the new profit growth point, obtain sustainable competitive advantage, is an important research topic of this article.
In this paper, JHGXZH as the research object, firstly expounds research background, research purpose, research significance, research methods and thesis structure. Next, on the basis of combing credit card meaning，types, characteristics and research status at home and abroad, analyzing the external and internal environment of JHGXZH. Including company development of macro environment analysis, from economic, and policy, and science and technology environment and social culture environment four aspects starts with; company of industry competition analysis, using industry competition power of five force model, contains new joined who of threat, and existing competitors of against, and alternative products of threat, and supplier bargaining capacity and buyer bargaining capacity five aspects; company of internal environment analysis, using SWOT method, contains main advantage, and relative disadvantage, and development opportunities and faced challenge four aspects. Then, after a detailed investigation and research, finding out JHGXZH credit card business marketing problems: Serious product homogeneity. Card naming, user location and bonus points lack of differentiation. Excessive price wars. Reducing income of bank, vicious competition. Customer’s wrong positioning. Unclear target market, market segmentation is not ideal; Promotions is not enough The lack of new idea; Single marketing channel. Personnel is not enough, professional is not strong, the result is bad.
According to the macro environment, competition environment and SWOT analysis, combining with the branch marketing present situation and existing problems, from the aspects of reaction, association, relationship and return puts forward improvement scheme. Market reaction speed strategies include setting up professional departments, using network means, in order to create enthusiasm for customer loyalty.Associated with the customer strategies include professional and differentiation.Relationship marketing strategies include implementing customer relationship management to improve customer satisfaction and loyalty, the use of network platform to credit card marketing relationship.Improve customer delivered value strategies include the addition of the total value of credit card and reduce the total cost of credit card.Secondly, combining with the actual situation of the high branch, put forward the implementation measures and implementation. Implement measures including deepening the reform of organization and implementation for different customers, strengthen the marketing of sleep after open card card, develop a plan of the pin card scheme.Safeguard including set up the modern marketing concept, strengthening risk control and customer information management system. Expect to improve the market competitiveness of JHGXZH and has some referential vaule for other enterprises of commercial banks.
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