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The Research on Strategies of Marketing of Credit Card in Bank of China

Author: ChenGeYuan
Tutor: ChenShuangXi
School: Dalian Maritime University
Course: Business Administration
Keywords: Credit cards Marketing Strategy
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 323
Quote: 0
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Abstract


Since the Zhuhai branch of the Bank of China launched the first credit card in the 1980s, more and more people have been using it as its convenience and rapidness for only the past 25 years. The credit card business has been chosen as the focus area by all national commercial banks because of its high expected revenues, thus causing significantly acute competition. However, behind the rapid development of the credit card business, there are various issues including serious product homogeneity, malign price competition, and continuous defaults which result in abnormal phenomenon of " high input-low output" in the credit card business. After such extensive development, the national commercial banks gradually realize that only by transforming operational strategies, focusing on the customers, and being guided by revenues can the credit card business reach sustainable development to bring the real value for banks.Based on the marketing theories and practices of western markets, this paper analyzes the internal and external surroundings of Chinese banking businesses, concludes both advantages and disadvantages of the marketing for credit cards by national banks, and proposes possible measures to the Chinese credit card business by absorbing the advanced practices both in and outside China.The results of this paper, from the perspective of marketing, will present not only active and meaningful guidance to the credit card business of Bank of China, but also reference to the transformation of marketing strategies for various commercial banks.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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