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A Study on Differential Marketing of China Credit Card

Author: YinJia
Tutor: FeiHongPing
School: East China University of Science and Technology
Course: Business Administration
Keywords: China Credit Card STP analysis Differential marketing
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 392
Quote: 0
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Abstract


In company with swift booming of Chinese economy and society, credit cards are popularly utilized as a convenient, daily expenditure sustaining financial instrument with limited credit lines. Nevertheless, due to relatively recent initiation of credit card business and immature markets, marketing strategies are commonly resulted to be focused on volume of issuance and size of overall business coverage. Card issuing institutes are competing with each other for population of card holders in typical negative means of marketing expense increment and irrational rewards for account opening and card usage, which have led to high investment, low return, and strongly homogenized card products. Thus a healthy development of credit card business is being confronted with a great number of challenges and research of China credit card marketing strategies is at present significantly necessary.This thesis is written in a sequence of introduction of the growing credit card market, current credit card business related problems and difficult situation ahead of future advance, followed by innovative points of marketing strategies implemented by China Minsheng Bank, and investigation of macro and micro business environment of Minsheng Creidt Cards overviewed by SWOT matrix, then how the standards of subdivision are created based upon collection of business intelligence, how surveys are generated for category analysis, how to select markets that Minsheng Credit Cards are targeting, and eventually how to locate markets with the application of STP theory.With foundation of STP analysis, differential marketing of Minsheng Credit Cards is further discussed. The primary concept and operating mode are firstly introduced and detailed analyses of differential marketing methods are followed up. The thesis is concluded by new proposals to domestic credit card differential marketing via demonstration of supportive cases from Minsheng credit cards.

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