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Research on Peony and Charter Co-branded Card Marketing Strategies of Charter and Jilin Branch of ICBC

Author: ZhaoZuoZuo
Tutor: ZhangAiLian
School: Jilin University
Course: Business Administration
Keywords: Co-branded cards Commercial bank Marketing Strategy
CLC: F832.2
Type: Master's thesis
Year: 2011
Downloads: 73
Quote: 0
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Abstract


With the deepening of the market-oriented, and the development of economic globalization, the endless stream of various financial products, a variety of credit card products also become more diversified, especially joint emergence of credit cards. The many benefits of the co-branded cards to obtain the consensus of cardholders, merchants, banks, major commercial banks are fully aware of the development of co-branded cards business is a strategic choice and competition needs of commercial banks to achieve transformation. In this context, banks have developed a variety of co-branded credit card products, the formation of a strong marketing campaign. Branded cards issued in 2004 by the Jilin Branch of ICBC Peony Zhuozhan has launched the much consumer concern, appear until the the joint card Jianxinglongka Zhuozhan BOCL Zhuozhan co-branded cards, co-branded cards Peony Zhuozhan with a tremendous impact . Late banks are vigorously marketing own Zhuozhan co-branded cards, but the result was unsatisfactory, the main reason is the co-branded cards serious homogeneity, inadequate promotion and marketing of innovative small, narrow and other marketing channels. So, in order to seize the market share of the of Jilin province Zhuozhan co-branded cards, co-branded credit card marketing has become an issue of high concern to the banks. Jilin Branch, Industrial and Commercial Bank of China the Peony Zhuozhan joint card marketing strategy system, the purpose is to establish a viable marketing strategy of the development of co-branded cards system to the face of fierce competition in the same industry. Firstly the the article research background, significance, research and ideas, then through internal and external marketing environment of the Peony Zhuozhan branded cards SWOT analysis depth analysis of the existence of the problem in the the Peony Zhuozhan joint card marketing. In this analysis, the STP theory and marketing mix Marketing 4P strategy based on the basis of relying on relationship marketing and network marketing, through data analysis, compare and summarize the method of the Peony Zhuozhan joint card marketing The status and future trends. Through reference to modern marketing theory, the use of the theory with a practical method of analysis and useful suggestions for the future development of marketing strategies, and want to be able to provide a point of reference for ICBC Jilin Branch Zhuozhan the joint credit card business development. Joint card marketing efforts of other commercial banks at the same time have a certain reference value. Jilin Branch of ICBC the Peony Zhuozhan joint card analysis and research, this paper summarizes the two suggestions: one Jilin Branch of ICBC to expand the range of co-branded cards business development, it is necessary to more attention to the customer, customer orientation and customer value creation, good customer communication and service to customers, the commercial banks to be able to the overall success of the business areas of the co-branded cards; another, ICBC and Zhuozhan of taking the joint card co-branding strategy at the same time fully integrated joint social resources, and create a more differentiated customer value, expand marketing channels to achieve the common expression of the value of cooperation twin. Two points above the Jilin Branch of Industrial and Commercial Bank of creating branded cards Zhuozhan carrier important aspect of a win-win situation for department store shopping and consumer tripartite Zhuozhan.

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