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A Research on the IMC Strategy of Chinese Credit Card Brands

Author: TangZuo
Tutor: ChenPeiAi
School: Xiamen University
Course: Communication
Keywords: Credit Card Brand Integrated Marketing Communication
CLC: F832.2
Type: Master's thesis
Year: 2008
Downloads: 681
Quote: 0
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Abstract


With China’s accession to the WTO, the financial sector gradually opens the door to the world. Chinese financial industry which has not yet fully market-oriented is facing tremendous opportunities and challenges. Credit card, as a highly-profitable, low-threshold financial product, is preferred by foreign financial giant when first entering Chinese financial market. In this era of intense competition, financial products are gradually becoming homogeneous, and the strong power of brand is gradually going into them. When selecting a credit card, consumers will prefer a brand which has strong characteristic and a good image.Chinese credit card market has just truly developed" for only a few years time. Compared to the mature credit card markets in the United States, Europe, Japan, and Hong Kong, Chinese market is still in the immature stage of development. Chinese credit card marketing situation reflects many defects such as the traditional conservative sentiment of Chinese people, the positioning confusion of credit card brands, the unclear target market, etc. Using traditional marketing model to build credit card brands is far from satisfying the growing demand of consumers, or can neither adapt to the complex and ever-changing financial market. A new marketing concept-Integrated Marketing Communication came into being. Integrated Marketing Communications was proposed in 1993, and it has been adjusted during the recent years. But its core idea-consumer requirements come the first, is never changed. Regarding the communication with customers, integrating and communicating the brand’s own conditions and external resources, and ultimately achieving the goal of brand value-added, is the essence of integrated marketing communication theory.The use of integrated marketing communication strategy in building Chinese credit card brand is an advanced, innovative, but also a long-term, arduous and challenging task. This paper mainly presents the statement of building famous credit card brand from the market positioning strategy, market segmentation strategy, database marketing strategy, product strategy, advertising strategy, media strategy, and alliances strategy, and quotes the relevant data and cases to highlight the importance of the IMC strategy. The case of the leading brand of the Chinese credit card market - China Merchants Bank credit card is aimed at setting an example to the domestic credit card brands. The final part is to sum up the entire article, giving some suggestions of building famous credit cards brands in Chinese market.

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