| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-17页 |
| Chapter I Introduction | 第17-22页 |
| 1.1 Background and significance | 第17-20页 |
| 1.1.1 Background | 第17-18页 |
| 1.1.2 Significance | 第18-20页 |
| 1.2 Research method | 第20页 |
| 1.3 Analytical framework | 第20页 |
| 1.4 Structure arrangement | 第20-22页 |
| Chapter II Literature Review | 第22-31页 |
| 2.1 Theory of bank marketing | 第22-23页 |
| 2.2 Theory of credit card marketing | 第23-26页 |
| 2.2.1 Basic concept of credit card | 第23页 |
| 2.2.2 Theory of marketing strategy of credit card | 第23-24页 |
| 2.2.3 Connotation of commercial bank credit card marketing | 第24-25页 |
| 2.2.4 Analysis of types of credit card target customers | 第25-26页 |
| 2.3 Strategic theory | 第26-27页 |
| 2.4 STP theory | 第27-28页 |
| 2.5 Marketing mix | 第28页 |
| 2.6 Relationship between product strategy and branding strategy | 第28-31页 |
| 2.6.1 Product strategy | 第28-29页 |
| 2.6.2 Branding strategy | 第29-30页 |
| 2.6.3 Relationship between product strategy and branding strategy | 第30-31页 |
| Chapter III Overviews of G Bank and its credit card business | 第31-46页 |
| 3.1 Overview of G Bank | 第31页 |
| 3.2 Significances of G Bank's starting credit card business | 第31-34页 |
| 3.3 Overview of G Bank's credit card business development | 第34-37页 |
| 3.3.1 G Bank's credit card products | 第34-36页 |
| 3.3.2 Structure of G Bank's Credit Card Division | 第36页 |
| 3.3.3 G Bank's credit card market performance | 第36-37页 |
| 3.4 Current situation of G Bank's credit card marketing strategy | 第37-42页 |
| 3.4.1 Issue cards targeting at superiority markets, focus on product innovation | 第38页 |
| 3.4.2 Implement non-discriminative pricing strategy | 第38-39页 |
| 3.4.3 Make use of outlets' resources and sales team to issue cards, promote co-branded cards | 第39-40页 |
| 3.4.4 Boost sales by using celebrities, charities and We Chat | 第40-42页 |
| 3.5 The existing problems of G Bank's credit card marketing strategy | 第42-46页 |
| 3.5.1 Degree of product homogeneity is high, service guarantee become a mere formality | 第42-43页 |
| 3.5.2 Pursue long-term and low-level price competition | 第43页 |
| 3.5.3 Outlets' structure needs to be adjusted, and new channels need to be developed | 第43-44页 |
| 3.5.4 Adopt inadequate publicity, lack distinctions | 第44-46页 |
| Chapter IV Analysis of G Bank's credit card business environment | 第46-58页 |
| 4.1 Analysis of external environm | 第46-53页 |
| 4.1.1 General environment | 第46-48页 |
| 4.1.2 Market environment | 第48-49页 |
| 4.1.3 Competition environment | 第49-51页 |
| 4.1.4 Conclusion of external environment analysis - opportunities and threats | 第51-53页 |
| 4.2 Analysis of internal environment | 第53-56页 |
| 4.2.1 Strengths of G Bank's credit card business | 第53-55页 |
| 4.2.2 Weaknesses of G Bank's credit card business | 第55-56页 |
| 4.3 Matrix analysis on SWOT | 第56-58页 |
| Chapter V Countermeasures for improvement against G Bank's credit card's market positioning and marketing strategy | 第58-72页 |
| 5.1 Market positioning strategy:“the-most-Cantonized” | 第58-59页 |
| 5.2 Optimization of product strategy | 第59-64页 |
| 5.2.1 Implement product positioning and forge its core competitiveness | 第59-61页 |
| 5.2.2 Innovate and optimize the existing products | 第61页 |
| 5.2.3 Launch credit card for college students to improve age structure of users | 第61-64页 |
| 5.3 Implement discriminative pricing strategy | 第64-65页 |
| 5.4 Develop diversified distribution channels, increase co-branded credit card issuing | 第65-68页 |
| 5.4.1 Extend existing distribution channels | 第65-66页 |
| 5.4.2 Carry out business joint marketing | 第66页 |
| 5.4.3 Extend co-branded card marketing further | 第66页 |
| 5.4.4 Issue co-branded credit cards with social media | 第66-68页 |
| 5.5 Build“the-most-Cantonized”credit card brand | 第68-72页 |
| 5.5.1 Strengthen building of credit card brand | 第68-69页 |
| 5.5.2 Strengthen proper advertising | 第69页 |
| 5.5.3 Develop big event marketing | 第69-70页 |
| 5.5.4 Lay emphasis on interacting experience with customers | 第70页 |
| 5.5.5 Promote credit card business in charity events | 第70-71页 |
| 5.5.6 Strengthen outlets' branding packaging | 第71-72页 |
| Chapter VI Research findings and the limitations | 第72-74页 |
| 6.1 Research findings | 第72-73页 |
| 6.2 limitations and further study aspect | 第73-74页 |
| References | 第74-76页 |
