On the Marketing Strategies of Female-oriented Credit Card

Abstract

Abstract. With the popularity of personal credit and the establishment of individual credit system, credit card wins much more cardholder's approval in the global scope through its superiorities of security and convenience. It has become global payment means, which is the substitute for cash gradually. So the competition in this field becomes intense day by day. Therefore, one of the developing strategies of credit card is the segmentation of cardholders and chooses of the best cardholders. Compared with men, women gain more concept of excessive consumption. More and more women have entered into the society and taken on great responsibility, their rising social status and consuming ability enable them to become the community that the consuming market cannot underestimate. Questions which exist in the current China credit card marketing can be found through the analysis of domestic credit card market for female consumers, as well as the elementary theory utilized in the credit card marketing strategy research, including S.T.P and 4Ps marketing theory. By analyzing female consumer market, female consumer psychology and the case of Taixin Bank Rose Card's successful promotion, it can be proved that the potential of female-oriented credit card is tremendous, and suggestions are given on how to effectively promote domestic female-oriented credit card.