Marketing Mix

1.0 Introduction

Chinese Merchants Bank has several exciting services including the one card and “CNC” throughout this paper I will address how CMBC should market these services to help increase their business.

Product:

The One-card:

CMBC issued its first one-card in 1995, it is honoured as the best innovation of the bank. Since then, almost 260 million cards have been issued. The CMBC has the greatest number of cards in circulation throughout China.

A CNC:

CNC is an Internet Banking site, first established in September 1999. As far as I am concerned, CMBC’s CNC is the best online banking service in China, whether from the technological view or portfolio options it is the best. Numerous huge financial corporations choose CMBC’s CNC because of its convenience.

Price:

The services that CMBC provides are the same regardless of card level. Although more expensive cards have high spending limits, for example the Black card costs ￥500(find daily limit) , however the Golden card costs ￥300.(find daily limit)

So there is a problem, how can we make customers equally interested in both of these services?

I have SWOT analyze below down:

Strength | It is a first Bank create this pattern, it have more experience than the other bank. |

Weaknesses | It not has abundant money invest on this term than other banks such as ICBC. |

Opportunities | There are more and more corporations choose CMBC. |

Threats | The general risk in the finical. |

Outline

First step: Introduction the overview of CMBC.

Second step: Analyze the 4ps (Product, Price, Promotion, Place).

Third step: Give my own opinion that how to help CMBC to make Marketing Mix.

2.0 Method

I find some services in the official internet, this is a way to find online. However, to enable me to know these services more trust, so I went Bank to have a research, sometimes I went to ask management, go to ask advantage about One-Card, A CMC.

I also checked something that we cannot find in the...