Proceedings of the 2016 2nd International Conference on Education Technology, Management and Humanities Science

On the Marketing Strategies of Female-oriented Credit Card

Authors
Yanni Li, Lili Wang, Yanling Tang, Peiguo Wang, Yiqun Liu, Baichao Gong
Corresponding Author
Yanni Li
Available Online January 2016.
DOI
https://doi.org/10.2991/etmhs-16.2016.154How to use a DOI?
Keywords
female;credit card; consuming psychology; marketing strategy
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.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
2016 2nd International Conference on Education Technology, Management and Humanities Science
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
January 2016
ISBN
978-94-6252-160-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/etmhs-16.2016.154How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Yanni Li
AU  - Lili Wang
AU  - Yanling Tang
AU  - Peiguo Wang
AU  - Yiqun Liu
AU  - Baichao Gong
PY  - 2016/01
DA  - 2016/01
TI  - On the Marketing Strategies of Female-oriented Credit Card
BT  - 2016 2nd International Conference on Education Technology, Management and Humanities Science
PB  - Atlantis Press
SP  - 699
EP  - 702
SN  - 2352-5398
UR  - https://doi.org/10.2991/etmhs-16.2016.154
DO  - https://doi.org/10.2991/etmhs-16.2016.154
ID  - Li2016/01
ER  -