Analysis of Female-oriented Credit Card Marketing in China

Abstract

Changes over time in the women’s consuming power and use of credit cards lead to the prosperity of female-oriented credit cards in China. This paper analyzed women’s distinctive consuming behavior pattern and psychology that the financial marketers should be aware of, explored obstacles of infrastructure, cultural orientation and other limits to the rapid growth of female-oriented credit card business, and finally concluded that the local banks’ competitiveness of the portion and profitability in the female-oriented credit card market depended in a crucial way on their ability to attain the existing, as well as new female credit card holders by choosing the most effective types of marketing methods.
Key words: Female-oriented credit card; Behavior pattern; Psychology; Marketing