但是,中国银行的信用卡业务并没有取得与其金融市场地位相匹配的业绩。
本文首先从营销学的基础理论出发,介绍了国外及国内市场营销理论的发展历程,
并重点介绍了信用卡业务的研究现状,为文章的研究打下了理论基础。第三章从中国银
行M支行本身进行深入研究,从宏观环境角度对M支行的营销环境进行了深入分析,并
利用SWOT模型分析了 M支行面临的优势、劣势、机遇、威胁,还重点研究了 M支行的
营销策略的现状。由以上分析得出M支行在信用卡营销策略上存在的问题,为进行营销
策略创新研究打下实践基础。
第四章是本文的中心环节,首先准确定位了M支行信用卡营销的目标,其次在目标
定位的基础上进行市场细分,然后结合4P理论对M支行信用卡营销策略进行设计,并
且对信用卡的发卡环节和风险管理环节进行了重新优化设计。最后本文还对信用卡营销
策略的实施的配套措施进行了详细设计,包括完善的激励机制、健全的信用卡测评系统、
创造良好的使用环境、加快数据库建设以及加强信用卡业务人才的培养。
[关键词]商业银行信用卡营销策略
[研究类型]应用研究
Abstract
Credit card business is the modern commercial bank is the most important
one of the intermediate business of banking in the United States, almost half of
the country ’s retail business,and China in the future lOyears will be the world's
largest credit card market. The Bank of China as one of the four major
state-owned banks, in the financial field in our country has the irreplaceable role,
always in the leading position of bank business. However, the Bank of China
credit card business and did not obtain its financial market position matching
performance.
This paper from the marketing theory, introduced the foreign and domestic
marketing theory development process, and mainly introduces the research
status of credit card business, the research has laid a theoretical basis. The third
chapter from the M branch of Bank of China itself has thorough research, from
the macro environment of M branch of the marketing environment is analyzed,
and the use of the SWOT model analysis of M branch is faced with advantages
and disadvantages, opportunities, threats, but also focus on the M branch of the
marketing strategy of the current situation. From the above analysis that M
branch in the credit card marketing strategy existing problems, for marketing
。。。
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