本文利用现代管理学、营销学、战略管理等理论知识对XX银行信用卡的营销
管理进行了分析研究,找到了 XX商业银行信用卡营销管理中存在的问题,并利用
现代营销方法,通过对n银行进行SWOT分析找到适合XX商业银行信用卡营销的
发展战略,并通过借鉴发达国家的经营管理方式,提出n商业银行信用卡发展的
一些品牌策略、促销策略、价格策略、产品策略等,从而保证xx商业银行的信用
卡营销策略的顺利发展。
关键词:信用卡;营销策略;营销管理
ABSTRCT
As the national economy growing and development, people's consumption
concept continues to change, the achievements of the credit card business,and the
industry can bring high profit to the bank, so more and more financial enterprises look
into the credit card business. So how in the highly competitive environment to achieve
the development of the credit card, it can not be ignored important issues by XX bank.
In this paper, use of modern management science, marketing, strategic
management theory of knowledge of the XX bank credit card marketing management
undertook analytic study, find the XX of commercial bank credit card marketing
management problems, and the use of modern marketing methods, through the XX
bank SWOT analysis for XX commercial bank credit card marketing development
strategy, and through drawing lessons from a developed country management, put
forward XX commercial bank credit card development some brand strategy, promotion
strategy, pricing strategy, product strategy, so as to ensure the XX commercial bank
credit card marketing strategy development smoothly.
Key words: Credit Card; Marketing Strategy; Marketing Management
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