摘要本文首先探讨了相关的营销战略理论，然后分析了我国信用卡市场发展现状和银行信用卡业务现状，对银行信用卡策略进行分析，并指出了其中存在营销深化、价格体系不完整等问题。借鉴了西方发达国家信用卡营销的经验，最后提出了银行信用卡营销策略的建议。作为重点，本文用了较大篇幅分析了银行信用卡营销现状和存在问题，以及对其营销策略选择提出了具有可操作性的建议推进银行信用卡经营体制的改革、加强信用卡业务的市场细化和业务创新、完善其价格体系、加强信用卡的品牌建设、开展与其他产品的交叉销售、培育市场的信用卡消费文化、采用网络营销策略和关系营销策略、加强风险控制和风险控制体系与客户综合信息管理系统的建立。关键词：信用卡；信用消费；金融市场；营销策略AbstractThisarticlefirstexploredrelatedmarketingstrategytheory,andthenanalyzethecreditcardmarketdevelopmentstatusandcreditstatus,bankcreditcardpolicyanalysis,andhighlightsthedeepeningexistingmarketing,pricesystemisincomplete.DrawstheWesterndevelopedcountriescreditcardmarketingexperience,bankcreditcardmarketingpolicyrecommendations.Asthefocusofthisarticlewiththelargerpartofthebankcreditcardmarketingsituationandproblems,andtoitsmarketingstrategyselectionmadeactionablerecommendationspromotebankcreditcardoperatingsystemreform,strengthenthecreditcardmarketrefinementandbusinessinnovation,improveitspricesystem,strengthenthecreditcardbrand-building,developmentandotherproductcross-selling,nurturemarketcreditcardconsumerculture,theuseofInternetmarketingstrategiesandrelationshipmarketingstrategiesandenhanceriskcontrolandriskmanagementsystemandcustomercomprehensiveinformationmanagementsystem.Keywords:Creditcard;Consumercredit;Financialmarkets;Marketingstrategy目录摘要.......................................................................................................................IABSTRACT...........................................................................................................................II第一章绪论................................................................................................11.1研究的意义及目的.....................................................................11.2文献综述....................................................................................................11.3研究的方法及内容.....................................................................2第二章信用卡业务营销环境分析...........................32.1企业及产品概况介绍.............................................................32.1.1工商银行信用卡发展历史......................................32.1.2工商银行信用卡特点......................................................42.2牡丹信用卡业务深圳地区营销现状...............52.3主要竞争对手分析.....................................................................62.4牡丹信用卡SWOT分析.................................................................82.5本章小结....................................................................................................11第三章信用卡业务用户需求分析.......................123.1深圳地区信用卡持有人情况调查...................123.2工商银行客户定位及产品设计...........................133.3本章小结................................................................................................16第四章牡丹信用卡营销策略建议.......................174.1产品策略建议.................................................................................174.2分销策略建议......................
