文档介绍：我国商业银行信用卡营销策略研究
我国商业银行信用卡营销策略研究
中文摘要
信用卡业务是商业银行最重要的中间业务之一, 国内银行无论在面临的社会
营销手段等微观经营理念、还是在经营机制、电子网络等宏观层面, 信用制度、
信用卡业务也是我国商业银行经营最与发达国家相比都有着很大的差距。层面,
通过借鉴发达国家信用卡经营的经验来发如何结合国情, 因而, 为薄弱的环节。
展壮大我国的信用卡产业具有重大意义。本文仅从商业银行信用卡营销角度入
手,来探索适合我国商业银行的信用卡营销策略。?
银行信贷等质量管理、战略管理、品牌管理、营销学、本文运用了管理学、
理论对信用卡的市场营销情况进行了分析。?
通过SWOT分析得出结论:国内商业银行应先内后外,实施增长型策略而不是
理论上的防御性战略;通过科特勒的假设市场结构理论分析,得出结论:国内银
行应实施领导者策略;通过具体国情,得出国内商业银行的客户定位:有信誉的
也不是美国银行的借而不是目前民和中产阶层,
并着提出信用卡营销质量功能展开的想法, 通过4P和4C的分析, 款偏好的客户;
重分析了顾客满意的内涵是目标客户满意而不是全部顾客满意的结论; 最后通过
借鉴发达国家经营方式, 提出了国内商业银行的产品策略、价格策略、促销策略、
对当前的信用卡领域的新的营同时, 这也是本文的重点; 渠道策略及品牌策略,
销模式进行了分析, 指出商业银行应该不断进行营销创新才能有可能立于不败之
地。关键词: 商业银行??信用卡??营销策略 I我国商业银行信用卡营销策略研究
ABSTRACT
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