文档介绍：摘要
暑假期间,我有幸来到了中国工商银行本溪支行进行了为期一个月的业务实****学到了许多书本以外的知识,受益非浅。下面是我对银行信用卡营销进行的一点简单探讨。
目前,随着中国金融市场逐渐对外开放,中国的银行面临着日益严峻的挑战。面对中国信用卡市场开放趋势的加速和外资金融机构的潜在竞争,国内主要商业银行纷纷加大在信用卡业务上的投入。论文旨在运用营销理论,分析工商银行信用卡营销的市场环境,从工商银行信用卡营销现状出发,为完善工商银行信用卡市场营销提供可行的对策。论文首先对工商银行信用卡营销环境及市场进行分析,指出信用卡产品正处于成长阶段,应集中优势资源大力发展。接下来描述了工商银行信用卡营销现状,指出工商银行信用卡工作还存在许多难点,提出了完善工商银行营销的对策及建议。
关键词:信用卡;营销环境;营销策略;经济环境
英文摘要
During the summer vacation, i came to the China ICBC Benxi Sub-branch to carry on fortunately one month-long office practice, learned a lot of knowledge outside the books, benefit greatly. Here is my bank credit card marketing to the point briefly.
At present, along with China money market the opening to the outside world, China’s banking industry is facing day by day the stern challenge gradually. Facing the Chinese credit card market opening tendency’s acceleration and the foreign capital an’s petition, the domestic mercial bank enlarges in abundance in the credit card service the investment. The paper is for the purpose of utilizing the marketing theory, the analysis Construction bank credit card marketing market environment, embarks from the Construction bank credit card market marketing to provide the feasible countermeasure. The paper first has carried on the analysis to the Construction bank credit card marketing environment and the market, pointed out that the Construction bank credit card product is being at the growth stage, should develop vigorously. Then describes the Construction bank credit card marketing presently to bend down, pointed out that the Construction bank credit card marketing work also had many difficulties, proposed certain consummated the Construction bank credit card marketing the countermeasure and the suggestion.
Key words : Credit Card; Marketing Environment; Marketing Srategy; Economic Environment
目录
1 工商银行信用卡简介及现状分析 1
工行信用卡发展历史 1
工行信用卡现状 1
工行信用卡发卡情况 1
工行信用卡分类 2
工行信用卡定价策略 2
工行信用卡渠道策略 2
工行信用卡促销策略 2
2 企业分析 4