中国建设银行信用卡营销策略研究（市场营销毕业论文）.doc
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中国建设银行信用卡营销策略研究（市场营销毕业论文）,哈尔滨商业大学毕业论文（共19365字）中国建设银行信用卡营销策略研究（市场营销专业论文）摘要目前，随着中国金融市场逐渐对外开放，中国的银行业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，分析建设银行信用卡营销的市场环...
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哈尔滨商业大学毕业论文（共19365字）
中国建设银行信用卡营销策略研究（市场营销专业论文）
摘 要
目前，随着中国金融市场逐渐对外开放，中国的银行业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，分析建设银行信用卡营销的市场环境，从建设银行信用卡营销现状出发，为完善建设银行信用卡市场营销提供可行的对策。论文首先对建设银行信用卡营销环境及市场进行了分析，指出建设银行信用卡产品正处于成长阶段，应集中优势资源大力发展。接下来描述了建设银行信用卡营销现伏，指出建设银行信用卡营销工作还存在许多难点，提出了完善建设银行信用卡营销的对策及建议。
由于国内信用卡市场竞争的加剧和客户需求的不断改变，商业银行信用卡营销正面临最为激烈的模式改变，作为四大国有银行中率先上市的建设银行在经营理念、财务资源、网点布局等多方面占有先机，同时又拥有国家政策支持和经济快速增长作为保障，市场机会很大。必须抓住契机，从本行实际出发，完善信用卡营销策略，成为国内信用卡业务的领跑者。
关键词：信用卡；营销环境；营销策略；经济环境
Abstract
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 financial organ's potential competition, the domestic main Commercial 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 marketing present situation, to consummate 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.
Because the domestic credit card market competition's aggravating and the customer demand's unceasing change, the Commercial bank credit card marketing is facing the most intense pattern change, takes the Construction bank which in four big state-owned banks takes the lead to go on the market in the management idea, the financial resources, the mesh point layout and so on to hold variously takes the initiative, simultaneously also has the national policy support and the economical swift growth takes the safeguard, the market opportunity is very big. Must hold the turning point, embarks actually from line of business, the perfect credit card marketing strategy, becomes the domestic credit card service pacemaker.
Keywords：Credit Card; Marketing Environment; Marketing Srategy; Economic Environment
目 录
摘 要 I
Abstract II
1 绪 论 1
1.1 研究背景 1
1.2 论文研究的意义 1
2 中国建设银行信用卡营销环境分析 2
2.1 中国建设银行信用卡营销宏观环境分析 2
2.1.1 经济环境分析 2
2.1.2 人口环境分析 3
2.2 中国建设银行信用卡微观环境分析 4
3 中国建设银行信用卡营销现状及发展趋势 6
3.1 中国建设银行信用卡营销现状 6
3.1.1 中国建设银行现有信用卡种类 6
3.1.2 中国建设银行信用卡定价策略与其他银行无差异 6
3.1.3 中国建设银行信用卡采用多渠道共同发展策略 7
3.1.4 中国建设银行信用卡促销策略 7
3.2 中国建设银行信用卡营销的发展趋势 7
4 中国建设银行信用卡营销中存在的问题及原因分析 9
4.1 缺乏科学的市场细分 9
4.2 产品同质化竞争严重 9
4.3 营销渠道单一 10
4.4 促进刷卡力度不足 11
4.5 促销方法简单 11
4.6 促销人员素质较低 12
4.7 优质客户在流失 12
5 完善中国建设银行信用卡营销策略 14
5.1 对市场进行科学细分 14
5.2 加快产品创新 14
5.2.1 丰富信用卡产品功能 14
5.2.2 提供个性化的信用卡产品 15
5.2.3 加快开发高端信用卡产品 15
5.3 建立完善的信用卡营销渠道 16
5.3.1 加强信用卡电子营销渠道建设 16
5.3.2 加强营销队伍建设 16
5.4 使用合理的促销策略 17
5.4.1 确立“全员营销”观念 17
5.4.2 完善信用卡营销的激励政策 17
5.4.3 加强日常宣传 17
5.5 不断提高客户满意度 18
5.5.1 提高客户维系能力 18
5.5.2 建立有效的客户关系管理系统 18
结 论 21
参考文献 22
致 谢 24
附 录 25
中国建设银行信用卡营销策略研究（市场营销专业论文）
摘 要
目前，随着中国金融市场逐渐对外开放，中国的银行业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，分析建设银行信用卡营销的市场环境，从建设银行信用卡营销现状出发，为完善建设银行信用卡市场营销提供可行的对策。论文首先对建设银行信用卡营销环境及市场进行了分析，指出建设银行信用卡产品正处于成长阶段，应集中优势资源大力发展。接下来描述了建设银行信用卡营销现伏，指出建设银行信用卡营销工作还存在许多难点，提出了完善建设银行信用卡营销的对策及建议。
由于国内信用卡市场竞争的加剧和客户需求的不断改变，商业银行信用卡营销正面临最为激烈的模式改变，作为四大国有银行中率先上市的建设银行在经营理念、财务资源、网点布局等多方面占有先机，同时又拥有国家政策支持和经济快速增长作为保障，市场机会很大。必须抓住契机，从本行实际出发，完善信用卡营销策略，成为国内信用卡业务的领跑者。
关键词：信用卡；营销环境；营销策略；经济环境
Abstract
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 financial organ's potential competition, the domestic main Commercial 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 marketing present situation, to consummate 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.
Because the domestic credit card market competition's aggravating and the customer demand's unceasing change, the Commercial bank credit card marketing is facing the most intense pattern change, takes the Construction bank which in four big state-owned banks takes the lead to go on the market in the management idea, the financial resources, the mesh point layout and so on to hold variously takes the initiative, simultaneously also has the national policy support and the economical swift growth takes the safeguard, the market opportunity is very big. Must hold the turning point, embarks actually from line of business, the perfect credit card marketing strategy, becomes the domestic credit card service pacemaker.
Keywords：Credit Card; Marketing Environment; Marketing Srategy; Economic Environment
目 录
摘 要 I
Abstract II
1 绪 论 1
1.1 研究背景 1
1.2 论文研究的意义 1
2 中国建设银行信用卡营销环境分析 2
2.1 中国建设银行信用卡营销宏观环境分析 2
2.1.1 经济环境分析 2
2.1.2 人口环境分析 3
2.2 中国建设银行信用卡微观环境分析 4
3 中国建设银行信用卡营销现状及发展趋势 6
3.1 中国建设银行信用卡营销现状 6
3.1.1 中国建设银行现有信用卡种类 6
3.1.2 中国建设银行信用卡定价策略与其他银行无差异 6
3.1.3 中国建设银行信用卡采用多渠道共同发展策略 7
3.1.4 中国建设银行信用卡促销策略 7
3.2 中国建设银行信用卡营销的发展趋势 7
4 中国建设银行信用卡营销中存在的问题及原因分析 9
4.1 缺乏科学的市场细分 9
4.2 产品同质化竞争严重 9
4.3 营销渠道单一 10
4.4 促进刷卡力度不足 11
4.5 促销方法简单 11
4.6 促销人员素质较低 12
4.7 优质客户在流失 12
5 完善中国建设银行信用卡营销策略 14
5.1 对市场进行科学细分 14
5.2 加快产品创新 14
5.2.1 丰富信用卡产品功能 14
5.2.2 提供个性化的信用卡产品 15
5.2.3 加快开发高端信用卡产品 15
5.3 建立完善的信用卡营销渠道 16
5.3.1 加强信用卡电子营销渠道建设 16
5.3.2 加强营销队伍建设 16
5.4 使用合理的促销策略 17
5.4.1 确立“全员营销”观念 17
5.4.2 完善信用卡营销的激励政策 17
5.4.3 加强日常宣传 17
5.5 不断提高客户满意度 18
5.5.1 提高客户维系能力 18
5.5.2 建立有效的客户关系管理系统 18
结 论 21
参考文献 22
致 谢 24
附 录 25
