外文翻译------我国信用卡营销策略的研究.doc
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外文翻译------我国信用卡营销策略的研究,since 2000, the credit card market has been developing rapidly. the developmentof the credit card meets the needs of the development of the people’s way of life...
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Since 2000, the credit card market has been developing rapidly. The developmentof the credit card meets the needs of the development of the people’s way of life andthe consumption level. It is the outcome when the social economy develops to acertain phase and is the evident trend when the Chinese finance develops towardmodernization and internationalization. To research the marketing strategy of thecredit card is the premise and the basis of understanding the competitive developingtrend of the credit card market, grasping the developing law of the credit card market,and improving the competitive superiority of the enterprise.Under the background of working in the financial settling unit, with the personalexperiences of all the services of the credit card, and on the basis of reading a largenumber of materials, the author employs the method of combining the theory with thepractice in order to make a comprehensive analysis of the marketing strategy of thecredit card. First we should understand the basic operating trial of the credit card andthe developing conditions at home and abroad;second on the basis of the analysis ofthe macro and micro environment we should carry out the research into the marketsegmentation of the credit card;and then from the two aspects of the marketing channeland the strategy of the sales promotion, we comprehensively research the 4PSimportant elements of the credit card (The 4PS are product, price, place andpromotion.)Concerning the sales promotion strategy of the product, the analysis of themarketing strategy is conducted from three aspects—the price strategy, theva lue-added service strategy and the product strategy.
Being one of the most important intermediary services tools in commercial banks, credit card business of domestic banks has by far lagged behind developed countries, no matter in the macro social credit system and internet management, or in the microcosmic business philosophy, operation mechanism and marketing mix. In the meanwhile, credit card service is also the weakest link in China commercial banks’ business operation. Therefore, it turns to be quite significant to develop and strengthen China credit card industry learning the experience of developed countries based on China social condition.
With the fast 、 steady and healthy development of our country’s economy, the level of people’s consumption is raising, also they require more and more financial service . More people have accepted the change in the way of the payment from cash to credit card. All
自2000年以来,信用卡市场得到了飞速的发展,信用卡的发展顺应了人们的生活方式和消费水平发展的需要,是社会经济发展到一定阶段的产物,是中国金融业走向现代化、国际化的必然发展趋势。研究信用卡的营销策略,是了解信用卡市场竞争发展走向、掌握信用卡市场发展规律、提高企业竞争优势的前提和基础。本文是作者以所在金融结算单位为背景,在亲身体验信用卡各项服务以及在大量阅读文献资料的基础上完成的,运用理论结合实际的方法对信用卡的营销策略进行了全面剖析。首先了解信用卡的基本运作和国内外的发展状况;其次是通过宏观与微观的环境分析的基础上,进行信用卡的市场细分研究;然后分别从营销渠道、促销策略两个方面来综合研究信用卡的4PS要素(即产品Product、价格Price、渠道Place、促销Promotion)。在产品促销策略中,主要从价格策略、增值服务策略、产品策略等三个方面进行了营销策略分析。
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信用制度、电子网络等宏观层面，还是在经营机制、经营理念、营销手段等微观层面，与发达国家相比都有着很大的差距。信用卡业务也是我国商业银行经营最为薄弱的环节。因而，如何结合国情，通过借鉴发达国家信用卡经营的经验来发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
Being one of the most important intermediary services tools in commercial banks, credit card business of domestic banks has by far lagged behind developed countries, no matter in the macro social credit system and internet management, or in the microcosmic business philosophy, operation mechanism and marketing mix. In the meanwhile, credit card service is also the weakest link in China commercial banks’ business operation. Therefore, it turns to be quite significant to develop and strengthen China credit card industry learning the experience of developed countries based on China social condition.
With the fast 、 steady and healthy development of our country’s economy, the level of people’s consumption is raising, also they require more and more financial service . More people have accepted the change in the way of the payment from cash to credit card. All
自2000年以来,信用卡市场得到了飞速的发展,信用卡的发展顺应了人们的生活方式和消费水平发展的需要,是社会经济发展到一定阶段的产物,是中国金融业走向现代化、国际化的必然发展趋势。研究信用卡的营销策略,是了解信用卡市场竞争发展走向、掌握信用卡市场发展规律、提高企业竞争优势的前提和基础。本文是作者以所在金融结算单位为背景,在亲身体验信用卡各项服务以及在大量阅读文献资料的基础上完成的,运用理论结合实际的方法对信用卡的营销策略进行了全面剖析。首先了解信用卡的基本运作和国内外的发展状况;其次是通过宏观与微观的环境分析的基础上,进行信用卡的市场细分研究;然后分别从营销渠道、促销策略两个方面来综合研究信用卡的4PS要素(即产品Product、价格Price、渠道Place、促销Promotion)。在产品促销策略中,主要从价格策略、增值服务策略、产品策略等三个方面进行了营销策略分析。
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信用制度、电子网络等宏观层面，还是在经营机制、经营理念、营销手段等微观层面，与发达国家相比都有着很大的差距。信用卡业务也是我国商业银行经营最为薄弱的环节。因而，如何结合国情，通过借鉴发达国家信用卡经营的经验来发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
