交通银行双币信用卡营销策略研究.pdfVIP

摘 要 从上世纪80 年代我国金融市场有了第一张信用卡以来，我国信用卡市场发生 了巨大的变化，先后有十几家国内商业银行开始了这项业务，信用卡的品种也有 最初的几种发展到现在的上百种。随着中国加入WTO，外资大量涌入，国内商业银 行在获得发展机遇的同时，面临着更为激烈的市场竞争。根据世界贸易组织有关 规定，加入 WTO 后，我国银行业将放松市场准入限制，外资银行可经营人民币业 务，实行金融产品零售业的全面开放。外资银行将凭借强大的资金支持、先进的 管理经验和技术手段、完善的服务功能以及灵活的运作机制，迅速以信用卡等技 术含量较高的现代化中间业务作为打入中国市场的突破口、冲击国内银行。信用 卡业务将成为国内外商业银行竞争最激烈的业务之一。 2006 年底，我国已经正式开放了国内的金融市场，作为银行业务中利润最丰 厚的一块一双币信用卡业务也必将成为国内外商业银行、银行卡公 的必争之地。 如何应对即将到来的信用卡市场大战，进一步拓展交通银行的双币信用卡业务， 是我们必须面对的一个重要问题。 本文首先论述了相关的营销战略理论一一营销管理理论、关系营销理论和顾 客价值理论，并分析了交通银行双币信用卡业务的营销现状和存在的问题，借鉴 了西方发达国家银行业进行市场营销的经验，并提出了如何进一步深化双币银行 信用卡业务的营销策略建议。 关键词：交通银行；双币信用卡；营销策略 1 Abstract From the eighties of the last century has been the first of Chinas financial markets ， credit cards， Chinas credit card market has changed dramatically， there have been more than ten domestic commercial banks to start the business， credit cards also have the original varieties of several development now hundreds. With Chinas accession to the WTO， the influx of foreign and domestic commercial banks at the same time access to development opportunities and face more intense competition in the market. In accordance with the relevant provisions of World Trade Organization， to join WTO， Chinas banking industry to relax restrictions on market access， foreign banks can conduct RMB business of retail financial products to implement the comprehensive opening up. Foreign banks will rely on a strong financial support ， advanced management experience and technical means ， and improve the service functions and operation of flexible mechanisms ，such as credit card technology rapidly to higher levels of modernization among the business as a breakthrough to enter the Chinese market ， the impact of domestic banks . Credit card busines