中国建设银行信用卡营销策略研究毕业论文.docVIP

中国建设银行信用卡营销策略研究 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, Chinas banking industry is facing day by day the stern challenge gradually. Facing the Chinese credit card market opening tendencys acceleration and the foreign capital financial organs 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 competitions aggravating and the customer demands 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