银行卡营销研究.docVIP

银行卡营销研究 摘 要 中国的银行卡市场方兴末义，进入WTO后，有专家预言：“外商银行进入中国的第一个桥头堡将是以银行卡为主的支付业市场”。不少国际性银行正着手对我国的银行号市场进行凋查和评估，入世后我国各商业银行将面临着银行卡支付业务上的直接竞争。中国的银行卡业务将面临严峻的挑战。提高竞争意识，全面贯彻实施统一业务规范、技术标准平。品牌标识。实现全国银行卡联网通用．改革完善锹行卡经营管理体制，是我银行参与国际竞争的必经之路。但是在银行卡联网通用的具体实施过程，银行卡的市场营销战略对于银行的各个发卡银行的银行卡未来业务起到决定性作用。出于对我国银行卡业未来发展的密切关注，我收集了大量的相关资料，并结合所学的市场营销、电子商务等方面进行了细致的分析与研究，旨在从市场营销的角度为银行卡业务探索出一条切实可行的道路。 本文从国外银行卡发展情况入手，简单介绍了介绍了银行卡国内外的研究现状以及国际银行卡的发展经验，随后对我国银行卡的发展状况进行了详细的介绍，并利用SWOT分析法对我国银行卡市场营销进行了简单分析，并找出我国银行卡发展中出现的问题，最后针对这些问题提出了合理化的建议。 关键词：银行卡 发展现状 营销现状 SWOT分析 问题 建议 Marketing of bank card Abstract Bank of China card terminal market Fangxing righteousness, the entry into the WTO, experts have predicted: foreign banks to enter the China first bridgehead will be by bank card based payment industry market.?Many international banks are working on Chinas banks, the market for investigation and assessment, after joining WTO, the commercial banks in China will be faced with bank card payment business in direct competition.Will face severe challenges China?bank card business.To enhance the sense of competition,the full implementation of?a unified?business norms,?technical?standard.?Brand identity.The national bank card network general. Reform and improve the spade card management system, is my bank to participate in the international competition.?But in the bank card network universal and specific implementation process, the marketing strategy of bank cards for each banks issuing bank bank card future business plays a decisive role.?For of Chinas bank card industry in the future development of pay close attention to the, I collected a number of relevant documents, and combining with the marketing, e-commerce and other aspects of the detailed analysis and research, in order to from the perspective of marketing for the bank card business to explore a feasible way. This paper from the foreign bank card development with, a brief introduction of the bank card development experience of domestic and foreign research situ