哈爾濱商業(yè)大學(xué)畢業(yè)論文（共19365字）
中國建設(shè)銀行信用卡營銷策略研究（市場(chǎng)營銷專業(yè)論文）
摘 要
目前，隨著中國金融市場(chǎng)逐漸對(duì)外開放，中國的銀行業(yè)面臨著日益嚴(yán)峻的挑戰(zhàn)。面對(duì)中國信用卡市場(chǎng)開放趨勢(shì)的加速和外資金融機(jī)構(gòu)的潛在競(jìng)爭(zhēng)，國內(nèi)主要商業(yè)銀行紛紛加大在信用卡業(yè)務(wù)上的投入。論文旨在運(yùn)用營銷理論，分析建設(shè)銀行信用卡營銷的市場(chǎng)環(huán)境，從建設(shè)銀行信用卡營銷現(xiàn)狀出發(fā)，為完善建設(shè)銀行信用卡市場(chǎng)營銷提供可行的對(duì)策。論文首先對(duì)建設(shè)銀行信用卡營銷環(huán)境及市場(chǎng)進(jìn)行了分析，指出建設(shè)銀行信用卡產(chǎn)品正處于成長階段，應(yīng)集中優(yōu)勢(shì)資源大力發(fā)展。接下來描述了建設(shè)銀行信用卡營銷現(xiàn)伏，指出建設(shè)銀行信用卡營銷工作還存在許多難點(diǎn)，提出了完善建設(shè)銀行信用卡營銷的對(duì)策及建議。
由于國內(nèi)信用卡市場(chǎng)競(jìng)爭(zhēng)的加劇和客戶需求的不斷改變，商業(yè)銀行信用卡營銷正面臨最為激烈的模式改變，作為四大國有銀行中率先上市的建設(shè)銀行在經(jīng)營理念、財(cái)務(wù)資源、網(wǎng)點(diǎn)布局等多方面占有先機(jī)，同時(shí)又擁有國家政策支持和經(jīng)濟(jì)快速增長作為保障，市場(chǎng)機(jī)會(huì)很大。必須抓住契機(jī)，從本行實(shí)際出發(fā)，完善信用卡營銷策略，成為國內(nèi)信用卡業(yè)務(wù)的領(lǐng)跑者。

關(guān)鍵詞：信用卡；營銷環(huán)境；營銷策略；經(jīng)濟(jì)環(huán)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　　錄
摘 要 I
Abstract II
1 緒 論 1
1.1 研究背景 1
1.2 論文研究的意義 1
2 中國建設(shè)銀行信用卡營銷環(huán)境分析 2
2.1 中國建設(shè)銀行信用卡營銷宏觀環(huán)境分析 2
2.1.1 經(jīng)濟(jì)環(huán)境分析 2
2.1.2 人口環(huán)境分析 3
2.2 中國建設(shè)銀行信用卡微觀環(huán)境分析 4
3 中國建設(shè)銀行信用卡營銷現(xiàn)狀及發(fā)展趨勢(shì) 6
3.1 中國建設(shè)銀行信用卡營銷現(xiàn)狀 6
3.1.1 中國建設(shè)銀行現(xiàn)有信用卡種類 6
3.1.2 中國建設(shè)銀行信用卡定價(jià)策略與其他銀行無差異 6
3.1.3 中國建設(shè)銀行信用卡采用多渠道共同發(fā)展策略 7
3.1.4 中國建設(shè)銀行信用卡促銷策略 7
3.2 中國建設(shè)銀行信用卡營銷的發(fā)展趨勢(shì) 7
4 中國建設(shè)銀行信用卡營銷中存在的問題及原因分析 9
4.1 缺乏科學(xué)的市場(chǎng)細(xì)分 9
4.2 產(chǎn)品同質(zhì)化競(jìng)爭(zhēng)嚴(yán)重 9
4.3 營銷渠道單一 10
4.4 促進(jìn)刷卡力度不足 11
4.5 促銷方法簡(jiǎn)單 11
4.6 促銷人員素質(zhì)較低 12
4.7 優(yōu)質(zhì)客戶在流失 12
5 完善中國建設(shè)銀行信用卡營銷策略 14
5.1 對(duì)市場(chǎng)進(jìn)行科學(xué)細(xì)分 14
5.2 加快產(chǎn)品創(chuàng)新 14
5.2.1 豐富信用卡產(chǎn)品功能 14
5.2.2 提供個(gè)性化的信用卡產(chǎn)品 15
5.2.3 加快開發(fā)高端信用卡產(chǎn)品 15
5.3 建立完善的信用卡營銷渠道 16
5.3.1 加強(qiáng)信用卡電子營銷渠道建設(shè) 16
5.3.2 加強(qiáng)營銷隊(duì)伍建設(shè) 16
5.4 使用合理的促銷策略 17
5.4.1 確立“全員營銷”觀念 17
5.4.2 完善信用卡營銷的激勵(lì)政策 17
5.4.3 加強(qiáng)日常宣傳 17
5.5 不斷提高客戶滿意度 18
5.5.1 提高客戶維系能力 18
5.5.2 建立有效的客戶關(guān)系管理系統(tǒng) 18
結(jié) 論 21
參考文獻(xiàn) 22
致 謝 24
附　 錄 25