摘要随着我国改革开放的不断深入，越来越多的外资银行进入中国，外资银行以其先进的管理经验，以其对信用卡的管理引起国内银行发行信用卡的热潮，银行业间的竞争日益激烈。鉴于此，本文首先简述信用卡的内涵、特点，以及银行进行信用卡营销的必要性，然后指出中国银行信用卡营销管理存在的问题，最后提出中国银行信用卡营销管理的对策，希望中国银行进行差异化营销，加强个性化产品的研发，注重品牌的建设等，从而不断提升银行的营销水平，提升银行的竞争力，是具有现实意义的研究课题。关键词：中国银行；信用卡；营销管理ABSTRACTWiththedeepeningofChina'sreformandopeningup,moreandmoreforeignbankstoenterChina,foreignbanks,withitsadvancedmanagementexperience,withitscreditcardmanagementcausedtheboomofdomesticbanksthatissuecreditcardsandincreasinglyfiercecompetitionbetweenthebankingindustry.Inviewofthis,thepaperfirstoutlinedtheconnotationofthecreditcard,features,andtheneedforbankstocreditcardmarketing,andthenpointedouttheproblemsoftheBankofChinacreditcardmarketingmanagement,andfinallyaskedtheBankofChinacreditcardmarketingmanagementcountermeasures,BankofChinatocarryoutdifferentiatedmarketingtostrengthentheresearchanddevelopmentofpersonalizedproducts,focusonbrandbuilding,soastocontinuouslyenhancethelevelIofthebank'smarketingtoenhancethecompetitivenessofthebankisofpracticalsignificancetotheresearchtopic.Keywords:BankofChina；Creditcard；MarketingManagement目录毕业论文声明............................................................I摘要..................................................................IIABSTRACT..............................................................III目录................................................................IV第1章绪论.........................................................................................................................................1第2章信用卡简述..............................................................................................................................22.1信用卡的内涵及特点..................................................................................................................22.2银行进行信用卡营销的必要性................................................................................................2第3章中国银行信用卡营销管理存在的问题...........................................................................43.1营销理念落后，营销方式单一................................................................................................43.2同质化现象严重...........................................................................................................................43.3信用卡的品牌影响力不强.........................................................................................................53.4营业网点少.....................................................................................................................................5第4章中国银行信用卡营销管理的对策.....................................................................................64.1细分市场，进行差异化营销......................................................................................................6II4.2加强个性化信用卡的研发.........................................................................................................64.3加强信用卡品牌推广....................................................................................................
