中国建设银行信用卡营销策略研究ChinaConstructionBankCreditCardMarketingStrategyResearch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AbstractAtpresent,alongwithChinamoneymarkettheopeningtotheoutsideworld,China'sbankingindustryisfacingdaybydaythesternchallengegradually.FacingtheChinesecreditcardmarketopeningtendency'saccelerationandtheforeigncapitalfinancialorgan'spotentialcompetition,thedomesticmainCommercialbankenlargesinabundanceinthecreditcardservicetheinvestment.Thepaperisforthepurposeofutilizingthemarketingtheory,theanalysisConstructionbankcreditcardmarketingmarketenvironment,embarksfromtheConstructionbankcreditcardmarketingpresentsituation,toconsummatetheConstructionbankcreditcardmarketmarketingtoprovidethefeasiblecountermeasure.ThepaperfirsthascarriedontheanalysistotheConstructionbankcreditcardmarketingenvironmentandthemarket,pointedoutthattheConstructionbankcreditcardproductisbeingatthegrowthstage,shoulddevelopvigorously.ThendescribestheConstructionbankcreditcardmarketingpresentlytobenddown,pointedoutthattheConstructionbankcreditcardmarketingworkalsohadmanydifficulties,proposedcertainconsummatedtheConstructionbankcreditcardmarketingthecountermeasureandthesuggestion.Becausethedomesticcreditcardmarketcompetition'saggravatingandthecustomerdemand'sunceasingchange,theCommercialbankcreditcardmarketingisfacingthemostintensepatternchange,takestheConstructionbankwhichinfourbigstate-ownedbankstakestheleadtogoonthemarketinthemanagementidea,thefinancialresources,themeshpointlayoutandsoontoholdvariouslytakestheinitiative,simultaneouslyalsohasthenationalpolicysupportandtheeconomicalswiftgrowthtakesthesafeguard,themarketopportunityisverybig.Mustholdtheturningpoint,embarksactuallyfromlineofbusiness,theperfectcreditcardmarketingstrategy,becomesthedomesticcreditcardservicepacemaker.Keywords：CreditCard;MarketingEnvironment;MarketingSrategy;EconomicEnvironment目录摘要....................................................................................................................................IAbstract..................................................................................................................................II1绪论...............................................................................................................................11.1研究背景...................................................................................................................11.2论文研究的意义.........................................
