外文翻譯------我國(guó)信用卡營(yíng)銷策略的研究

1、中文 中文 2360 字Study on marketing strategy of credit card in ChinaSince 2000, the credit card market has been developing rapidly. The developmentof the credit card meets the needs of the development of the people’s way of l

2、ife andthe consumption level. It is the outcome when the social economy develops to acertain phase and is the evident trend when the Chinese finance develops towardmodernization and internationalization. To research th

3、e marketing strategy of thecredit card is the premise and the basis of understanding the competitive developingtrend of the credit card market, grasping the developing law of the credit card market,and improving the com

4、petitive superiority of the enterprise.Under the background of working in the financial settling unit, with the personalexperiences of all the services of the credit card, and on the basis of reading a largenumber of ma

5、terials, the author employs the method of combining the theory with thepractice in order to make a comprehensive analysis of the marketing strategy of thecredit card. First we should understand the basic operating trial

6、of the credit card andthe developing conditions at home and abroad;second on the basis of the analysis ofthe macro and micro environment we should carry out the research into the marketsegmentation of the credit card;an

7、d then from the two aspects of the marketing channeland the strategy of the sales promotion, we comprehensively research the 4PSimportant elements of the credit card The 4PS are product, price, place andpromotion. Conce

8、rning the sales promotion strategy of the product, the analysis of themarketing strategy is conducted from three aspects―the price strategy, thevalue-added service strategy and the product strategy. Being one of the most

9、 important intermediary services tools in commercial banks, credit card business of domestic banks has by far lagged behind developed countries, no matter in the macro social credit system and internet management, or in

10、the microcosmic business philosophy, operation mechanism and marketing mix. In the meanwhile, credit card service is also the weakest link in China commercial banks’ business operation. Therefore, it turns to be quite s

11、ignificant to develop and strengthen China credit card industry learning the experience of developed countries based on China social condition. With the fast steady and healthy development of our country’s economy, the

12、 level of people’s consumption is raising, also they require more and more financial service . More people have accepted the change in the way of the payment from cash to credit card. All of these established a good ba

13、se for the development of credit card. In June 1985, Zhuhai branch, Bank of China issued the first credit card―zhongyin card. But this card is not the truly credit card, if the cardholder want to pay the bill with over

14、draft, they must deposit some money in the card-a shot in the locker. Until March 1995, Guangdong Development Bank issued the first credit card-guangfa visa credit card. Up to the present, there are 19 commercial banks

15、issued credit card in our country. In the aspect of the number, it added to 33.08 million. During the first three months in 2005, the balance of the credit card’s overdraft is 9.367 billion, accounting institutions. Th

16、ese days, CRM Customer Relationship Management system is widely applied in the financial and service industry. This wide application is mainly accelerated by the economic globalization, competitions of the financial mar

17、ket, technological innovations, developments in the bank management and operation. Financial organizations are now considering CRM as a strategy, which helps ameliorating customer value by integrating customer informati

18、on resources; improving customer satisfaction and loyalty by providing more economic, convenient and adaptive products and services; and finally realizing the maximum profit for the organization itself.As China has joi

19、ned the WTO World Trade Organization and its financial market is opening for the foreign financial organizations, the credit card market has become the first choice when foreign banks enter into the Chinese market. Thus

20、our local commercial banks are facing severe competitions. In this context, how to fix potential target customers; how to understand customer consumption characters from exchanges and then conduct different marketing op

21、erations; how to set up risk alert system are the crucial challenges confronted with card issuing banks. With advanced data warehouse and data dig technologies, CRM system can analyze the needs, exchanges modes, opportun

22、ities, risks and costs related with current and potential customers, thus increase credit card business’s benefit in maximum. Therefore, establishing CRM system and providing strong analyzing function are exigent for cr