Since 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 life 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 the 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 competitive 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 materials, 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 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;and 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.)Concerning the sales promotion strategy of the product, the analysis of themarketing strategy is conducted from three aspects—the price strategy, theva lue-added service strategy and the product strategy.
Being one of the most 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 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 significant 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 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



自2000年以來(lái),信用卡市場(chǎng)得到了飛速的發(fā)展,信用卡的發(fā)展順應(yīng)了人們的生活方式和消費(fèi)水平發(fā)展的需要,是社會(huì)經(jīng)濟(jì)發(fā)展到一定階段的產(chǎn)物,是中國(guó)金融業(yè)走向現(xiàn)代化、國(guó)際化的必然發(fā)展趨勢(shì)。研究信用卡的營(yíng)銷策略,是了解信用卡市場(chǎng)競(jìng)爭(zhēng)發(fā)展走向、掌握信用卡市場(chǎng)發(fā)展規(guī)律、提高企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)的前提和基礎(chǔ)。本文是作者以所在金融結(jié)算單位為背景,在親身體驗(yàn)信用卡各項(xiàng)服務(wù)以及在大量閱讀文獻(xiàn)資料的基礎(chǔ)上完成的,運(yùn)用理論結(jié)合實(shí)際的方法對(duì)信用卡的營(yíng)銷策略進(jìn)行了全面剖析。首先了解信用卡的基本運(yùn)作和國(guó)內(nèi)外的發(fā)展?fàn)顩r;其次是通過(guò)宏觀與微觀的環(huán)境分析的基礎(chǔ)上,進(jìn)行信用卡的市場(chǎng)細(xì)分研究;然后分別從營(yíng)銷渠道、促銷策略兩個(gè)方面來(lái)綜合研究信用卡的4PS要素(即產(chǎn)品Product、價(jià)格Price、渠道Place、促銷Promotion)。在產(chǎn)品促銷策略中,主要從價(jià)格策略、增值服務(wù)策略、產(chǎn)品策略等三個(gè)方面進(jìn)行了營(yíng)銷策略分析。
信用卡業(yè)務(wù)是商業(yè)銀行最重要的中間業(yè)務(wù)之一，國(guó)內(nèi)銀行無(wú)論在面臨的社會(huì)信用制度、電子網(wǎng)絡(luò)等宏觀層面，還是在經(jīng)營(yíng)機(jī)制、經(jīng)營(yíng)理念、營(yíng)銷手段等微觀層面，與發(fā)達(dá)國(guó)家相比都有著很大的差距。信用卡業(yè)務(wù)也是我國(guó)商業(yè)銀行經(jīng)營(yíng)最為薄弱的環(huán)節(jié)。因而，如何結(jié)合國(guó)情，通過(guò)借鑒發(fā)達(dá)國(guó)家信用卡經(jīng)營(yíng)的經(jīng)驗(yàn)來(lái)發(fā)展壯大我國(guó)的信用卡產(chǎn)業(yè)具有重大意義。本文僅從商業(yè)銀行信用卡營(yíng)銷角度入手，來(lái)探索適合我國(guó)商業(yè)銀行的信用卡