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
ABSTRACT
With the deepening of China’s reform and opening up, more and more foreign banks to enter China, foreign banks, with its advanced management experience, with its credit card management caused the boom of domestic banks that issue credit cards and increasingly fierce competition between the banking industry. In view of this, the paper first outlined the connotation of the credit card, features, and the need for banks to credit card marketing, and then pointed out the problems of the Bank of China credit card marketing management, and finally asked the Bank of China credit card marketing management countermeasures, Bank of China to carry out differentiated marketing to strengthen the research and development of personalized products, focus on brand building, so as to continuously enhance the level of the bank’s marketing to enhance the competitiveness of the bank is of practical significance to the research topic.
Keywords: Bank of China；Credit card；Marketing Management
