我国商业银行信用卡品牌定位的思考

Study on Brand Positioning of Credit Card of China’s Commercial Banks

本文指出目前我国商业银行信用卡品牌定位存在重知名度、缺乏品牌意识,同质化严重、不能体现品牌差异,重广告宣传、缺乏品牌核心价值三大误区,其产生原因主要是发卡行缺乏有效的市场细分和精准的市场定位,在此基础上笔者提出了信用卡品牌定位系统,信用卡品牌定位三大步骤和信用卡品牌定位八大策略。

The author points out there are three heavy notabilities in our country commercial bank credit card brand positioning at present. The Commercial bank is short of brand mental consciousness. The credit card brand has no differentiation and no brand core value. The main reasons are the commercial bank is short of the effective marketplace subdivision and has no skill in accurate marketplace positioning. Here, the author has put forward credit card brand positioning system, three steps of the credit card brand positioning and eight brand positioning tactics.