商业银行信用卡交叉营销管理探索

The Explore of Credit Card Cross-selling Management in Commercial Banks

随着国内银行信用卡业务竞争的进一步加剧,传统营销方式的效率已经不能满足业务发展的需要,各家银行都积极尝试零售业务的战略转型,探索新的营销运作模式。实施信用卡交叉营销,由于可以充分利用客户资源,降低营销成本,成为商业银行加快结构转型,提升核心竞争力的必然选择。但由于信用卡业务自身特点的限制,国内商业银行信用卡交叉营销还存在不少问题,需要从内部机制、客户、渠道、产品等多个方面入手加强交叉营销的管理。

As the competition of domestic credit card business growing, the efficiency of traditional marketing way is not able to meet the needs of banks.All the banks are trying to change the retail business strategy and explore new marketing operational mode.As the contribution on full use of customer resource and cutting costs, credit card cross-selling is becoming the inevitable choice of commercial banks to acceleratet structural change and improve the core-competitiveness.But because of its own restriction of credit card business, there are many problems on cross-selling in commercial banks.They have to strengthen the cross-selling management from internal mechanism, customers, channels and products.