商业银行信用卡营销策略的实践意义

价格策略、服务策略和产品策略是实践中商业银行信用卡营销的三大主要策略。文章以实际事例分层次地介绍了这三大策略。价格策略方面:减免年费或某项业务手续费、消费积分奖励、礼品馈赠、刷卡抽奖甚至现金馈赠是现实中商业银行最常采用的策略;服务策略方面:特约商户优惠折扣、赠送多种服务、免息分期活动和特殊贵宾服务是实践中四种典型的细分策略;好的营销策略必须以好的产品为支柱,如产品策略从卡片设计的独特性、品牌形象的号召性和信用卡功能的独特性三个角度,说明商业银行是如何采用不断创新的产品来获得更多客户的。

Price strategy, service strategy and product strategy are the three major strategies in credit card marketing. This article in- troduces the strategies by examples from various aspects. Remissions of annual fees or a certain business charge, credit score reward of consumption, gifts, lottery for consumption and cash reward are the most common strategies in price strategy. In service strategy, various service rewards, interest -free installment activities and special VIP services are often used by the commercial banks. Marketing strategy must be based on good products, and in product strategy, commercial banks usually focus on special designs of cards, important brand images and exceptional functions to show how commercial banks get more customers by continuous innovations of the products.