A Study On Credit Card Database Marketing Of China

Under the back ground of working in the commercial bank, with the Personal working Experiences of every departments in the credit card centre,and on the basis of reading a large amount of relevance books and literature material, the author make a comprehensive summary of the database marketing theories of the credit card, then introduce the implementation of the database marketing in China.The Article introduced fundamental knowledge of credit card and its development in brief at beginning, then, I summarized the credit card marketing theories and tactics, subsequently, a comprehensive discussion have been made in the data base marketing of credit card, including its basic theory, developing process, characteristics and manipulating process etc, and pointed that the unique advantage which this marketing have, just like accuracy, initiative and scale effect.The author made a introduction in growing process, scale at present and marketing tactics after a series of deep theoretical analysis, and exposed the problem which mast be settle up to now.In the final chapter of the article, the author take CM bank as example to point out the main resistance in the data base marketing of credit card of our china, and put forward the solving countermeasure by analyzing current situation of CM bank card data base marketing. It says that the popularizing and deepening in data base marketing model has great significance in standardizing and developing our chinese card-marketplace.By the research of the credit card data-base marketing in China, the managing and marketing theory of credit card have been opened up and the developing orientation of card database marketing has been pointed out: Building perfect state credit systems, perfecting the basic database of public credit information; Working out the standards of grading and developing applicative grading system which can match our national conditions; Transform traditional idea of target customer localization, make the main profits of credit card changing from commission to interests incoming of circulation credit. .Along with the running of credit card database marketing, the efficiency of card providing will be enhanced, the risk will be reduced, the increasing rate of bank profit will upsurge, and thus will promote the development of our china's credit card market continuously.