City Commercial Bank Credit Card Marketing Model And Risk Analysis

The credit card stems is from the US, and the credit card service has been quite mature in some developed country. In recent years, both domestic and foreign the researches on to the credit card marketing pattern and product innovation, risk prevention and control's gradually are deepening, and the academic circle has conducted some massive researches, such as the marketing system construction, the credit card income model theory analysis, the establishment and analysis target customer model and so on, and has conducted the related empirical study, in order to supply to the theory construction. But as a result of various existing difference of countries' legal environment and capital market development, therefore there're differences in releasing credit card and marketing matrix in different countries. In addition, our country city bank is facing limitation of the region, the fund, the property quality. Presently, the home the researches about the city firm credit card system construction, the marketing pattern, the risk prevention and control's fundamental are few. So, it is important and urgent to study the commercial credit card marketing strategy and risk prevention and control from the perspective of domestic city bank.For the above, this article will analyze the market model and risks of the city credit card through the use of qualitative analysis, comparative analysis, mathematical analysis, as well as empirical analysis, combining the field investigation in the first half year. This paper expects to achieve desired achievement through following lines to the subject research:(1) Documentation and data collection, processing and analysis. (2) Review the basic theory. (3) A comparative analysis and empirical analysis of the method (4) Policy initiatives. For this study, the theoretical results, empirical research and comparative analysis of empirical conclusions, proposed to establish and improve the national city credit card firm marketing model and risk prevention and control measures and recommendations.This article hopes that through the correlation theories research, the practice investigation and study, can obtain the following achievement diligently:(1)To create the new town firm credit card marketing pattern, and establish suits country inner city firm own characteristic the credit card marketing development model, presses to enter a city the standardization which, the legalization and the scientific style the firm credit card develops. (2)To search thoroughly and analyze the possible risks in each link of the city firm credit card development, and proposes the rationalization proposal to the risk prevention and control.