华夏银行信用卡营销策略

近三十年来，国内经济高速发展，国民收入水平不断提高，居民的消费水平也在直线上升。信用卡作为最为快捷便利的支付工具在居民的日常生活中得到了普遍的运用。与此同时，各大行纷纷选择信用卡业务作为新的利润增长点，信用卡市场的争夺越演越烈。本文以市场营销的一般理论为基础，首先对中国信用卡的发展及华夏银行信用卡业务发展现状做了简单的分析，并在此基础上归纳了华夏银行信用卡营销的STP战略组合以及市场营销策略组合，并指出其在营销策略中存在的问题。最后，就华夏银行信用卡品牌建设、产品研发、服务创新、渠道建设方面提出合理化建议，以期华夏银行信用卡发展可以跨入更高的层次。

关键词：华夏银行；信用卡；营销策略
Elementary Analysis　the Marketing Strategy
in Credit Card of HXB
ABSTRACT
　　In three decades, the domestic economic develope fast, national income level rises dramaticly, the consumption level of resident also increase.At the same time, the main banks also think the credit card business as a new profit growth point, the credit card market competition is escalating.In this article, based on the general theory of marketing, Firstly, I show the development of credit card in HXB and analysis the present situation of credit card business. And on this basis I summarizes the marketing STP strategy and marketing combination strategy combinations in the credit card of HBK.,I also points out the problems existing in the marketing strategy .At last, I put forward some reasonable suggestions in brand building,Product research, service innovation, channel building of HXB, In order to develop the credit card in HXB.
Key words: HXB; credit card; marketing strategy

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