信用卡数据库营销存在的问题及对策分析

摘    要

数据库营销现今成为国内商业银行信用卡最主要的营销方式，信用卡发卡银行开展数据库营销10多年以来，迅速扩大市场份额，赚取丰厚的利润，有效地控制风险，取得良好的营销效果。
国内开展了很多以数据库营销为主题的研究，但是针对信用卡数据库营销的研究则相对较少。因此，针对此方面的研究是很有必要的。
文章从数据库营销的基本知识和发展历程出发，概括并探讨了数据库在信用卡市场具有的精准性、主动性和规模性；其后对我国信用卡数据库营销现状进行了全面的综述，并指出了目前存在的问题，从理念认识、数据库建设、客户数据选取、分析技术、数据库维护和人才建设方面分析了问题存在的原因；最后提出了相应的解决对策。

关键字 信用卡；数据库营销
Abstract

The database marketing now become to be the main credit card marketing means of domestic commercial bank, carrying out this way in ten years of database marketing, the commercial bank had archived on a good result. There are rapidly expanding market share, earning huge profits, and effectively controlling the risk.
Nowadays China mainland had processed a lot of research of database marketing, but there are few study to discuss credit card database marketing, therefore it is necessary to do some research.
First, The study introduce basic knowledge and history of database marketing, and then summarize and discuss his effect, such as accuracy, initiative and scale, second review the status of China credit card database marketing, also put forward to some problems and analyze the causes of through some field, such as understanding, database construction, customer data selection, analysis techniques, database maintenance and personnel development, at last, it propose some solution to solve it.

Key Words Credit Card；Database Marketing

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