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1、摘要我国的信用卡业务从零开始，发展至今已经走过了几十个年头。从借鉴国外的发展模式到自主创新，从照搬国外模式到结合国情自主研发，我国的信用卡市场经过风雨飘摇的多年发展，已经在市场规模、系统建设、服务等方面都取得了不错的成绩。近年来，国内信用卡业务发展迅猛，逐渐成为各家银行零售业务重要的支撑点和利润来源，同时也是银行占领新兴客户群体的重要金融工具，信用卡市场的争夺战已经白热化。C银行唐山分行所在的唐山市近十年来经济发展较快，政府对金融的支持力度很大，2013年末全市金融机构人民币存款余额超过6000亿，辖内各类银行业金融
2、机构已经接近30家。面对竞争，C银行唐山分行需要保持现有经营及核算体系的稳定性，通过发挥全行优势做大做强信用卡业务，同时提升分行零售客户获取能力及综合经营效益，提升中间业务收入，提高市场知名度和竞争力。因此，本文结合C银行唐山分行信用卡业务的发展情况，详细阐述了该行信用卡营销现状和存在的问题，使用PEST和SWOT分析法，分析了面临的环境中机遇与威胁，以及和对手相比所具有的优势和劣势，进而提出了相应的改进策略和保障措施，希望对于C银行唐山分行的信用卡业务发展提供决策依据，同时对于类似企业提供参考作用。关键词：C银行，
3、唐山分行，信用卡，营销策略IABSTRACTThecreditcardbusinessisnotonlythecoretobuildtheretailbusinessofcommercialbankatlowcost,butalsoanimportantfinancialtoolforcommercialbankstoquicklyoccupytheemergingcustomergroup.Afterdecadesofdevelopment,Chinesecreditcardbusinesshasachievedp
4、ositiveachievementsonthemarketscale,networkconstruction,supportingservices,etc.BasedonthefrequentactionsofvigorouspromotionofdomesticBanksandtheactiveparticipationofforeignBanks,creditcardbusinesshasbecomedevelopmentstrategicfocus,thefocalpointofanewroundofcomp
5、etitionandabattlegroundofourcountrybankingbusiness.Asaresultofthecompetitionpressure,thedomesticcreditcardindustrywalkedthroughthedevelopmentroadwithaveryshortofdevelopmentperiodwhichnormallytakesmorethantenyearsforforeignbankstofinish,andfollowedwithaslowmatur
6、eofcardholdermarket.TangshanCity,thecitywhichCbanklocatedhadarapideconomicdevelopmentinrecentyearswithincreasingfinancialsupportyearbyyear.Bytheendof2013,thedepositbalanceofTangshancityfinancialinstitutionsreachedmorethan600billionRMBandthebankingfinancialinsti
7、tutionsreachedmorethan20.Facingthefiercemarketcompetition,Cbankspeedsupthedevelopmentofthecreditcardmarketing,whichhasagreatsignificancetotheimprovementoftheCbankmarketvisibilityandcompetitiveness,theintermediarybusinessincomeandtheeconomicbenefit.Therefore,thi
8、spapercombinesthedevelopmentofthecreditcardbusinessofTangshanbranchofCbank,elaboratesthepresentsituationandtheexistenceofthebankcardmarketingcreditproblems,usingPESTandSWOTa
