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Research on Marketing Performance Evaluation System of Credit Card Business of China Everbright Bank

Author: LiuTao
Tutor: ZhaoWeiShuang
School: Shenyang University of Technology
Course: Business management
Keywords: China Everbright Bank credit card marketing performance evaluation index system
CLC: F832.2
Type: Master's thesis
Year: 2010
Downloads: 236
Quote: 0
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Abstract

As a financial product of banks, credit card with characteristics of high input, high-risk and high-yield has become the main business and an important source of profits of many large banks in foreign countries. In the face of such high profits, domestic commercial banks have made great efforts in the development of credit card business. As a domestic medium-sized and joint-stock commercial bank, China Everbright Bank achieved certain results with card volume more than 4.8 million. However, the lack of effective marketing performance evaluation system resulted in a lot of problems in credit card business, which seriously constrained development of credit card business of China Everbright Bank. Therefore, in order to develop credit card business rapidly, the establishment of scientific and rational marketing performance evaluation system is particularly urgent. In this paper, marketing performance evaluation system of credit card of China Everbright Bank is putted as the research object, to devise a scientific, rational and effective performance evaluation system for credit card marketing is expected, in order to play a guiding role in the improvement of its management level.This paper is divided into six parts: Part I summarizes the research background of the paper, reviews the research status home and abroad, sums up ideas and structural framework of the paper; the second part describes the relevant theories of marketing performance evaluation and the major methods .Based on market guidance theory, customer value theory, customer satisfaction theory and control theory, the paper analyses its influence and guidance to marketing performance evaluation. The third part discusses the situation of credit card marketing of China Everbright Bank, summarizes four major issues of poor quality of credit card, poor marketing strategy implementation, poor risk control and poor brand recognition, which appeared in the process of credit card marketing, leads to the importance of marketing performance evaluation, finds three problems of targeting vague, one-sided evaluation index and the lack of effective guidance; The fourth part follows the principles of options of evaluation methods , selects the fuzzy comprehensive evaluation method, as the Credit Card Marketing Performance evaluation method of Everbright Bank; follows the design principles of marketing performance indicator system, refer to the performance assessment methods of domestic commercial banks made by the People’s Bank, learns research results from foreign experts and scholars, builds credit card marketing performance evaluation model of China Everbright Bank from the financial condition, innovation, customer service, brand-building capabilities, industry competitiveness and marketing execution capabilities. The fifth part collects evaluation data of marketing performance, empirically analyses the 2008 Performance Evaluation of credit card sales, the validity of evaluation is effectively demonstrated from several aspects; the sixth part presents key findings of this article.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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