提高信用卡营销渠道效率研究

本文用经济学原理来分析信用卡营销渠道行为。文章指出销渠道是一串合约,分析渠道行为应该站在合约关系的角度上来分析。在目前各大国有商业银行内部市场没有充分建立这一市场环境下,这种合约关系主要表现为一种考核关系。目前信用卡市场上存在的大量的机会主义行为实质上是信息不对称下的败德行为。因为缺乏准确的考核信息,对一线客户经理的考核指标与集体的目标不一致,造成营销渠道效率降低。应通过更加精确的考核,来解决信息不对称的问题,提高渠道效率。本文给出了具有实质意义的方案来解决目前信用卡市场上存在的大量无效卡、睡眠卡的问题,并对该方案做了深入探讨。

Improving the Efficiency of Credit Card Marketing Channels

In this paper, economic principles are used to analyze the behavior of credit card channels. It is pointed out that since marketing channels are but a series of contracts, analysis of channel behavior should be based on contractual relationship. Given the fact that an internal market among various big state-owned banks hasn't been established, such relationship is mainly represented by an assessment relationship. Numerous opportunist acts in current credit card market are in essence the results of immoral behavior triggered off by asymmetrical information access. Low efficiency of marketing channel is caused by lack of accurate assessment information and disparity between assessment index of front-line customer manager and unit objective. To avoid asymmetrical information access and improve channel efficiency, assessment should be carried out more accurately. Solutions are given to wipe out invalid or dormant cards abound in present credit market and follow-up discussion is provided.