Database Marketing Research On Credit Card Of Commercial Bank Of China

As a high-yield and high-risk financial products credit card has become the competitive target of domestic and foreign commercial banks, and credit card business of marketing of China's various commercial banks makes a direct impact on the level of credit card business profits .So what kind of use of marketing methods to increase the level of sales has become a urgent problem .This paper studies the application of Database Marketing on credit card. The Database Marketing makes the marketing information through the consumer information which collects for the product to convince the consumer to purchase the product.This article first introduces the paper writing background and the significance, and uses the historical analysis and the comparative analysis method to elaborate the related marketing theory. At the same time it introduces the knowledge of the credit card and the data mining. Second, unifying the present situation of credit card database marketing it analyzes the question which exists in the database marketing of the commercial bank of China. Third, it designs credit card database marketing processes, and builds model which is the logistic regression model to select customers who inconsistent with the bank's credit standard. Finally, from credit card database marketing interior environment construction, reasonable establishing and using database aspect suggests some measures to enhance the level of the credit card marketing of our country by the time today which foreign capital bank comprehensively has entered in our country.