| Z Bank is one of the domestic commercial banks with strong capital base and become a fast growing national commercial bank with great comprehensive competitive edge.Z Bank Credit Card Center is a function department of Z Bank to conduct credit card business. It has developed for nearly lOyears since its establishment in the end of2002. This ten years has witnessed the fast development of China’s credit card a. Up to now, the total card issuance by the Credit Card Center has reached as20million nos and the annual transaction volume exceeded250billion Yuan with the annual profit over1.5billion Yuan, ranking in the top of joint stock commercial banks. The Credit Card Center, relying on its advanced operations and business models, has successfully stood out in the fierce competition of domestic credit card industry and has gain a solid foothold.As a rising marketing mode, telemarketing has been widely used in foreign countries. Similar with the credit card, telemarketing’s development in China is nearly10years in the gradually mature. Nowadays, The telemarketing has become an important component of customer relationship management and credit card saling in commercial bank. As one of the earliest commercial bank in credit card telemarketing, Z bank launched accurate database marketing to the target customers, and made rapid development in recent years, making up for the lack of direct sales channels. But with the birth of the Internet and other low cost channels, Short board in telemarketing is also increasingly apparent. How to play the telemarketing advantage according to the credit card business, select the optimal marketing strategy, has become a big issue for Z bank to consider.This paper will take Z bank as a case, using the relevant theories of telemarketing, puts forward the development direction of customer value management of Z bank credit card center, and hopes to provide some enlightenment on the innovation and application of telemarketing in the credit card industry. |
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