本文關(guān)鍵詞：中國(guó)建設(shè)銀行吉林省分行信用卡營(yíng)銷(xiāo)策略的改進(jìn)研究　出處：《吉林大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：隨著經(jīng)濟(jì)的發(fā)展，人們對(duì)物質(zhì)文化生活的需求層次也越來(lái)越高，與此同時(shí)人們的消費(fèi)觀念和消費(fèi)模式也在逐步發(fā)生變化，傳統(tǒng)的消費(fèi)觀念開(kāi)始逐漸退居次要位置，但如住房按揭貸款、汽車(chē)消費(fèi)信貸、個(gè)人消費(fèi)信貸等這種與傳統(tǒng)消費(fèi)模式截然不同的“寅吃卯糧”式的消費(fèi)觀念開(kāi)始深入到人們的生活中。信用卡作為這種新消費(fèi)模式的主要載體開(kāi)始引起銀行業(yè)的普遍關(guān)注。在激烈的市場(chǎng)競(jìng)爭(zhēng)中，如何有效的提升信用卡營(yíng)銷(xiāo)策略成為銀行獲取競(jìng)爭(zhēng)優(yōu)勢(shì)、提高市場(chǎng)占有率和競(jìng)爭(zhēng)力、獲取更多利潤(rùn)的關(guān)鍵。 經(jīng)濟(jì)的迅猛發(fā)展使得金融創(chuàng)新產(chǎn)品在市場(chǎng)競(jìng)爭(zhēng)中發(fā)揮著越來(lái)越多的優(yōu)勢(shì)。目前多家銀行紛紛增加了信用卡業(yè)務(wù)，努力開(kāi)發(fā)各種具有不同功能的信用卡產(chǎn)品，雖然在經(jīng)濟(jì)績(jī)效方面與傳統(tǒng)條件下相比得到了一定提升，但由于在營(yíng)銷(xiāo)環(huán)節(jié)存在諸多問(wèn)題，使得多數(shù)銀行信用卡業(yè)務(wù)目標(biāo)并未完全實(shí)現(xiàn)。營(yíng)銷(xiāo)策略是企業(yè)實(shí)現(xiàn)經(jīng)營(yíng)目標(biāo)的關(guān)鍵，從當(dāng)前我國(guó)銀行業(yè)信用卡業(yè)務(wù)建設(shè)的諸多問(wèn)題來(lái)看，對(duì)于中國(guó)建設(shè)銀行吉林省分行來(lái)說(shuō)，如何有效的提升信用卡業(yè)務(wù)的營(yíng)銷(xiāo)策略是信用卡業(yè)務(wù)目標(biāo)成功實(shí)現(xiàn)的關(guān)鍵。 本文以營(yíng)銷(xiāo)管理理論為理論根基，以中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)為研究對(duì)象，以國(guó)外金融行業(yè)信用卡業(yè)務(wù)成功的營(yíng)銷(xiāo)經(jīng)驗(yàn)為借鑒，在對(duì)中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略存在的問(wèn)題以及原因分析的基礎(chǔ)上，提出了中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略的改進(jìn)措施。 本文主要由六部分組成： 第1部分，首先簡(jiǎn)述了本研究的背景；其次概述了對(duì)中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略改進(jìn)研究的目的和意義；最后簡(jiǎn)述了本研究的主要內(nèi)容。 第2部分，首先對(duì)我國(guó)商業(yè)銀行信用卡業(yè)務(wù)的發(fā)展歷程與存在的問(wèn)題進(jìn)行分析，在此基礎(chǔ)上對(duì)中國(guó)建設(shè)銀行的信用卡業(yè)務(wù)和吉林省分行信用卡業(yè)務(wù)的發(fā)展歷程和經(jīng)營(yíng)模式進(jìn)行了分析，最后又對(duì)吉林省其他商業(yè)銀行的信用卡經(jīng)營(yíng)模式進(jìn)行分析，以便明晰信用卡市場(chǎng)中存在的機(jī)會(huì)與威脅，也為中國(guó)銀行吉林省分行信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略的改進(jìn)提供借鑒和指導(dǎo)。 第3部分，詳細(xì)分析了中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略中存在的問(wèn)題，，并對(duì)這些問(wèn)題產(chǎn)生的原因進(jìn)行了深層次的分析，為下文有針對(duì)性的制定改進(jìn)措施做好堅(jiān)實(shí)的基礎(chǔ)。 第4部分，在前文分析的基礎(chǔ)上，本部分從產(chǎn)品、價(jià)格、渠道和促銷(xiāo)四個(gè)方面提出了中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略改進(jìn)的具體措施。 第5部分，從中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)部門(mén)的經(jīng)營(yíng)管理模式、客戶服務(wù)機(jī)制、人力資源管理和績(jī)效考核四個(gè)方面提出了信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略改進(jìn)的保障措施，為信用卡業(yè)務(wù)經(jīng)營(yíng)績(jī)效的提升提供保證。 最后，簡(jiǎn)要概述了本文的研究結(jié)論。 總之，通過(guò)對(duì)中國(guó)建設(shè)銀行吉林省分行信用卡營(yíng)銷(xiāo)策略的改進(jìn)進(jìn)行研究，為中國(guó)建設(shè)銀行吉林省分行信用卡業(yè)務(wù)目標(biāo)的實(shí)現(xiàn)、市場(chǎng)占有率的提高和競(jìng)爭(zhēng)優(yōu)勢(shì)的培育都有著重要的指導(dǎo)意義，另外對(duì)其他商業(yè)銀行信用卡業(yè)務(wù)營(yíng)銷(xiāo)策略的制定和改進(jìn)也有重要的借鑒意義
[Abstract]:With the development of economy , people ' s demand level of material and cultural life is higher and higher , meanwhile people ' s consumption concept and consumption pattern are changing gradually , and the traditional consumption idea starts to fade into people ' s life gradually , but such as housing mortgage loan , automobile consumer credit , personal consumption credit and so on . With the rapid development of economy , the financial innovation products play an increasingly important role in the market competition . At present , many banks have increased their credit card business and worked hard to develop various credit card products with different functions . Based on the theory of marketing management and the credit card business of Jilin Branch of China Construction Bank as the research object , the paper puts forward the improvement measures for the credit card business marketing strategy of Jilin Branch of China Construction Bank based on the analysis of the problems and reasons of the credit card business marketing strategy of China Construction Bank . This paper consists of six parts : In the first part , the background of this research is briefly introduced ; secondly , the purpose and significance of improving the credit card business marketing strategy in Jilin Branch of China Construction Bank are summarized , and the main contents of this study are briefly described . The second part analyzes the development course and the existing problems of credit card business in China ' s commercial banks . On the basis of this , the credit card business of China Construction Bank and the credit card business in Jilin Province are analyzed . Finally , the credit card operating mode of other commercial banks in Jilin Province is analyzed , so as to clarify the opportunity and threat in the credit card market , and provide reference and guidance for the improvement of the credit card business marketing strategy of the Bank of China . Part 3 analyzes the problems existing in the credit card business marketing strategy of Jilin Branch of China Construction Bank , analyzes the causes of these problems , and lays a solid foundation for the improvement measures . According to the fourth part , on the basis of the previous analysis , this part puts forward the concrete measures for the improvement of credit card business marketing strategy of Jilin Branch of China Construction Bank from four aspects of product , price , channel and promotion . In Part 5 , the improvement of credit card business marketing strategy is put forward from four aspects of business management mode , customer service mechanism , human resource management and performance evaluation of the credit card business unit of Jilin Branch of China Construction Bank , which provides guarantee for the promotion of credit card business operation performance . Finally , the conclusions of this paper are briefly summarized . In short , through the research on the improvement of credit card marketing strategy of Jilin Branch of China Construction Bank , it has important guiding significance for the realization of credit card business goal in Jilin Branch of China Construction Bank , the improvement of market share and the cultivation of competitive advantage , and also has important reference significance for the formulation and improvement of credit card business marketing strategy of other commercial banks .

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F832.33

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