本文選題：交通銀行 + 信用卡�。� 參考：《蘭州大學(xué)》2013年碩士論文

【摘要】：隨著我國經(jīng)濟社會的發(fā)展,人民生活水平的提高和人們消費形式的不斷變化,信用卡在我國變得越來越流行,它越來越大的影響著人們的生活,并且在我國金融業(yè)務(wù)中的地位不斷提升。作為一個發(fā)展時間不長、正在逐步走向成熟期的朝陽行業(yè),信用卡行業(yè)已成為我國大小商業(yè)銀行爭相進入并角逐其中的行業(yè)。目前,我國各信用卡發(fā)卡機構(gòu)對國內(nèi)信用卡市場的爭奪已達(dá)到白熾化的程度,如何更大的占有信用卡市場,如何提升自己的信用卡品牌,如何在信用市場上占有并保持競爭優(yōu)勢,如何進一步提高營銷效率,等等,已成為各大信用卡發(fā)卡機構(gòu)共同思考的問題。本文通過以我國大型股份制商業(yè)銀行——交通銀行的信用卡業(yè)務(wù)營銷管理實踐為案例進行分析,總結(jié)了交通銀行信用卡業(yè)務(wù)營銷管理中的優(yōu)勢與不足,并針對相關(guān)問題給出研究建議,希望能給我國信用卡業(yè)務(wù)營銷管理工作提供實踐和理論參考。 本文主體部分主要介紹了信用卡的有關(guān)常識、交通銀行的信用卡機構(gòu)——交通銀行太平洋信用卡中心的情況和交通銀行信用卡業(yè)務(wù)的發(fā)展背景及基本狀況,從交通銀行信用卡的市場營銷環(huán)境、市場定位戰(zhàn)略、產(chǎn)品和服務(wù)戰(zhàn)略、產(chǎn)品定價、銷售渠道、促銷策略、營銷的執(zhí)行與控制等方面分析了交通銀行信用卡業(yè)務(wù)的營銷管理工作,經(jīng)過對其營銷管理工作中優(yōu)勢與不足之處的總結(jié),最后有針對性的提出了建議。分析指出,交通銀行能夠認(rèn)真地進行信用卡業(yè)務(wù)的營銷分析和營銷戰(zhàn)略制定,并對營銷戰(zhàn)略進行了嚴(yán)格的執(zhí)行和控制。但也不可否認(rèn),交通銀行信用卡業(yè)務(wù)的營銷管理體系在分析、計劃、執(zhí)行、控制等環(huán)節(jié)也存在有待改進的地方。
[Abstract]:With the development of our country's economy and society, the improvement of people's living standard and the constant change of people's consumption form, credit card becomes more and more popular in our country, and it has more and more influence on people's life. And in our country's financial business status continues to improve. As a sunrise industry which has not been developed for a long time and is gradually moving towards maturity, credit card industry has become one of the industries in which commercial banks, large and small, compete to enter and compete with each other. At present, the competition for the domestic credit card market among credit card issuers in China has reached an incandescent degree, how to occupy the credit card market more, how to promote their own credit card brands, How to occupy and maintain the competitive advantage in the credit market, how to further improve the marketing efficiency, and so on, has become a common problem of credit card issuers. This paper analyzes the marketing management practice of credit card business of China's large joint-stock commercial bank-Bank of Communications, and summarizes the advantages and disadvantages of credit card business marketing management of Bank of Communications. The paper also gives some research suggestions for the related problems, hoping to provide practical and theoretical reference for the marketing management of credit card business in China. The main part of this paper mainly introduces the general knowledge of credit card, the credit card organization of Bank of Communications, the Pacific Credit Card Center of Bank of Communications, and the background and basic condition of the credit card business of Bank of Communications. From the aspects of marketing environment, market positioning strategy, product and service strategy, product pricing, sales channel, promotion strategy, marketing execution and control, this paper analyzes the marketing management work of credit card business of Bank of Communications. After summarizing the advantages and disadvantages of its marketing management, some suggestions are put forward. The analysis points out that the Bank of Communications can seriously carry out the marketing analysis and marketing strategy formulation of the credit card business, and carries on the strict execution and the control to the marketing strategy. But it is undeniable that the marketing management system of credit card business of Bank of Communications also needs to be improved in the aspects of analysis, plan, execution, control and so on.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.33

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本文編號：1854827