本文選題：信用卡 + 營銷策略��； 參考：《蘇州大學(xué)》2013年碩士論文

【摘要】：隨著中國金融市場對外資開放，中國的銀行業(yè)面臨著日益嚴峻的挑戰(zhàn)，具有豐厚利潤回報的信用卡業(yè)務(wù)已然成為中外金融機構(gòu)的競爭焦點。作為國內(nèi)信用卡的領(lǐng)先品牌，，A銀行信用卡發(fā)卡量突破4200萬張，A銀行信用中心是業(yè)內(nèi)最早配備市場商務(wù)營銷團隊的銀行，至今仍然是行業(yè)中信用卡商務(wù)營銷從業(yè)人員數(shù)量最多，業(yè)務(wù)種類最為齊全的團隊。面對如今復(fù)雜而多變的信用卡市場環(huán)境，A銀行應(yīng)該采用何種營銷策略呢?本文首先探討了相關(guān)的營銷戰(zhàn)略理論，然后分析了我國信用卡市場發(fā)展現(xiàn)狀和A銀行信用卡業(yè)務(wù)現(xiàn)狀，用了較大篇幅分析了A銀行信用卡營銷策略的情況，并指出了其中存在產(chǎn)品定位、個性化產(chǎn)品服務(wù)、品牌形象、傳播等方面的問題，提出了完善A銀行信用卡營銷策略的對策及建議。 目前我國信用卡市場還處于高速發(fā)展時期，市場上各大銀行的信用卡產(chǎn)品種類繁多，但是真正具有強大優(yōu)勢的信用卡產(chǎn)品非常少。A銀行應(yīng)秉承服務(wù)創(chuàng)造價值的理念，以客戶為導(dǎo)向，以創(chuàng)新促進發(fā)展，不斷完善境內(nèi)外持卡人服務(wù)體系，根據(jù)這一營銷目標(biāo)，A銀行目前的信用卡營銷戰(zhàn)略應(yīng)定位于“品牌化”的營銷戰(zhàn)略，通過品牌、服務(wù)、功能升級努力提升信用卡市場的影響力，提高產(chǎn)品競爭力、客戶滿意度，加強風(fēng)險控制能力，打造A銀行信用卡業(yè)務(wù)的市場競爭力。
[Abstract]:With the opening of China's financial market to foreign capital, China's banking industry is facing increasingly serious challenges. Credit card business with rich profit returns has become the focus of competition between Chinese and foreign financial institutions. As the leading brand of credit card in China, the credit card issued by the Bank of China exceeds 42 million pieces. The credit center of Bank A is the first bank in the industry to be equipped with a business marketing team. Up to now, it is still the largest number of credit card business marketing professionals in the industry. The most complete range of business teams. In the face of the complex and changeable credit card market environment, what kind of marketing strategy should banks adopt? This paper first discusses the relevant marketing strategy theory, then analyzes the current situation of credit card market development and credit card business of Bank A, and analyzes the situation of credit card marketing strategy of Bank A. It also points out the problems of product positioning, personalized product service, brand image, communication and so on, and puts forward some countermeasures and suggestions to perfect A Bank's credit card marketing strategy. At present, the credit card market in our country is still in a period of rapid development. There are a wide variety of credit card products in various banks in the market, but very few credit card products with real strong advantages. Bank A should uphold the idea of creating value through service. Customer-oriented, innovation to promote development, constantly improve the domestic and foreign cardholder service system, according to this marketing goal A Bank's current credit card marketing strategy should be positioned in the "brand" marketing strategy, through the brand, service, Function upgrading efforts to enhance the impact of the credit card market, improve product competitiveness, customer satisfaction, strengthen risk control ability, to create bank A credit card business market competitiveness.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.2

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本文編號：1923784