【摘要】：自從2002年“銀聯(lián)”誕生以來,銀聯(lián)品牌三色標識已經(jīng)出現(xiàn)在超過20億張銀行卡上,截至目前,銀聯(lián)卡受理網(wǎng)絡已延伸至境外142個國家和地區(qū),伴隨著數(shù)億持卡人的精彩生活。內(nèi)蒙古分公司作為中國銀聯(lián)第24家分公司,是銀聯(lián)品牌在內(nèi)蒙古地區(qū)的唯一推廣者。如何深化中國銀聯(lián)內(nèi)蒙古分公司的營銷工作,是本文要解決的問題。 本文以中國內(nèi)蒙古分公司營銷策略為主要的研究內(nèi)容,本文的研究思路,首先是針對本文的研究背景和研究意義進行分析闡述,其次是針對當前國內(nèi)外的一些研究進行分析和對比。再次是分析了中國銀聯(lián)內(nèi)蒙古分公司的發(fā)展環(huán)境及發(fā)展現(xiàn)狀,并分析中國銀聯(lián)內(nèi)蒙古分公司營銷的現(xiàn)狀和存在的問題,旨在客觀評價中國銀聯(lián)品牌營銷的發(fā)展情況,并在此基礎上提出完善中國銀聯(lián)內(nèi)蒙古分公司營銷的策略,從提高品牌認知度、提升品牌形象、提升營銷活動的效果及加強新聞宣傳等工作入手,探討提高銀聯(lián)品牌知名度的對策。 本文研究認為,雖然中國銀聯(lián)內(nèi)蒙古分公司自成立以來取得了一定的發(fā)展,但是面對復雜多變的支付環(huán)境及電子商務蓬勃發(fā)展的形勢,中國銀聯(lián)內(nèi)蒙古分公司必須認清自身的優(yōu)勢和劣勢,采取積極的措施不斷調(diào)整自身的營銷策略,才能在激烈的競爭中不斷取得發(fā)展。
[Abstract]:Since the birth of UnionPay in 2002, the tricolor logo of UnionPay brand has appeared on more than 2 billion bank cards. So far, UnionPay card acceptance network has been extended to 142 countries and regions abroad, along with the wonderful life of hundreds of millions of cardholders. As China UnionPay 24 branch, Inner Mongolia Branch is the only promoter of UnionPay brand in Inner Mongolia. How to deepen the marketing work of China UnionPay Inner Mongolia Branch is the problem to be solved in this paper. The main research content of this paper is marketing strategy of Inner Mongolia Branch of China. Firstly, the research background and significance of this paper are analyzed and expounded. Secondly, some studies at home and abroad are analyzed and compared. Thirdly, it analyzes the development environment and current situation of China UnionPay Inner Mongolia Branch, and analyzes the current situation and existing problems of marketing of China UnionPay Inner Mongolia Branch in order to objectively evaluate the development of China UnionPay brand marketing. On this basis, the author puts forward the strategy of perfecting the marketing of China UnionPay Inner Mongolia Branch, starting with the work of improving brand recognition, promoting brand image, promoting the effect of marketing activities and strengthening news and publicity, and so on. Explore the countermeasures to improve the brand popularity of UnionPay. This paper believes that although China UnionPay Inner Mongolia Branch has made some progress since its establishment, but facing the complex and changeable payment environment and the vigorous development of e-commerce situation, China UnionPay Inner Mongolia Branch must recognize its own advantages and disadvantages and take positive measures to continuously adjust its marketing strategy in order to achieve continuous development in the fierce competition.
【學位授予單位】：內(nèi)蒙古大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.33;F274

【參考文獻】

相關期刊論文 前10條

1 張銳;張q，

本文編號：2456859