伴隨著中國(guó)金融產(chǎn)業(yè)的快速發(fā)展與改革升級(jí),信用卡作為現(xiàn)代商業(yè)銀行的主要盈利手段,其重要性不言而喻。隨著改革開放以來(lái),信用卡產(chǎn)品以其獨(dú)特超的超前消費(fèi)與分期付款功能,逐步成為了新中國(guó)經(jīng)濟(jì)發(fā)展中不可替代的一環(huán)。H銀行是國(guó)內(nèi)外資商業(yè)銀行的代表,雖然憑借其自身的獨(dú)特優(yōu)勢(shì)占據(jù)了相當(dāng)一部分涉外金融與理財(cái)?shù)氖袌?chǎng)份額,但其信用卡業(yè)務(wù)在國(guó)內(nèi)發(fā)展較晚。隨著市場(chǎng)的競(jìng)爭(zhēng)強(qiáng)度增加,其信用卡產(chǎn)品在細(xì)分市場(chǎng)的發(fā)掘、設(shè)計(jì)、營(yíng)銷推廣等方面的不足之處隨之顯現(xiàn),進(jìn)而使H銀行的信用卡業(yè)務(wù)自在國(guó)內(nèi)發(fā)卡以來(lái)的數(shù)量不及預(yù)期。特別是在互聯(lián)網(wǎng)消費(fèi)金融日益強(qiáng)盛的當(dāng)前,如何通過(guò)優(yōu)化細(xì)分市場(chǎng)策略并精準(zhǔn)把握其實(shí)際需求,從而強(qiáng)化H銀行信用卡產(chǎn)品的營(yíng)銷實(shí)力,提升經(jīng)營(yíng)業(yè)績(jī),成為了目前H銀行的當(dāng)務(wù)之急。為此,本研究基于對(duì)以往相關(guān)研究成果與觀點(diǎn)的歸納與分析,明晰了商業(yè)銀行信用卡產(chǎn)品營(yíng)銷過(guò)程中所涉及的相關(guān)概念與理論。其次,運(yùn)用營(yíng)銷相關(guān)理論的分析范式,對(duì)H銀行信用卡產(chǎn)品的營(yíng)銷現(xiàn)狀展開調(diào)查與分析,并厘清H銀行信用卡產(chǎn)品營(yíng)銷策略所呈現(xiàn)出的問(wèn)題。最后,針對(duì)其現(xiàn)有的營(yíng)銷問(wèn)題提出了關(guān)于優(yōu)化細(xì)分市場(chǎng)的基礎(chǔ)上開展差異化營(yíng)銷策略的措施,并為信用卡業(yè)務(wù)相關(guān)的管理措施提供了改進(jìn)建... 

【文章來(lái)源】：廣東外語(yǔ)外貿(mào)大學(xué)廣東省

【文章頁(yè)數(shù)】：71 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 Introduction
    1.1 Research background
    1.2 Research purpose and significance
    1.3 Research methods
    1.4 Research contents
Chapter 2 Literature Review
    2.1 Researches on Marketing Strategy of Commercial Banks
    2.2 Researches on Credit Card Marketing in Commercial Banks
        2.2.1 Credit card Marketing Strategy
        2.2.2 Market Segmentation of Credit Cards
    2.3 Research on Market Targeting Strategy
    2.4 Research on Differentiated Marketing Strategy
    2.5 Conclusion
Chapter 3 Case Description
    3.1 Background of H Bank
    3.2 H Bank’s Credit card business in China
        3.2.1 Definition of Credit Card
        3.2.2 Types of Credit Card
    3.3 Development Status of H Bank Credit Card Business
Table 3-1 Credit cards issued by H Bank
    3.4 Analysis of Credit Card Marketing Status of H Bank
        3.4.1 Market Segementation
        3.4.2 Market Targeting Strategy
        3.4.3 Product Strategy
    3.5 Main Problems of H Bank’s Credit Card marketing strategies
        3.5.1 Problem of Market Targeting
        3.5.2 Problem of Differentiated Marketing Srategy
Chapter 4 Analysis of The Credit Card Market in China and The Marketing Opportunityof H Bank Credit Card
    4.1 Development and Competition Pattern of Credit Card Market In China
        4.1.1 Development Trend of The Market
        4.1.2 Competition Pattern of The Market
    4.2 Market Targeting Strategy and Vompetitive Strategy of Leading Banks
    4.3 Analysis of Marketing Opportunities for H Bank Credit Card
Chapter 5 Market Targeting Strategy of H Bank
    5.1 Optimization of Market Segmentation of H Bank
    5.2 Decision-making Basis of Market Targeting Srategy for H Bank
    5.3 The Basis for Adopting Differentiated Marketing Strategy
Chapter 6 Implementation of Differentiated Marketing Strategy of H Bank
    6.1 Mix Marketing strategy For Business Group of Foreign Enterprises
        6.1.1 Market Positioning
        6.1.2 Product Strategy
        6.1.3 Price Strategy
        6.1.4 Channel Strategy
    6.2 Mix Marketing Strategy For Business Group of Young Online Shopping group
        6.2.1 Market Positioning
        6.2.2 Product Strategy
        6.2.3 Price Strategy
        6.2.4 Channel Strategy
    6.3 Differentiated Customer Services
    6.4 Measures for supporting the implementation of differentiated marketingstrategy
        6.4.1 Integrated marketing strategies
        6.4.2 Optimizing Performance Appraisal System
        6.4.3 Optimizing Overdraft Risk Control Mechanism
        6.4.4 Product Innovation
Chapter 7 Conclusions and Limitations
    7.1 Conclusion
    7.2 Research limitations and Implications
References



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