本文關(guān)鍵詞：蘇州農(nóng)業(yè)銀行信用卡營銷策略研究　出處：《蘇州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 蘇州農(nóng)行 信用卡 營銷策略 品牌定位

【摘要】：隨著中國經(jīng)濟(jì)水平的不斷提高,人們的消費(fèi)能力也隨之增長,逐漸養(yǎng)成了刷卡支付的消費(fèi)習(xí)慣,因此信用卡業(yè)務(wù)成為各大銀行新一輪的競爭焦點(diǎn)。目前,我國各信用卡發(fā)卡銀行對國內(nèi)信用卡市場的爭奪已經(jīng)達(dá)到白熱化的程度,如何提高信用卡市場份額,如何提高信用卡業(yè)務(wù)收入,提升品牌影響力都成為各家銀行共同考慮的問題。中國農(nóng)業(yè)銀行作為四大國有銀行之一,具有悠久的歷史和良好的品牌影響力,但是在信用卡業(yè)務(wù)發(fā)展方面,由于該項(xiàng)業(yè)務(wù)起步晚、發(fā)展緩,長期處于弱勢地位,信用卡業(yè)務(wù)發(fā)展相對滯后。本文將以蘇州農(nóng)行信用卡業(yè)務(wù)營銷管理為例,總結(jié)蘇州農(nóng)行信用卡營銷的現(xiàn)狀、發(fā)展的主要不足及成因,并結(jié)合多年的工作經(jīng)驗(yàn)提出蘇州農(nóng)行信用卡營銷的整合策略,希望能對信用卡業(yè)務(wù)營銷管理工作提供實(shí)踐和理論參考。本文從營銷管理理論分析入手,通過比較和歸納的方法分析了蘇州農(nóng)行信用卡營銷戰(zhàn)略管理的現(xiàn)狀,以及現(xiàn)階段主要采用的營銷策略,并提出了現(xiàn)行品牌戰(zhàn)略、營銷策略的種種不足及問題成因。結(jié)合目前的營銷現(xiàn)狀,通過運(yùn)用PEST、SWOT等分析方法,對蘇州農(nóng)行所處的政治經(jīng)濟(jì)大背景和競爭環(huán)境進(jìn)行了詳細(xì)的分析,并根據(jù)上述分析提出了蘇州農(nóng)行信用卡發(fā)展的主要戰(zhàn)略和市場定位,從產(chǎn)品、價(jià)格、服務(wù)、渠道等方面闡述了蘇州農(nóng)行信用卡營銷的整合策略,試圖為蘇州農(nóng)行發(fā)展信用卡業(yè)務(wù)和增加信用卡業(yè)務(wù)的收入提出可操作的、具體化的營銷管理措施,旨在實(shí)現(xiàn)蘇州農(nóng)行信用卡業(yè)務(wù)的長期可持續(xù)性的健康發(fā)展。
[Abstract]:China with the continuous improvement of economic level, people's consumption capacity increases, gradually develop a credit card payment habits, so each big bank credit card business has become a new round of competition. At present, the China's credit card issuing bank card credit on the domestic market competition has reached a white hot degree, how to to improve the credit card market share, how to improve the credit card business income, enhance the brand influence have become banks together to consider the problem of the Agricultural Bank of Chinese as four state-owned banks, has a long history and good brand influence, but in the credit card business development, because the business started late, development is slow. The weak position for long time, the credit card business development is relatively lagging behind. This article will take Suzhou bank credit card marketing management as the example, summarize the current situation of Suzhou Agricultural Bank credit card marketing The main problems and causes, development, and put forward the integration strategy of Suzhou Agricultural Bank of China credit card marketing for many years of work experience, hope to provide theory and practice reference for the credit card business marketing management. This paper starts from the analysis of marketing management theory, through the method of comparison and induction analysis of Suzhou Agricultural Bank of China credit card marketing strategy management status at this stage, and the marketing strategy, and puts forward the brand strategy, causes all sorts of problems and marketing strategies. Combining the current situation of marketing, through the use of PEST, SWOT and other analysis methods, the Suzhou Agricultural Bank of China's political and economic background and competitive environment are analyzed in detail, and according to the above the analysis puts forward the main strategy and market positioning, the development of Suzhou Agricultural Bank of China credit card from the product, price, service, channel and other aspects of the Suzhou Agricultural Bank credit card marketing integration Combined strategy, trying to provide operational and specific marketing management measures for Suzhou ABC to develop credit card business and increase the income of credit card business, so as to achieve long-term sustainable development of Suzhou Agricultural Bank credit card business.

【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】：2015
【分類號】：F832.2

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本文編號：1401152