本文關(guān)鍵詞：大連銀行信用卡市場(chǎng)營(yíng)銷策略研究　出處：《遼寧大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 大連銀行 信用卡 營(yíng)銷環(huán)境 營(yíng)銷策略

【摘要】：目前,隨著中國(guó)金融市場(chǎng)對(duì)外開(kāi)放的發(fā)展,中國(guó)的銀行業(yè)面臨著日益嚴(yán)重的挑戰(zhàn)。信用卡業(yè)務(wù)被稱為中國(guó)零售金融市場(chǎng)最后一塊奶酪,成為了國(guó)內(nèi)各大銀行(包括其它金融發(fā)卡機(jī)構(gòu))競(jìng)相競(jìng)爭(zhēng)的對(duì)象。信用卡業(yè)務(wù)已經(jīng)成為信貸消費(fèi)領(lǐng)域中不可或缺的金融工具之一。伴隨著全球經(jīng)濟(jì)的持續(xù)發(fā)展以及電子計(jì)算機(jī)和通訊技術(shù)的廣泛運(yùn)用,人們生活質(zhì)量不斷提高,信用卡逐漸發(fā)展成為一種集存取現(xiàn)金、轉(zhuǎn)賬結(jié)算、商品消費(fèi)、循環(huán)信用等多項(xiàng)功能于一身的金融工具。信用卡業(yè)務(wù)如此受到青睞,主要是因?yàn)樵趪?guó)內(nèi)、國(guó)外,沒(méi)有比銀行業(yè)再穩(wěn)定、傳統(tǒng)的業(yè)務(wù)了,能像信用卡一樣存在如此巨大的利潤(rùn)空間。信用卡具有高投入、高風(fēng)險(xiǎn)、高收益的特點(diǎn)。 改革開(kāi)放以來(lái),我國(guó)經(jīng)濟(jì)迅速發(fā)展,高科技產(chǎn)品在銀行經(jīng)營(yíng)中得到了廣泛的應(yīng)用,人們的支付手段也正是由于金融高科技的發(fā)展,由紙質(zhì)貨幣到電子貨幣變化,逐漸步入到信用卡支付時(shí)代。而目前大連銀行所處的地區(qū)信用卡市場(chǎng)面臨著“僧多粥少”的處境----需要發(fā)展但不知如何發(fā)展。大連銀行的銀行卡業(yè)務(wù)經(jīng)過(guò)十幾年的發(fā)展,初步形成了自己的品牌和特色。本文以大連銀行信用卡市場(chǎng)營(yíng)銷業(yè)務(wù)發(fā)展為研究對(duì)象,一共分為四部分,第一部分是緒論,主要介紹本文的選題背景、選題意義以及基本思路和主要方法.第二部分是信用卡市場(chǎng)營(yíng)銷環(huán)境及目標(biāo)市場(chǎng)分析,從而選擇目標(biāo)市場(chǎng)及市場(chǎng)定位。第三、四部分通過(guò)對(duì)大連銀行信用卡市場(chǎng)營(yíng)銷分析,從而制定相應(yīng)的營(yíng)銷組合策略以及對(duì)應(yīng)的保障措施,從而為整篇文章的寫(xiě)作奠定堅(jiān)實(shí)的理論基礎(chǔ)。 本文的特色在于：將理論分析和實(shí)例論證相結(jié)合,系統(tǒng)地論證了大連銀行信用卡發(fā)展過(guò)程中存在的主要問(wèn)題和難點(diǎn)。希望通過(guò)信用卡市場(chǎng)定位、多渠道營(yíng)銷策略、保障措施的加強(qiáng)等措施以促進(jìn)大連銀行信用卡業(yè)務(wù)的良好發(fā)展,為大連銀行在推廣信用卡業(yè)務(wù)和擴(kuò)大其信用卡市場(chǎng)份額上提供參考。
[Abstract]:At present, with the opening up of China's financial market, China's banking industry is facing increasingly serious challenges. Credit card business is known as the last piece of cheese in China's retail financial market. Has become a major domestic bank (including other financial card issuers). Credit card business has become one of the indispensable financial instruments in the field of credit consumption. With the continuous development of the global economy and the wide use of computer and communication technology. With the improvement of people's quality of life, credit card has gradually developed into a kind of financial tool with many functions, such as cash access, transfer and settlement, commodity consumption, circulation credit, etc. The credit card business is so popular. The main reason is that at home and abroad, there is no more stable than the banking industry, the traditional business, like the credit card, there is such a huge profit margin, credit card has the characteristics of high investment, high risk, high income. Since the reform and opening up, China's rapid economic development, high-tech products in the banking operation has been widely used, people's means of payment is also due to the development of financial high-tech. From paper money to electronic money. Gradually entering the era of credit card payment. At present, the regional credit card market of Dalian Bank is faced with "more than enough applicants." Need to develop but do not know how to develop. The bank card business of Dalian Bank has been developing for more than ten years. Initially formed its own brand and characteristics. This paper to Dalian Bank credit card marketing business development as the research object, a total of four parts, the first part is the introduction, mainly introduces the background of this paper. The second part is the credit card marketing environment and target market analysis, so as to select the target market and market positioning. Through the analysis of the credit card marketing of Dalian Bank, the fourth part formulates the corresponding marketing combination strategy and the corresponding safeguard measures, thus lays a solid theoretical foundation for the whole article writing. The characteristics of this paper are: the combination of theoretical analysis and case study, systematically demonstrated the main problems and difficulties in the development of Dalian Bank credit card, hoping to position the credit card market. In order to promote the good development of the credit card business of Dalian Bank, the multi-channel marketing strategy and the strengthening of the safeguard measures can provide a reference for Dalian Bank in promoting the credit card business and expanding its credit card market share.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.2

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本文編號(hào)：1421453