本文選題：信用卡 + 營銷策略�。� 參考：《吉林大學(xué)》2012年碩士論文

【摘要】：中國近年來的經(jīng)濟得到了快速健康的發(fā)展，廣大國民的收入狀況和消費水平也得到普遍提升，也必然導(dǎo)致對個人金融業(yè)務(wù)服務(wù)的需求的全面增加，民眾的消費觀念發(fā)生了巨大的轉(zhuǎn)變，人們的消費結(jié)算工具也經(jīng)歷了多重變遷：從八九十年代的糧票，油票，肉票，到九十年代中期以后的紙幣，再到現(xiàn)在已基本人手一張或多張的借記卡，經(jīng)歷了僅僅20余年的光景，人們慢慢開始接受從現(xiàn)金結(jié)算到卡結(jié)算這種支付方式的轉(zhuǎn)變，這些變化為信用卡在我國的發(fā)展奠定了良好基礎(chǔ)。中國銀行珠海分行自1985年發(fā)行了第一張信用卡“中銀卡”以來，我國信用卡市場己經(jīng)有了20多年的歷史，但那時的信用卡只能算是準(zhǔn)貸記卡。而自2000年起，國內(nèi)各家商業(yè)銀行才真正迎來了貸記卡發(fā)卡的高潮。截止目前，我國已有30余家商業(yè)銀行發(fā)行了信用卡，信用卡發(fā)卡量達到2.7億張，在2011年第四季度，人民幣信用卡透支余額約200億元，占居民短期消費貸款的21%，這一系列數(shù)據(jù)表明，信用卡已經(jīng)逐漸成為個人消費貸款的方式之一。 中國未來10年將是全球最大的信用卡市場之一，也是外資銀行于2006年后全面進入人民幣業(yè)務(wù)的必爭之地。雖然我國商業(yè)銀行一直都在大力營銷自己的信用卡，但是效果卻并不盡如人意，國內(nèi)銀行無論在面臨的社會信用制度、還是在經(jīng)營機制、經(jīng)營理念、營銷手段等層面，，與發(fā)達國家相比都有著很大的差距。其主要原因就是營銷觀念不夠先進，營銷經(jīng)驗不足，對市場的細(xì)化不夠準(zhǔn)確，效率不高，信用卡在市場的定位不夠明確；開展業(yè)務(wù)中，過多的把注意力放在發(fā)卡的數(shù)量上，而忽視了信用卡產(chǎn)品的內(nèi)在品質(zhì)和外在服務(wù)質(zhì)量。而且由于缺乏專業(yè)化的營銷團隊，致使各家商業(yè)銀行不能針對不同的客戶提供差變化的服務(wù)，往往只是一味的提供相似甚至完全相同的服務(wù)，這樣就無法使客戶區(qū)分各家商業(yè)銀行的信用卡產(chǎn)品。由于吉林省建行的信用卡業(yè)務(wù)還處于起步階段，并不成熟，缺乏競爭力，而且隨著我國金融市場的開放腳步，省內(nèi)的商業(yè)銀行還需要共同面對來越來越多的擁有雄厚資本競爭力的外資銀行。因此加快吉林省建行信用卡營銷的發(fā)展，對于提高本行的市場競爭力和經(jīng)濟效益具有十分重要的意義。本文僅從銀行信用卡營銷角度入手，來探索適合的營銷環(huán)境進行銀行信用卡營銷。本文運用了管理學(xué)、營銷學(xué)和運籌學(xué)等多學(xué)科對信用卡的市場營銷情況進行了分析。雖然隨著時代的變遷，信用卡業(yè)務(wù)正逐步成為吉林省建行極為看重的和中間收入較高的個人零售業(yè)務(wù)。雖然從未停止發(fā)展信用卡業(yè)務(wù)的腳步，但是由于缺乏產(chǎn)品創(chuàng)新，營銷渠道不夠廣泛，并沒有收到十分令人滿意的效果。并且由于缺乏品牌效益，沒有樹立鮮明的品牌特征，無法使客戶各準(zhǔn)確的區(qū)分各家商業(yè)銀行的信用卡產(chǎn)品。因此若想在這場信用卡營銷大戰(zhàn)中占得先機，提高本行的市場競爭力和經(jīng)濟效益具有十分重要的意義。本文共分為四個部分，首先介紹了我國商業(yè)銀行信用卡營銷的基本情況與現(xiàn)有策略，其次對吉林省建行信用卡市場營銷進行了分析，從營銷戰(zhàn)略、營銷理念、營銷策略組合、用卡環(huán)境、人才的培養(yǎng)等方面對如何促進信用卡營銷的發(fā)展提出了自己的看法。希望對有效開展信用卡營銷工作，改善信用卡交易結(jié)構(gòu)，提高持卡人消費交易量，形成一定的規(guī)模優(yōu)勢和品牌優(yōu)勢，應(yīng)對外資銀行的挑戰(zhàn)和參與國際競爭有所幫助。
[Abstract]:In recent years, China's economy has developed rapidly and healthfully, and the income status and consumption level of the vast majority of the people have also been promoted. It will inevitably lead to a comprehensive increase in the demand for personal financial services. The consumption concept of the people has changed greatly, and the consumer settlement tools have also undergone multiple changes: from eighty or ninety In the years, grain tickets, oil tickets, meat tickets, paper money after the mid 90s, and now one or more debit cards, which have been basically one or more, have gone through more than 20 years, and people slowly begin to accept the change from cash settlement to card settlement. These changes have laid a good foundation for the development of credit cards in our country. Since the Zhuhai branch of the Bank of China issued the first credit card in 1985, the credit card market in China has had a history of more than 20 years, but the credit card was only a quasi credit card at that time. And since 2000, all domestic commercial banks have really ushered in the high tide of credit card issuers. Up to now, there are more than 30 in our country. Commercial banks issued credit cards with 270 million credit card issuers. In the fourth quarter of 2011, the overdraft of RMB credit card was about 20 billion yuan, accounting for 21% of the residents' short-term consumer loans. This series of data shows that credit cards have gradually become one of the formula of personal consumer loans.
China will be one of the largest credit card markets in the world in the next 10 years. It is also a competitive place for foreign banks to fully enter the RMB business after 2006. Although China's commercial banks have been vigorously marketing their credit cards, the effect is not satisfactory, the domestic banks are facing the social credit system, or are in operation. The main reason is that the marketing concept is not advanced enough, the marketing experience is insufficient, the market is not refined enough, the efficiency is not high, the credit card is not clearly defined in the market, and too much attention is put on the quantity of the card in the business. On the other hand, the inherent quality and the external service quality of credit card products are ignored. And because of the lack of professional marketing team, the commercial banks can not provide different services for different customers, often only provide similar and even the same services blindly, so that customers can not distinguish the commercial banks from each other. Credit card products. Because the credit card business of the Jilin Construction Bank is still in its infancy, it is not mature and lack of competitiveness. With the opening of the financial market in China, the commercial banks in the province need to face more and more foreign banks with strong capital competitiveness. Therefore, the credit card marketing of the Construction Bank of Jilin province is accelerated. The development of the bank is of great significance for improving the market competitiveness and economic benefits of the bank. This paper, starting with the marketing angle of the bank credit card, explores the suitable marketing environment to carry out the marketing of bank credit card. This paper analyzes the marketing situation of credit card by using management, marketing and operations research. Although with the change of the times, credit card business is becoming the most important personal retail business of Jilin Construction Bank. Although it has never stopped developing credit card business, it has not received very satisfactory results because of lack of product innovation and lack of marketing channels. And because of the lack of satisfactory results. The brand benefit, which does not establish the distinctive brand characteristics, can not make the customers distinguish the credit card products of each commercial bank accurately. Therefore, it is of great significance to improve the market competitiveness and economic benefits of the bank in this credit card marketing war. This paper is divided into four parts, first of all, we introduce our country. The basic situation of commercial bank credit card marketing and the existing strategy, followed by the analysis of the Jilin CCB credit card market marketing, from marketing strategy, marketing concept, marketing strategy combination, the use of card environment, personnel training and other aspects of the development of credit card marketing to promote the development of their own views. Hope to effectively carry out credit cards. Marketing work, improving the structure of credit card transaction, improving the quantity of cardholder's consumption, forming a certain scale advantage and brand advantage, is helpful to the challenge of foreign banks and participation in international competition.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2

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