客戶細分模型在中信銀行信用卡營銷中的應(yīng)用研究
發(fā)布時間：2018-08-25 07:53
【摘要】：信用卡作為當(dāng)前社會一種全新的貨幣形態(tài),是個人信用與社會經(jīng)濟的聯(lián)結(jié)點,是聯(lián)結(jié)金融、電子科技、商業(yè)貿(mào)易的橋梁和紐帶。它是商品生產(chǎn)和市場經(jīng)濟發(fā)展的產(chǎn)物,同時又對經(jīng)濟發(fā)展產(chǎn)生重要影響,特別是對當(dāng)前促進經(jīng)濟增長,降低社會交易成本,促進商品流通發(fā)揮著積極的作用。 推銷信用卡與銷售其他產(chǎn)品不同,一般產(chǎn)品賣出去后交易基本完成,而信用卡發(fā)卡后交易才剛剛開始,必須要讓客戶消費刷信用卡銀行才有可能獲利。如何尋找信用卡的潛在客戶?怎么讓信用卡持卡人持續(xù)消費?總體來說,現(xiàn)在銀行信用卡行業(yè)面臨的主要問題是：怎樣尋找到真正的信用卡客戶?怎樣讓客戶消費時使用本行信用卡?對于以上疑難問題,應(yīng)用建立在海量數(shù)據(jù)管理之上的數(shù)據(jù)挖掘技術(shù),建立已有客戶的細分模型是一個行之有效的解決辦法。 本文首先簡述了我國銀行信用卡業(yè)務(wù)發(fā)展的歷史和現(xiàn)狀,著重分析了新階段我國商業(yè)銀行信用卡業(yè)務(wù)面臨的四個方面的壓力,引出信用卡客戶的數(shù)據(jù)挖掘,精準(zhǔn)有效的客戶細分是銀行信用卡業(yè)務(wù)下一個階段營銷的必由之路；第二章簡要介紹了市場營銷的基本理論、客戶關(guān)系管理理論、客戶細分理論、數(shù)據(jù)挖掘理論;第三章,介紹并分析了中信銀行信用卡在發(fā)展過程中遇到的問題,對中信銀行信用卡的經(jīng)營環(huán)境及營銷策略做了簡要的分析,并闡述信用卡對我國社會經(jīng)濟發(fā)展的意義；第四章,結(jié)合中信銀行的實際情況,對截至2010年11月底的中信銀行信用卡客戶進行客戶及消費行為分析,按照客戶細分模型劃分出了九個細分客群,并逐一對每個客戶細分群進行了風(fēng)險級別、卡級別占比、消費占比高前五類商戶、經(jīng)營分析和市場策略分析。第五章,基于客戶細分模型,對中信銀行最近兩年的推出的信用卡新產(chǎn)品和大型市場活動進行分析。這些案例可以證明客戶細分模型在實際工作中,有著極其重要的指導(dǎo)作用。
[Abstract]:Credit card, as a new form of money in the current society, is the link between personal credit and social economy, and a bridge and link between finance, electronic technology, commerce and trade. It is the product of commodity production and the development of market economy, at the same time it has an important influence on economic development, especially on promoting economic growth, reducing social transaction cost and promoting commodity circulation. Marketing credit cards is different from selling other products. The general products are sold and the transactions are basically completed, and the transactions after the credit card issuance are just beginning. Customers must be allowed to spend money on credit card banks in order to make a profit. How do I find potential customers for my credit card? How can credit card holders keep spending? In general, the main problem facing the banking credit card industry is: how to find real credit card customers? How can customers use their credit cards when they spend money? For the above problems, it is an effective solution to apply the data mining technology based on the massive data management to establish the existing customer segmentation model. This paper firstly introduces the history and present situation of the credit card business development of our country's banks, analyzes the pressure in four aspects of the credit card business of our country's commercial bank in the new stage, and leads to the data mining of the credit card customers. Accurate and effective customer segmentation is the only way to the next stage of bank credit card business marketing. Chapter two briefly introduces the basic theory of marketing, customer relationship management theory, customer segmentation theory, data mining theory; chapter 3, This paper introduces and analyzes the problems encountered in the development of CITIC Bank's credit card, makes a brief analysis of the operating environment and marketing strategy of CITIC Bank's credit card, and expounds the significance of credit card to the social and economic development of our country. According to the actual situation of CITIC Bank, the customer and consumer behavior of CITIC Bank credit card customers up to the end of November 2010 are analyzed. According to the customer subdivision model, nine subdivision customer groups are divided. And carried on the risk level one by one to each customer subdivision group, the card grade proportion, the consumption proportion high top five kinds of merchants, the management analysis and the market strategy analysis. Chapter 5, based on the customer segmentation model, analyzes the new credit card products and large market activities introduced by CITIC Bank in the last two years. These cases can prove that the customer segmentation model plays an extremely important guiding role in practical work.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2;F224
本文編號：2202250
[Abstract]:Credit card, as a new form of money in the current society, is the link between personal credit and social economy, and a bridge and link between finance, electronic technology, commerce and trade. It is the product of commodity production and the development of market economy, at the same time it has an important influence on economic development, especially on promoting economic growth, reducing social transaction cost and promoting commodity circulation. Marketing credit cards is different from selling other products. The general products are sold and the transactions are basically completed, and the transactions after the credit card issuance are just beginning. Customers must be allowed to spend money on credit card banks in order to make a profit. How do I find potential customers for my credit card? How can credit card holders keep spending? In general, the main problem facing the banking credit card industry is: how to find real credit card customers? How can customers use their credit cards when they spend money? For the above problems, it is an effective solution to apply the data mining technology based on the massive data management to establish the existing customer segmentation model. This paper firstly introduces the history and present situation of the credit card business development of our country's banks, analyzes the pressure in four aspects of the credit card business of our country's commercial bank in the new stage, and leads to the data mining of the credit card customers. Accurate and effective customer segmentation is the only way to the next stage of bank credit card business marketing. Chapter two briefly introduces the basic theory of marketing, customer relationship management theory, customer segmentation theory, data mining theory; chapter 3, This paper introduces and analyzes the problems encountered in the development of CITIC Bank's credit card, makes a brief analysis of the operating environment and marketing strategy of CITIC Bank's credit card, and expounds the significance of credit card to the social and economic development of our country. According to the actual situation of CITIC Bank, the customer and consumer behavior of CITIC Bank credit card customers up to the end of November 2010 are analyzed. According to the customer subdivision model, nine subdivision customer groups are divided. And carried on the risk level one by one to each customer subdivision group, the card grade proportion, the consumption proportion high top five kinds of merchants, the management analysis and the market strategy analysis. Chapter 5, based on the customer segmentation model, analyzes the new credit card products and large market activities introduced by CITIC Bank in the last two years. These cases can prove that the customer segmentation model plays an extremely important guiding role in practical work.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.2;F224
【參考文獻】
相關(guān)期刊論文 前3條
1 余韻;;我國信用卡營銷模式分析及改進[J];北方經(jīng)濟;2009年21期
2 趙睿;;美國信用卡產(chǎn)業(yè)營銷模式的創(chuàng)新及啟示[J];改革與戰(zhàn)略;2007年08期
3 嚴(yán)麗平;;基于數(shù)據(jù)挖掘的電信客戶細分模型的分析與設(shè)計[J];科技廣場;2007年05期
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