本文選題：電話營銷 + 客戶價值　； 參考：《大連理工大學(xué)》2013年碩士論文

【摘要】：Z銀行是國內(nèi)資本實力最雄厚的商業(yè)銀行之一,是一家快速增長并具有強(qiáng)大綜合競爭力的全國性股份制商業(yè)銀行。 Z銀行信用卡中心是Z銀行的信用卡業(yè)務(wù)專營機(jī)構(gòu),從2002年底建立到現(xiàn)在已經(jīng)近10年時間,這10年的時間是中國信用卡行業(yè)快速發(fā)展的10年。截止目前,Z銀行信用卡中心累計發(fā)卡量已超過2000萬張,全年交易額超過2500億元、全年盈利超15億元,位列股份制商業(yè)銀行前列。Z銀行信用卡中心正憑借自己先進(jìn)的經(jīng)營水平與業(yè)務(wù)模式,在國內(nèi)激烈的信用卡行業(yè)市場競爭中脫穎而出,取得一席之地。 作為一種新興的營銷模式,電話營銷已在國外已經(jīng)被廣泛使用并取得巨大成功。與信用卡的發(fā)展類似,其在中國的發(fā)展也是近在10年間逐步走向成熟。目前,各銀行電話銷售業(yè)務(wù)已初具規(guī)模,電話營銷已經(jīng)成為信用卡發(fā)行和客戶關(guān)系管理(CRM)的重要手段。作為較早開展信用卡電話營銷的銀行之一,Z銀行針對目標(biāo)客戶展開了精準(zhǔn)的數(shù)據(jù)庫營銷,在近幾年實現(xiàn)了高速發(fā)展,彌補(bǔ)了直銷渠道在獲取及經(jīng)營目標(biāo)客戶方面的不足。但隨著互聯(lián)網(wǎng)等低成本渠道的誕生,電話營銷渠道存在的短板也日益顯現(xiàn)。如何針對信用卡業(yè)務(wù)特點,發(fā)揮電話營銷渠道優(yōu)勢,選定最優(yōu)營銷策略,已經(jīng)成為Z銀行信用卡中心亟待思考解決的問題。 本文將以Z銀行信用卡電話營銷渠道為案例,運用電話營銷的相關(guān)理論,提出基于客戶價值管理的z銀行信用卡電話營銷的發(fā)展方向及營銷策略,并希望能對電話營銷在信用卡產(chǎn)業(yè)的創(chuàng)新應(yīng)用提供一些啟發(fā)。
[Abstract]:Z Bank is one of the most powerful commercial banks in China. It is a national joint-stock commercial bank with rapid growth and strong comprehensive competitiveness.Z bank credit card center is the credit card business franchise of Z bank. It has been nearly 10 years since it was established at the end of 2002. This 10 years has been a decade of rapid development of credit card industry in China.Up to now, the credit card center of Bank of China has issued more than 20 million cards, with a total turnover of more than 250 billion yuan and a profit of more than 1.5 billion yuan in the whole year.The credit card center of Z bank, which is in the forefront of joint-stock commercial bank, is standing out in the fierce market competition of credit card industry in China with its own advanced management level and business model.As a new marketing model, telephone marketing has been widely used in foreign countries and achieved great success.Similar to the development of credit cards, its development in China is gradually maturing in the past 10 years.At present, telephone sales of banks have taken shape, and telephone marketing has become an important means of credit card issuance and CRM (customer relationship Management).As one of the banks that carried out credit card telephone marketing earlier, Bank Z has carried out accurate database marketing for the target customers, which has achieved rapid development in recent years, and made up for the shortcomings of direct marketing channels in obtaining and operating target customers.But with the birth of the Internet and other low-cost channels, the existence of telephone marketing channels of the short board is also increasingly apparent.How to give full play to the advantage of telephone marketing channel and choose the best marketing strategy according to the characteristics of credit card business has become the urgent problem to be solved by the credit card center of Z bank.This article will take Z bank credit card telephone marketing channel as the case, uses the telephone marketing related theory, proposes the development direction and the marketing strategy of the z bank credit card telephone marketing based on the customer value management.It also hopes to provide some inspiration for the innovative application of telephone marketing in credit card industry.
【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】：2013
【分類號】：F274;F832.33

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本文編號：1766613