【摘要】： 我國信用卡市場經(jīng)過二十多年的發(fā)展,已經(jīng)由最初的數(shù)量競爭轉(zhuǎn)為品牌競爭,越來越多的發(fā)卡機構(gòu)加入到利潤豐厚的信用卡市場,在競爭的環(huán)境中,各發(fā)卡機構(gòu)要吸收目標持卡人、保留原有持卡人群體,必須重視品牌經(jīng)營,品牌是其服務個性化的體現(xiàn)。品牌經(jīng)營作為現(xiàn)代企業(yè)一種新的競爭戰(zhàn)略,是市場經(jīng)濟日益發(fā)展、競爭日趨激烈的必然產(chǎn)物,品牌經(jīng)營具有贏得客戶、創(chuàng)造利潤、實現(xiàn)可持續(xù)發(fā)展的經(jīng)濟效應。 品牌經(jīng)營是一項全方位的工作,也是一項需要持續(xù)投入的長期工作,發(fā)卡機構(gòu)需要有清晰的思路。在品牌經(jīng)營中,發(fā)卡機構(gòu)一方面要結(jié)合整體的發(fā)展戰(zhàn)略,與發(fā)卡機構(gòu)的經(jīng)營使命相結(jié)合,對品牌經(jīng)營進行長期規(guī)劃,以信用卡品牌經(jīng)營帶動發(fā)卡機構(gòu)的品牌建設;另一方面,發(fā)卡機構(gòu)在對持卡人、競爭情況全面分析的基礎上,結(jié)合自身實際情況,提煉出信用卡品牌獨一無二的價值。 目前,我國的發(fā)卡機構(gòu)品牌經(jīng)營中存在隨意性、品牌規(guī)劃缺少系統(tǒng)性、品牌經(jīng)營無深度等諸多問題。根據(jù)這一實際情況,本文首先從理論的高度分析了信用卡品牌經(jīng)營的內(nèi)涵,信用卡品牌經(jīng)營是一項長期的、復雜的工程,然后客觀地闡述了各發(fā)卡機構(gòu)取得的成績及存在的不足,分析了產(chǎn)生問題的癥結(jié)所在,借鑒著名信用卡品牌經(jīng)營的成功經(jīng)驗,提出了信用卡品牌經(jīng)營的可行措施。
[Abstract]:After more than 20 years of development, the credit card market of our country has changed from the initial competition in quantity to the competition of brand. More and more credit card issuers have joined the lucrative credit card market, and in the competitive environment, In order to absorb the target cardholder and retain the original group of cardholders, each card issuing institution must attach importance to brand management, which is the embodiment of individualized service. Brand management, as a new competitive strategy of modern enterprises, is the inevitable outcome of the increasing development of market economy and fierce competition. Brand management has the economic effect of winning customers, creating profits and realizing sustainable development. Brand management is not only a comprehensive work, but also a long-term work that needs to be continuously invested. Card issuers need to have clear ideas. In the brand management, on the one hand, the card issuing organization should combine the overall development strategy with the management mission of the card issuing organization, carry on the long-term plan to the brand management, drive the brand construction of the card issuing institution with the credit card brand management; On the other hand, on the basis of the comprehensive analysis of the cardholder and the competition situation, the credit card issuing institution abstracts the unique value of the credit card brand. At present, there are many problems such as randomness, lack of systematic brand planning, lack of depth of brand management and so on. According to the actual situation, this paper first analyzes the connotation of credit card brand management from the theoretical perspective, credit card brand management is a long-term, complex project, Then the paper objectively expounds the achievements and shortcomings of the credit card issuing organizations, analyzes the crux of the problems, draws lessons from the successful experience of the famous credit card brand management, and puts forward the feasible measures for the credit card brand management.
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F832.2

【參考文獻】

相關(guān)期刊論文 前10條

1 葉友;;客戶服務是商業(yè)銀行信用卡品牌建設的最主要途徑[J];金融論壇;2008年01期

2 鄧海藍;基于產(chǎn)品創(chuàng)新的服務是贏得信用卡市場的根本——花旗銀行香港地區(qū)信用卡營銷經(jīng)驗的啟示[J];改革與戰(zhàn)略;2004年12期

3 蔣丹凌;香港銀行信用卡業(yè)務的營銷策略及借鑒[J];國際經(jīng)濟合作;1999年04期

4 胥莉,陳宏民;美國和日本信用卡產(chǎn)業(yè)的比較研究[J];國際金融研究;2004年08期

5 劉志梅;;透析信用卡大量營銷與品牌營銷戰(zhàn)略[J];廣東金融學院學報;2006年02期

6 趙R蛻，

本文編號：2295336