【摘要】：隨著股份制改革的完成，中國建設(shè)銀行的經(jīng)營目標(biāo)轉(zhuǎn)變?yōu)楣蓶|權(quán)益最大化。因此在維持傳統(tǒng)業(yè)務(wù)的基礎(chǔ)上，建設(shè)銀行應(yīng)該把著重于開展中間業(yè)務(wù)作為長期發(fā)展的重要目標(biāo)，在各種銀行中間業(yè)務(wù)中信用卡業(yè)務(wù)是其重要組成部分，是大多數(shù)商業(yè)銀行的主要利潤來源和重要業(yè)務(wù)，是當(dāng)今各大商業(yè)銀行爭奪中間業(yè)務(wù)收入的一塊重要的領(lǐng)域，因此，大力發(fā)展信用卡業(yè)務(wù)對于商業(yè)銀行的整體收入都起著非常重要的作用。 通過調(diào)查分析，了解到商業(yè)銀行的信用卡業(yè)務(wù)經(jīng)營模式，發(fā)現(xiàn)建行一汽支行在信用卡業(yè)務(wù)營銷方面存在諸多問題，包括營銷渠道較單一，信用卡產(chǎn)品同質(zhì)化較嚴(yán)重，營銷方法片面，服務(wù)機制不健全，人力資源培訓(xùn)不足等等，經(jīng)分析造成上述問題的原因主要在幾個方面：市場定位不明確，銀行過分偏重傳統(tǒng)營銷渠道，品牌宣傳建設(shè)不到位，客戶服務(wù)制度不健全等等。 隨后本文對建行一汽支行的營銷環(huán)境做出了分析，這里的營銷環(huán)境包括人口環(huán)境、科技環(huán)境、法律環(huán)境等宏觀營銷環(huán)境，也包括客戶環(huán)境、競爭環(huán)境、內(nèi)部環(huán)境等微觀營銷環(huán)境。在營銷環(huán)境分析的基礎(chǔ)上，對一汽支行信用卡業(yè)務(wù)進(jìn)行SWOT分析，包括優(yōu)勢、劣勢、機會、威脅四方面分析，以上的這些分析對目標(biāo)市場選擇和定位以及營銷策略的制定都起到了理論支撐的作用，明確了一汽支行信用卡產(chǎn)品的發(fā)展環(huán)境。 針對信用卡業(yè)務(wù)的營銷目標(biāo)，本文對長春地區(qū)信用卡市場分別按地理細(xì)分、人口細(xì)分、心理細(xì)分、行為細(xì)分等方式進(jìn)行了市場細(xì)分。根據(jù)市場細(xì)分的結(jié)果，對一汽支行的信用卡業(yè)務(wù)選擇了目標(biāo)市場并進(jìn)行市場定位，其中目標(biāo)市場包括還款來源穩(wěn)定客戶市場、區(qū)域特色業(yè)務(wù)市場以及中高端客戶市場。根據(jù)目標(biāo)市場和市場定位的結(jié)果，本文對一汽支行信用卡業(yè)務(wù)的營銷策略組合加以設(shè)計研究，分別提出了價格策略、產(chǎn)品策略、渠道策略和促銷策略。最后根據(jù)制定的營銷策略組合，提出在人力資源方面、績效激勵方面、風(fēng)險管控方面的保障措施，以保證營銷策略的順利執(zhí)行。 本文的策略研究是建立在營銷理論的基礎(chǔ)上的，，對于中國建設(shè)銀行長春一汽支行來說，信用卡業(yè)務(wù)營銷策略對整個支行的發(fā)展來說尤為重要，可以提升在區(qū)域內(nèi)和系統(tǒng)內(nèi)的競爭力。而對于整個行業(yè)來說，對一汽支行的信用卡業(yè)務(wù)營銷策略研究具有一定的代表性，可以在一定程度上解決行業(yè)在信用卡業(yè)務(wù)營銷推廣過程中面臨的問題。
[Abstract]:With the completion of the shareholding system reform, China Construction Bank's business objectives are transformed into shareholder rights maximization. Therefore, on the basis of maintaining traditional business, China Construction Bank should focus on developing intermediary business as an important goal of long-term development, and credit card business is an important part of all kinds of intermediate business of banks. It is the main profit source and important business of most commercial banks. It is an important field for the major commercial banks to compete for the income of intermediate business. The development of credit card business plays a very important role in the overall income of commercial banks. Through investigation and analysis, we know the business model of credit card business of commercial banks, and find that FAW branch of CCB has many problems in credit card business marketing, including single marketing channel and serious homogeneity of credit card products. The marketing method is one-sided, the service mechanism is not perfect, the human resource training is insufficient and so on. The reasons for the above problems are mainly in several aspects: the market positioning is not clear, the bank is too partial to the traditional marketing channel, and the brand propaganda construction is not in place. Customer service system is not perfect and so on. Then this paper makes an analysis of the marketing environment of FAW branch of CCB. The marketing environment here includes population environment, science and technology environment, legal environment and so on. It also includes customer environment, competition environment, etc. Internal environment and other micro-marketing environment. Based on the analysis of the marketing environment, the SWOT analysis of FAW's credit card business is carried out, including four aspects: strengths, weaknesses, opportunities and threats. The above analysis plays a theoretical supporting role in the choice and positioning of target market and the formulation of marketing strategy, and clarifies the development environment of FAW credit card products. Aiming at the marketing target of credit card business, this paper divides the credit card market in Changchun area into geographical subdivision, population subdivision, psychological subdivision, behavioral subdivision and so on. According to the result of market segmentation, the target market of FAW's credit card business is selected and positioned. The target market includes stable customer market with repayment source, regional characteristic business market and middle and high-end customer market. According to the result of target market and market orientation, this paper designs and studies the marketing strategy combination of FAW credit card business, and puts forward price strategy, product strategy, channel strategy and promotion strategy respectively. Finally, according to the marketing strategy combination, the paper puts forward the safeguard measures in the aspects of human resources, performance incentive and risk control to ensure the smooth implementation of the marketing strategy. The strategy research of this paper is based on the marketing theory. For the Changchun FAW Branch of China Construction Bank, the credit card marketing strategy is particularly important to the development of the whole branch. Can enhance the competitiveness in the region and the system. For the whole industry, the research on the credit card marketing strategy of FAW sub-bank is representative, which can solve the problems in the credit card marketing promotion process to a certain extent.
【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】：2015
【分類號】：F832.2

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