本文關(guān)鍵詞：中國建設(shè)銀行吉林省分行信用卡營銷策略研究　出處：《吉林大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：根據(jù)國外成熟經(jīng)驗(yàn)，國際發(fā)達(dá)商業(yè)銀行的個(gè)人業(yè)務(wù)利潤貢獻(xiàn)度一般達(dá)到利潤總額的30%-60%，而信用卡在其中通常占到50%左右，信用卡業(yè)務(wù)已經(jīng)成為國際一流商業(yè)銀行重要的利潤來源。以美國銀行為例，2006年美國銀行凈收入中，全球消費(fèi)者與小企業(yè)業(yè)務(wù)占55%，，而其中信用卡又占了51%。國外商業(yè)銀行經(jīng)營的實(shí)踐一再表明，個(gè)人業(yè)務(wù)競爭歸根到底是個(gè)人中高端客戶之爭，信用卡做為拓展和鎖定中高端客戶群體的重要產(chǎn)品，對(duì)商業(yè)銀行個(gè)人業(yè)務(wù)的發(fā)展具有重要意義。 國內(nèi)信用卡經(jīng)過近十年的爆炸式增長，競爭日趨白熱化，發(fā)卡量從2003年的500萬張，發(fā)展到2013年的3.91億張。國內(nèi)領(lǐng)先的發(fā)卡銀行紛紛將信用卡作為其一項(xiàng)戰(zhàn)略性業(yè)務(wù)加快發(fā)展；同時(shí)，外資銀行通過合資合作的方式進(jìn)入中國信用卡市場，成為國內(nèi)信用卡市場新的競爭力量。與此同時(shí)，我國信用卡市場也存在諸多問題，如市場意識(shí)不強(qiáng)、營銷手段匱乏、服務(wù)意識(shí)弱等，導(dǎo)致只注重發(fā)卡數(shù)量，不注重發(fā)卡質(zhì)量；重復(fù)發(fā)卡、死卡增多，資源浪費(fèi)等問題。 本文以建設(shè)銀行吉林省分行為研究對(duì)象，通過文獻(xiàn)研究以及理論聯(lián)系實(shí)際的方式，以建設(shè)銀行吉林省分行信用卡的發(fā)卡歷程以及與同類金融機(jī)構(gòu)的差異性做為背景資料，對(duì)建設(shè)銀行吉林省分行的營銷現(xiàn)狀、目前存在的營銷問題進(jìn)行梳理，對(duì)信用卡營銷的宏觀環(huán)境、市場環(huán)境以及建設(shè)銀行吉林省分行SWOT進(jìn)行分析，明確建設(shè)銀行吉林分行信用卡的市場細(xì)分、目標(biāo)市場和市場定位。 通過以上研究結(jié)果表明，目前吉林省信用卡市場持卡人存在以下特征⑴對(duì)信用卡產(chǎn)品由最初的不接受、拒絕到現(xiàn)在的了解和習(xí)慣。⑵更看重的是增值服務(wù)的含金量如分期付款業(yè)務(wù)。⑶選擇哪一家發(fā)卡銀行，與客戶自身的其他銀行業(yè)務(wù)相關(guān)聯(lián)，考慮使用、到期還款的便利性。會(huì)考慮網(wǎng)點(diǎn)數(shù)量、還款便利性等因素⑷售后服務(wù)工作是否到位。⑸客戶得到的實(shí)惠到底有多大？如加油折扣、美食折扣等。⑹持卡人習(xí)慣經(jīng)常使用1-2張信用卡。⑺申辦的便利性，初始額度的高低。由此，得出結(jié)論，應(yīng)注重以服務(wù)為基礎(chǔ)，以特色產(chǎn)品為吸引，以不同階層客戶為覆蓋，設(shè)計(jì)適合不同客戶的不同產(chǎn)品。同時(shí)，打造建設(shè)銀行吉林省分行專屬品牌，多種營銷渠道相結(jié)合，發(fā)揮國有商業(yè)銀行品牌效應(yīng)和客戶優(yōu)勢，以雄厚的客戶資源為基礎(chǔ)，以網(wǎng)點(diǎn)為依托，持續(xù)保持同業(yè)領(lǐng)先位置。
[Abstract]:According to the mature experience of foreign countries, the personal profit contribution of the international developed commercial banks generally reaches 30 to 60 percent of the total profits, and credit cards usually account for about 50% of the total profits. Credit card business has become an important source of profits for the world's top commercial banks. In 2006, Bank of America, for example, accounted for 55% of the net income of Bank of America. Among them, credit card accounts for 51. the practice of foreign commercial banks has repeatedly shown that the competition of personal business is, in the final analysis, a dispute between the high-end customers of individuals. Credit card, as an important product to expand and lock up the high-end customer group, is of great significance to the development of personal business of commercial banks. After nearly a decade of explosive growth of domestic credit cards, competition is becoming more and more intense. The number of credit cards issued has increased from 5 million in 2003. In 2013, 391 million card issuing banks in China took credit cards as a strategic business to speed up their development. At the same time, foreign banks enter the Chinese credit card market through the way of joint venture and cooperation, and become a new competitive force in the domestic credit card market. At the same time, there are many problems in our credit card market, such as weak market awareness. Lack of marketing means, weak service awareness, etc., resulting in only pay attention to the number of cards issued, not to pay attention to the quality of cards; Repeated cards, increased deadcards, waste of resources and other issues. This paper takes the Jilin Branch of China Construction Bank as the research object, through the literature research and the way of connecting theory with practice. Based on the credit card issuing process of China Construction Bank Jilin Branch and the differences between the credit card and the similar financial institutions, this paper combs the current marketing situation and the existing marketing problems of the Jilin Branch of China Construction Bank. This paper analyzes the macro environment of credit card marketing, market environment and SWOT of China Construction Bank Jilin Branch, and clarifies the market segmentation, target market and market orientation of credit card in Jilin Branch of China Construction Bank. Through the above research results show that the current credit card market holders in Jilin Province exist the following characteristics of credit card products from the initial non-acceptance. Decline to now understanding and habit .2 is more important for value-added services such as installment business. 3 choose which card issuing bank, associated with the customer's own other banking business, consider using it. Maturity repayment convenience. Will consider the number of outlets, repayment convenience and other factors 4 whether the after-sales service work in place. 5 customers get the benefits in the end how big? Such as refueling discount, food discount and other .6 cardholders are accustomed to using 1-2 credit cards to apply for convenience, the level of the initial quota. From this, it is concluded that we should pay attention to the service as the basis. With the characteristic product as the attraction, with the different class customer as the cover, designs the different product suitable for the different customer. At the same time, creates the construction bank Jilin province branch exclusive brand, the many kinds of marketing channels unifies. Bring into play the brand effect and customer advantage of state-owned commercial banks, take abundant customer resources as the foundation, take the network as the support, and keep the leading position of the same trade continuously.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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本文編號(hào)：1422584