本文關(guān)鍵詞： 信用卡 營銷策略 市場營銷　出處：《北京交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要：我國信用卡行業(yè)發(fā)展迅速,市場影響力日益增強(qiáng)。目前,信用卡在促進(jìn)經(jīng)濟(jì)增長、擴(kuò)大居民消費(fèi)、降低交易成本等方面,都發(fā)揮著非常重要的作用。信用卡產(chǎn)品雖對當(dāng)今社會經(jīng)濟(jì)有著很大貢獻(xiàn),但也存在非常大的挑戰(zhàn)。中國民生銀行從2005年起開展信用卡業(yè)務(wù),起步較晚,發(fā)展時(shí)間短,如何應(yīng)對激烈的市場競爭,在困境中發(fā)揮自身優(yōu)勢,是當(dāng)前面臨的亟待解決的重要現(xiàn)實(shí)問題。為此,中國民生銀行信用卡中心必須從自身實(shí)際情況出發(fā),充分發(fā)揮自身優(yōu)勢,探尋出一套適合當(dāng)前市場競爭并適合民生銀行自身發(fā)展的信用卡營銷策略。因此,針對信用卡產(chǎn)品營銷策略的研究對民生銀行信用卡中心的業(yè)務(wù)發(fā)展有著重要的現(xiàn)實(shí)研究意義和研究價(jià)值。 論文首先闡述了研究背景及意義,研究的思路和方法,并做了相關(guān)理論綜述。在市場營銷、營銷策略等相關(guān)理論闡述的基礎(chǔ)上,結(jié)合民生銀行信用卡營銷所處的具體競爭環(huán)境,詳盡分析了當(dāng)前民生銀行信用卡業(yè)務(wù)的營銷現(xiàn)狀,指出了民生銀行信用卡營銷發(fā)展中存在的主要問題及問題成因,研究并提出了民生銀行信用卡STP戰(zhàn)略,以戰(zhàn)略為指引,圍繞市場定位,提出了有針對性的4P組合策略。通過對民生銀行信用卡的系統(tǒng)研究,有利于充分發(fā)揮民生銀行信用卡的客戶、渠道、產(chǎn)品、服務(wù)等資源優(yōu)勢,使信用卡營銷在機(jī)遇與挑戰(zhàn)并存的環(huán)境下謀求更大的發(fā)展。論文的創(chuàng)新點(diǎn)在于,緊緊圍繞客戶群的市場定位,系統(tǒng)總結(jié)并提出了針對信用卡的營銷組合策略,為中國民生銀行信用卡營銷提供了一套較為系統(tǒng)完整的營銷策略方案。 論文的研究成果對于民生銀行有效提升信用卡產(chǎn)品市場營銷策略水準(zhǔn)并實(shí)現(xiàn)價(jià)值增值具有重要的現(xiàn)實(shí)指導(dǎo)意義和參考價(jià)值,對其他銀行的營銷策略也具有一定的借鑒作用。
[Abstract]:Absrtact: the credit card industry in our country is developing rapidly and the market influence is increasing day by day. At present, the credit card is promoting the economic growth, expanding the resident consumption, reducing the transaction cost and so on. Credit card products have a great contribution to today's social economy, but there are also great challenges. Minsheng Bank of China has started its credit card business since 2005. The development time is short, how to deal with the fierce market competition, and how to give full play to their advantages in the predicament, is an important practical problem to be solved urgently. The credit card center of Minsheng Bank of China must start from its own actual situation, give full play to its own advantages, and explore a set of credit card marketing strategies suitable for the current market competition and the development of Minsheng Bank itself. The research on the marketing strategy of credit card products has important practical significance and research value for the business development of the credit card center of Minsheng Bank. Firstly, the paper describes the research background and significance, research ideas and methods, and do a summary of relevant theories. On the basis of marketing, marketing strategy and other related theories. Combined with Minsheng Bank credit card marketing in the specific competitive environment, detailed analysis of the current Minsheng Bank credit card business marketing status. This paper points out the main problems and causes of the problems in the development of the credit card marketing of Minsheng Bank, studies and puts forward the credit card STP strategy of Minsheng Bank, which is guided by the strategy and revolves around the market orientation. Through the systematic research on the credit card of Minsheng Bank, it is helpful to give full play to the resources advantage of the credit card of Minsheng Bank, such as customer, channel, product, service and so on. Credit card marketing in the environment of opportunities and challenges to seek greater development. The innovation of the paper is closely around the market positioning of customer groups, a systematic summary and proposed for the credit card marketing mix strategy. For China Minsheng Bank credit card marketing to provide a more systematic and complete marketing strategy. The research results of this paper have important practical guiding significance and reference value for Minsheng Bank to effectively improve the marketing strategy level of credit card products and realize the value added. The marketing strategy of other banks also has certain reference function.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2;F274

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本文編號：1470735