本文選題：金融IC卡　切入點(diǎn)：營(yíng)銷推廣　出處：《電子科技大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：金融IC卡在國(guó)內(nèi)經(jīng)歷10多年的探索與實(shí)踐逐步走向成熟,除具備比傳統(tǒng)銀行卡更多的功能外,還可與行業(yè)應(yīng)用相結(jié)合,并在互聯(lián)網(wǎng)支付、移動(dòng)支付等方面大有可為。長(zhǎng)期來(lái)看,金融IC卡是銀行卡一大發(fā)展趨勢(shì)。本研究基于銀行卡發(fā)展歷程、EMV遷移相關(guān)理論及營(yíng)銷管理理論,及圖表分析發(fā)現(xiàn)XX銀行金融IC卡業(yè)務(wù)發(fā)展過(guò)程中存在部分問(wèn)題,但為了更加全面的反應(yīng)XX銀行金融IC卡發(fā)展問(wèn)題,經(jīng)過(guò)調(diào)查問(wèn)卷的形式進(jìn)行了系統(tǒng)分析。問(wèn)卷研究中共涉及四大類,包括從XX銀行金融IC卡使用功能,使用渠道,定價(jià)情況,營(yíng)銷推廣情況四個(gè)方面,持卡人基于感覺對(duì)問(wèn)題進(jìn)行打分。本研究問(wèn)卷主要通過(guò)互聯(lián)網(wǎng)問(wèn)卷星的鏈接向調(diào)查對(duì)象發(fā)放,主要調(diào)研人群包括企業(yè)白領(lǐng)以及外來(lái)務(wù)工人員。通過(guò)調(diào)查問(wèn)卷調(diào)研后發(fā)現(xiàn):持卡人對(duì)金融IC卡產(chǎn)品較為認(rèn)可,并對(duì)其功能多應(yīng)用有較大的需求;持卡人對(duì)金融IC卡小額支付功能應(yīng)用了解較少;持卡人對(duì)金融IC卡資費(fèi)下調(diào)需求較大;金融IC卡對(duì)持卡人的優(yōu)惠服務(wù)亟待提升;金融IC卡在公益宣傳方面力度較弱等問(wèn)題。通過(guò)圖表分析和調(diào)查問(wèn)卷分析,運(yùn)用STP營(yíng)銷戰(zhàn)略和4Ps營(yíng)銷理論,得出XX銀行金融IC卡營(yíng)銷推廣的重點(diǎn)在于:通過(guò)準(zhǔn)確的市場(chǎng)定位,使客戶充分了解產(chǎn)品的特點(diǎn),并為客戶選擇差異化的產(chǎn)品;通過(guò)科學(xué)的市場(chǎng)細(xì)分,了解客戶還未得到滿足的需求,能獲得更多的營(yíng)銷機(jī)會(huì),以此在激烈的競(jìng)爭(zhēng)中立足;慎重選擇目標(biāo)市場(chǎng),在市場(chǎng)細(xì)分的基礎(chǔ)上圈定適合自身發(fā)展的市場(chǎng),使之成為自身資源與客戶需求的最佳切合點(diǎn)。
[Abstract]:The financial IC card has experienced more than 10 years of exploration and practice in China and has gradually matured. In addition to having more functions than the traditional bank card, it can also be combined with the application of the industry, and has great potential in Internet payment, mobile payment, and so on. In the long run, Financial IC card is a great developing trend of bank card. Based on the theory of EMV migration and marketing management of bank card, this study finds that there are some problems in the development of XX bank's financial IC card business. However, in order to respond more comprehensively to the development of XX Bank's financial IC card, a systematic analysis has been made through the form of the questionnaire. The questionnaire research involves four major categories, including the use function, channel and pricing situation of XX Bank's financial IC card. There are four aspects of marketing promotion: cardholders score the questions based on their feelings. The questionnaire is distributed to the respondents through the link of the Internet questionnaire star. The main research crowd includes enterprise white-collar workers and migrant workers. Through the questionnaire survey, it is found that the cardholders are more approbable to the financial IC card products, and have a greater demand for their multi-function application; Cardholders have little understanding of the application of financial IC card micro-payment function; cardholders have a greater demand for financial IC card tariff reduction; financial IC card preferential services for cardholders need to be improved urgently; Through chart analysis and questionnaire analysis, using STP marketing strategy and 4Ps marketing theory, it is concluded that the emphasis of XX bank financial IC card marketing promotion lies in: through accurate market positioning, Make customers fully understand the characteristics of products, and choose differentiated products for customers; through scientific market segmentation, understand the needs of customers have not been met, can get more marketing opportunities, so as to stand in the fierce competition; The target market should be carefully selected, and the market suitable for its own development should be determined on the basis of market segmentation, so as to make it the best fit point for its own resources and customers' needs.
【學(xué)位授予單位】：電子科技大學(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)：1560829