本文選題：信用卡 + 交叉營銷��； 參考：《華東師范大學》2014年碩士論文

【摘要】：經(jīng)過十余年的發(fā)展,中國的信用卡市場早己從最初的以增加投資為導向的跑馬圈地階段轉化為維護現(xiàn)有客戶發(fā)展衍生產品和服務的成熟階段。在這一階段,銀行面臨的挑戰(zhàn)和機遇都與以往不同。而與此同時,商業(yè)銀行所面臨的挑戰(zhàn)也異乎尋常,在2013年國家開始了開放民營資本進入銀行業(yè)的步伐。民間資本的流入以及互聯(lián)網(wǎng)金融的繁榮昌盛,都使得傳統(tǒng)的銀行業(yè)在獲客等方面有著比以往更加困難的境地。 對銀行來說,開發(fā)交叉營銷的需求越來越強烈了。而作為商業(yè)銀行股份制銀行代表的興業(yè)也是如此。在30余年的銀行經(jīng)營以及10多年信用卡經(jīng)營之后,已經(jīng)累積了相當規(guī)模的客戶。而再擴張客戶資源,則需要比以往更多的邊際獲客資本,更多的資金人員投入在網(wǎng)點建設,銷售渠道的鋪開,分支行的擴張等等。不失為一種浪費。而興業(yè)已有的是已經(jīng)成規(guī)模的銀行以及信用卡客戶,客戶在銀行的關系仍較弱,通常只有一種或少數(shù)幾種服務和產品,交叉營銷可以使得利用已有資源的基礎上增加效益和利潤,同時節(jié)約了成本。 本文將結合國內外己有交叉銷售理論及行業(yè)應用,分析興業(yè)銀行信用卡交叉營銷現(xiàn)狀,針對現(xiàn)有的薄弱環(huán)節(jié),外在機遇等,從銀行銷售渠道的轉變,經(jīng)營模式的更新等提出優(yōu)化策略和建議。
[Abstract]:After more than a decade of development, the credit card market in China has changed from the initial stage of increasing investment to the mature stage of maintaining existing customers to develop derivative products and services.At this stage, the challenges and opportunities facing banks are different.At the same time, the challenges faced by commercial banks were extraordinary, and in 2013 the country began to open private capital into the banking sector.The inflow of private capital and the prosperity of Internet finance make the traditional banking industry more difficult than ever.For banks, the need for cross-marketing is growing.And as a commercial bank shareholding banks on behalf of Societe Generale is the same.After more than 30 years of banking and more than 10 years of credit card operations, has accumulated a considerable number of customers.And to expand customer resources, we need more marginal capital than ever before, more capital personnel to invest in the construction of network, the spread of sales channels, the expansion of branches and so on.It is a waste.What Societe Generale already has is already a large number of banks and credit card customers, whose relationship with the bank is still weak, usually with only one or a few services and products.Cross-marketing can make use of available resources to increase efficiency and profits, while saving costs.This paper will analyze the current situation of credit card cross marketing in Xingye Bank, aiming at the existing weak links, external opportunities and so on, from the transformation of bank sales channels, combined with the domestic and foreign cross-selling theory and industry application, the paper will analyze the current situation of credit card cross-marketing in Xingye Bank.The update of business model puts forward the optimization strategy and suggestion.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F832.2

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