發(fā)布時間：2018-07-05 00:38

  本文選題：商業(yè)銀行 + 信用卡　； 參考：《河北經(jīng)貿(mào)大學(xué)》2014年碩士論文

【摘要】：作為銀行零售業(yè)務(wù)的核心，信用卡業(yè)務(wù)已成為我國商業(yè)銀行含金量較高的個人零售業(yè)務(wù)，各大商業(yè)銀行都在不斷地擴大自己在信用卡市場上的市場份額，使其信用卡的市場營銷得到了較快的發(fā)展。消費者對信用卡品牌的信任感，始于點點滴滴的積累。由于信用卡是銀行的無形服務(wù)最佳的表現(xiàn)形式，，同時也代表著商業(yè)銀行的品牌影響力和服務(wù)水平，各大商業(yè)銀行不惜一切代價來爭奪這潛力巨大的信用卡市場。信用卡營銷必將成為中國銀行業(yè)高速發(fā)展的強勁動力。因此，我國商業(yè)銀行如何能夠有效地、長期地?fù)碛邢M客戶群體，是一個值得深入研究的課題。 本文首先梳理了信用卡市場營銷的相關(guān)理論和文獻綜述；其次，從我國商業(yè)銀行信用卡市場發(fā)展現(xiàn)狀出發(fā)，分析我國信用卡市場發(fā)展的現(xiàn)狀，并從價格、促銷、品牌宣傳、市場細分、服務(wù)、營銷渠道策略六個方面剖析了我國信用卡實際營銷過程中存在的問題；再次，介紹了國際知名金融機構(gòu)信用卡營銷的經(jīng)驗與可借鑒之處；最后，對我國商業(yè)銀行信用卡營銷提出了對策建議。希望本文的研究能對我國商業(yè)銀行提高信用卡消費群體的用卡率，改善信用卡用卡環(huán)境，樹立商業(yè)銀行自己獨特的品牌，提高國際競爭力有所幫助。
[Abstract]:As the core of bank retail business, credit card business has become the individual retail business with high gold content in commercial banks in China. Each major commercial bank is constantly expanding its market share in the credit card market. So that its credit card marketing has been rapid development. Consumer credit card brand trust, starting from the accumulation of bit by bit. As credit card is the best form of invisible service for banks, it also represents the brand influence and service level of commercial banks, so commercial banks compete for the credit card market with huge potential at all costs. Credit card marketing is bound to become a strong driving force for the rapid development of China's banking industry. Therefore, how the commercial banks of our country can effectively and for a long time have consumer customers is a subject worthy of further study. This article first combs the credit card marketing related theory and the literature review; secondly, from our country commercial bank credit card market development present situation, analyzes our country credit card market development present situation, and from the price, the promotion, the brand propaganda, Market segmentation, service, marketing channel strategy six aspects of the analysis of China's credit card in the actual marketing process of the problems; again, introduced the international well-known financial institutions credit card marketing experience and can be used for reference; finally, This paper puts forward some countermeasures and suggestions to the credit card marketing of commercial banks in our country. It is hoped that the research in this paper can help the commercial banks to improve the credit card consumption rate, improve the credit card environment, set up their own unique brand, and improve the international competitiveness.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2

【引證文獻】

相關(guān)碩士學(xué)位論文 前4條

1 韋東升;信用卡業(yè)務(wù)營銷策略與發(fā)展戰(zhàn)略分析[D];浙江工業(yè)大學(xué);2015年

2 黃雪嬌;信用卡服務(wù)質(zhì)量容忍區(qū)域的實證研究[D];西南交通大學(xué);2015年

3 周墨;建行長春一汽支行信用卡業(yè)務(wù)營銷策略研究[D];吉林大學(xué);2015年

4 楊瑩;中國銀聯(lián)寧夏分公司銀聯(lián)卡營銷策略研究[D];寧夏大學(xué);2015年

本文編號：2098153