【摘要】：中國銀行是中國最早開展信用卡業(yè)務(wù)的國有大型商業(yè)銀行，早在1979年，中國銀行廣東省分行就涉足信用卡業(yè)務(wù)，1985年發(fā)行中國第一張信用卡以來，已經(jīng)走過了三十多年的時(shí)光，在中國信用卡的發(fā)展歷史上寫下了濃墨重彩的一筆。隨著我國經(jīng)濟(jì)的不斷發(fā)展，，居民生活水平得到了顯著的提高，居民消費(fèi)理念的更加現(xiàn)代化，這些因素都促進(jìn)了信用卡業(yè)務(wù)在當(dāng)前的中國出現(xiàn)了爆炸式的發(fā)展。各大商業(yè)銀行紛紛參與到信用卡業(yè)務(wù)的競爭中來，而中國銀行作為中國最早的信用卡發(fā)卡行，并沒有將信用卡市場的這種先發(fā)優(yōu)勢轉(zhuǎn)化為勝勢，其市場地位逐漸被工商銀行、招商銀行、建設(shè)銀行等商業(yè)銀行所超越，特別是外資銀行和股份商業(yè)銀行在信用卡市場的大力投入，都讓中國銀行在信用卡市場競爭中感受到了壓力。吉林省分行作為中國銀行在吉林省地區(qū)的金融產(chǎn)品的運(yùn)營和管理機(jī)構(gòu)，在吉林地區(qū)的信用卡營銷實(shí)踐中同樣感受明顯，在信用卡的日常營銷中，也遇到了諸如，品牌概念模糊、人員素質(zhì)水平不足、營銷手段單一等營銷問題，故而思考和解決這些問題成為本文研究的重點(diǎn)。 本文分為五個(gè)部分，第一部分是緒論部分，在梳理本文的研究背景的前提下，提出本文的研究問題，并規(guī)劃了研究的層次和分析了本研究問題的解決能夠?yàn)橹袊y行吉林省分行的信用卡業(yè)務(wù)提供哪些理論意義和實(shí)踐意義。第二部分對(duì)于中國銀行吉林省分行的經(jīng)營現(xiàn)狀和信用卡業(yè)務(wù)的發(fā)展情況進(jìn)行回顧，找到目前信用卡業(yè)務(wù)存在的突出問題。第三部分是采用PEST、SWOT分析等方法，對(duì)吉林省分行信用卡業(yè)務(wù)的宏觀、微觀及自身情況進(jìn)行分析，找出自身的優(yōu)勢、劣勢、機(jī)會(huì)和威脅，提出了中國銀行信用卡營銷所要達(dá)到的具體的目的。第四部分，針對(duì)信用卡營銷的目的，采用STP分析方法，進(jìn)行市場細(xì)分，選擇目標(biāo)市場，最終確定中國銀行吉林省分行信用卡業(yè)務(wù)的市場定位——吉林省外向型信用卡業(yè)務(wù)的培育者和領(lǐng)導(dǎo)者。第五部分是圍繞這一定位，提出具體的營銷策略，如信用卡產(chǎn)品策略、客戶維護(hù)策略、信用卡促銷策略和信用卡渠道策略，最后根據(jù)這些策略，提出在人員、流程、技術(shù)和績效考核等方面的保障措施。 本文在創(chuàng)新點(diǎn)上具有如下幾個(gè)方面：首先對(duì)吉林省信用卡市場進(jìn)行環(huán)境分析，提出了適應(yīng)目前市場環(huán)境的中國銀行信用卡營銷策略。其次，建立了中國銀行吉林省分行的市場定位——即吉林省外向型信用卡業(yè)務(wù)的培育者和領(lǐng)導(dǎo)者。捋清了信用卡市場競爭中，吉林省分行應(yīng)采取的措施，對(duì)于中國銀行吉林省分行信用卡業(yè)務(wù)營銷活動(dòng)的開展具有極強(qiáng)的參考和借鑒價(jià)值。
[Abstract]:The Bank of China is the first large state-owned commercial bank to carry out credit card business in China. As early as 1979, the Guangdong Branch of the Bank of China was involved in the credit card business. Since the issuance of China's first credit card in 1985, it has gone through more than 30 years. In the history of the development of China's credit card has written a heavy ink. With the continuous development of China's economy, the living standards of residents have been significantly improved, and the concept of residents' consumption has been more modern. These factors have promoted the explosive development of credit card business in China. The major commercial banks have participated in the competition of credit card business, and the Bank of China, as the earliest credit card issuer in China, has not transformed this first advantage of the credit card market into victory, and its market position has been gradually adopted by Industrial and Commercial Bank of China. China Merchants Bank, Construction Bank and other commercial banks, especially foreign banks and shareholding commercial banks in the credit card market, have made the Bank of China feel the pressure in the credit card market competition. Jilin Branch, as the operation and management organization of the financial products of the Bank of China in Jilin Province, also feels obvious in the practice of credit card marketing in Jilin area. In the daily marketing of credit cards, it also encounters such as the vague concept of brand. The level of personnel quality is insufficient, marketing means are single and other marketing problems, so thinking and solving these problems has become the focus of this paper. This paper is divided into five parts, the first part is the introduction part, on the premise of combing the research background of this paper, put forward the research problems of this paper. It also plans the level of the study and analyzes what theoretical and practical significance the solution of this study can provide for the credit card business of Bank of China Jilin Branch. The second part reviews the current situation of Bank of China Jilin Branch and the development of credit card business, and finds out the outstanding problems existing in credit card business at present. The third part is to use PEST,SWOT analysis and other methods to analyze the macro, micro and own situation of credit card business of Jilin Branch, and find out its own advantages, disadvantages, opportunities and threats. Put forward the bank of China credit card marketing to achieve the specific purpose. The fourth part, aiming at the purpose of credit card marketing, adopts STP analysis method to segment the market and select the target market. Finally, the market orientation of credit card business of Bank of China Jilin Branch is determined, which is the incubator and leader of export-oriented credit card business in Jilin Province. The fifth part is around this position, puts forward the specific marketing strategy, such as the credit card product strategy, the customer maintenance strategy, the credit card promotion strategy and the credit card channel strategy, finally, according to these strategies, proposes the personnel, the process, Technical and performance evaluation and other aspects of safeguards. This paper has the following aspects in terms of innovation: firstly, the environment of credit card market in Jilin Province is analyzed, and the marketing strategy of Bank of China credit card adapted to the current market environment is put forward. Secondly, the market orientation of the Jilin Branch of the Bank of China is established, that is, the educator and leader of the export-oriented credit card business in Jilin Province. This paper clarifies the measures that Jilin Branch should take in the competition of credit card market, which has a strong reference and reference value for the development of credit card business marketing activities of Bank of China Jilin Branch.
【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;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 周瓊,莊毓敏;中國銀行卡產(chǎn)業(yè)的市場結(jié)構(gòu)與價(jià)格行為研究[J];當(dāng)代經(jīng)濟(jì)科學(xué);2005年04期

2 馬騰;新巴塞爾資本協(xié)議視角下的信用卡業(yè)務(wù)[J];金融研究;2005年07期

3 王數(shù);;金融危機(jī)后浦發(fā)銀行發(fā)展前景的SWOT分析[J];商場現(xiàn)代化;2010年22期

4 胥莉,陳宏民;中國銀行卡組織運(yùn)作模式的福利分析[J];世界經(jīng)濟(jì);2005年06期

5 陳熠;項(xiàng)瑩;;銀行信用卡營銷問題研究——以中國銀行為例[J];時(shí)代金融;2013年29期

相關(guān)博士學(xué)位論文 前1條

1 沈麗;中國信用卡競爭的品牌經(jīng)濟(jì)研究[D];山東大學(xué);2008年

本文編號(hào)：2474331