本文選題：Y銀行 + 信用卡�。� 參考：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：十一屆三中全會(huì)的召開(kāi),標(biāo)志著我國(guó)正式實(shí)施改革開(kāi)放政策。為充分發(fā)揮社會(huì)主義市場(chǎng)經(jīng)濟(jì)體制的優(yōu)勢(shì),激活市場(chǎng)活力,國(guó)內(nèi)金融市場(chǎng)逐步放開(kāi),尤其是中國(guó)加入WTO后,開(kāi)放的程度越來(lái)越高。金融市場(chǎng)的開(kāi)放,國(guó)內(nèi)銀行業(yè)面臨著巨大的競(jìng)爭(zhēng)壓力。作為零售金融市場(chǎng)的主要利潤(rùn)增長(zhǎng)點(diǎn),信用卡業(yè)務(wù)長(zhǎng)期以來(lái)都是各家銀行力求搶占的制高點(diǎn),目前已成為信貸消費(fèi)領(lǐng)域的主要金融工具之一,它包含了存取款、轉(zhuǎn)賬結(jié)算、購(gòu)物消費(fèi)等多項(xiàng)功能。另外,信用卡業(yè)務(wù)能夠大幅度提高銀行的中間業(yè)務(wù)收入,提高盈利水平。隨著社會(huì)經(jīng)濟(jì)的不斷發(fā)展以及互聯(lián)網(wǎng)信息技術(shù)的不斷推廣,人們的生活方式及消費(fèi)方式發(fā)生了翻天覆地的變化,在消費(fèi)方式的選擇上,已逐步從以往的紙質(zhì)貨幣消費(fèi)向電子貨幣消費(fèi)轉(zhuǎn)變,信用卡支付在此過(guò)程中發(fā)揮了重要的作用。為此,如何將信用卡業(yè)務(wù)做大做強(qiáng),是各商業(yè)銀行共同研究的重要課題之一。在本研究中,筆者選取了Y銀行作為個(gè)案進(jìn)行實(shí)證分析。在我國(guó)14家主要信用卡發(fā)卡銀行中,Y銀行信用卡業(yè)務(wù)處于后列。因此,選取Y銀行作為個(gè)案進(jìn)行分析具有較強(qiáng)的代表性,本研究能夠?yàn)閅銀行信用卡業(yè)務(wù)在下一階段的有效營(yíng)銷提供一定的借鑒。首先,筆者對(duì)本研究的背景及意義進(jìn)行了簡(jiǎn)要闡述,同時(shí)介紹了目前國(guó)內(nèi)外關(guān)于信用卡營(yíng)銷策略研究的相關(guān)成果;其次,從Y銀行信用卡業(yè)務(wù)營(yíng)銷策略的環(huán)境分析入手,通過(guò)問(wèn)卷調(diào)查,總結(jié)歸納出影響消費(fèi)者選擇信用卡的相關(guān)因素,如服務(wù)質(zhì)量、產(chǎn)品創(chuàng)新、產(chǎn)品價(jià)格銀行品牌、優(yōu)惠活動(dòng)、營(yíng)銷渠道等;再次,在梳理歸納國(guó)外信用卡主要營(yíng)銷策略的基礎(chǔ)上,詳細(xì)闡述了對(duì)于Y銀行優(yōu)化信用卡營(yíng)銷策略的啟示。最后,結(jié)合Y銀行實(shí)際情況,以4Ps理論為基礎(chǔ),從產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略四個(gè)方面提出了優(yōu)化Y銀行信用卡營(yíng)銷的建議。
[Abstract]:The convening of the third Plenary session of the Eleventh Central Committee marks the formal implementation of the reform and opening policy in China. In order to give full play to the advantages of the socialist market economic system and activate the market vitality, the domestic financial market gradually opens up, especially after China's entry into WTO, the degree of opening up is becoming higher and higher. With the opening of the financial market, the domestic banking industry is facing great competitive pressure. As the main profit growth point in the retail financial market, credit card business has long been the commanding point that banks strive to seize. At present, it has become one of the main financial instruments in the field of credit consumption. It includes deposits and withdrawals, transfer and settlement. Shopping and other functions. In addition, credit card business can greatly improve the bank's intermediate business income, improve the level of profitability. With the development of social economy and the promotion of Internet information technology, people's way of life and consumption have changed dramatically. It has gradually changed from paper money consumption to electronic money consumption, and credit card payment has played an important role in this process. Therefore, how to make the credit card business bigger and stronger is one of the important research topics for commercial banks. In this study, I selected Y Bank as a case for empirical analysis. In China, 14 major credit card issuing banks in the bank credit card business in the last row. Therefore, the selection of Y Bank as a case analysis has a strong representative, this study can provide a certain reference for Y Bank credit card business in the next stage of effective marketing. First of all, the author briefly describes the background and significance of this study, at the same time introduces the current domestic and foreign credit card marketing strategy research results; secondly, from the Y bank credit card business marketing strategy environment analysis, Through the questionnaire survey, summed up the impact of consumer credit card selection related factors, such as service quality, product innovation, product price bank brand, preferential activities, marketing channels; third, On the basis of combing and summing up the main marketing strategies of foreign credit cards, this paper expounds in detail the enlightenment to Y Bank's optimization of credit card marketing strategies. Finally, according to the actual situation of Y Bank, based on 4Ps theory, this paper puts forward some suggestions on how to optimize Y Bank's credit card marketing from four aspects: product strategy, pricing strategy, channel strategy and promotion strategy.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.2

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本文編號(hào)：1946124