本文選題：Y銀行 + 信用卡��； 參考：《江西財經大學》2017年碩士論文

【摘要】：十一屆三中全會的召開,標志著我國正式實施改革開放政策。為充分發(fā)揮社會主義市場經濟體制的優(yōu)勢,激活市場活力,國內金融市場逐步放開,尤其是中國加入WTO后,開放的程度越來越高。金融市場的開放,國內銀行業(yè)面臨著巨大的競爭壓力。作為零售金融市場的主要利潤增長點,信用卡業(yè)務長期以來都是各家銀行力求搶占的制高點,目前已成為信貸消費領域的主要金融工具之一,它包含了存取款、轉賬結算、購物消費等多項功能。另外,信用卡業(yè)務能夠大幅度提高銀行的中間業(yè)務收入,提高盈利水平。隨著社會經濟的不斷發(fā)展以及互聯網信息技術的不斷推廣,人們的生活方式及消費方式發(fā)生了翻天覆地的變化,在消費方式的選擇上,已逐步從以往的紙質貨幣消費向電子貨幣消費轉變,信用卡支付在此過程中發(fā)揮了重要的作用。為此,如何將信用卡業(yè)務做大做強,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銀行作為個案進行實證分析。在我國14家主要信用卡發(fā)卡銀行中,Y銀行信用卡業(yè)務處于后列。因此,選取Y銀行作為個案進行分析具有較強的代表性,本研究能夠為Y銀行信用卡業(yè)務在下一階段的有效營銷提供一定的借鑒。首先,筆者對本研究的背景及意義進行了簡要闡述,同時介紹了目前國內外關于信用卡營銷策略研究的相關成果;其次,從Y銀行信用卡業(yè)務營銷策略的環(huán)境分析入手,通過問卷調查,總結歸納出影響消費者選擇信用卡的相關因素,如服務質量、產品創(chuàng)新、產品價格銀行品牌、優(yōu)惠活動、營銷渠道等;再次,在梳理歸納國外信用卡主要營銷策略的基礎上,詳細闡述了對于Y銀行優(yōu)化信用卡營銷策略的啟示。最后,結合Y銀行實際情況,以4Ps理論為基礎,從產品策略、定價策略、渠道策略、促銷策略四個方面提出了優(yōu)化Y銀行信用卡營銷的建議。
[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.
【學位授予單位】：江西財經大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.2

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本文編號：1946124