發(fā)布時間：2018-10-16 09:05

【摘要】：A銀行位于陽江市區(qū),經(jīng)歷30多年的發(fā)展,信用卡的產(chǎn)品種類和功能已經(jīng)非常完善,能滿足不同客戶群國內(nèi)外的支付需求。目前,信用卡市場具有信用卡規(guī)模激增,新的交易手段開始衍生,同行競爭激烈,互聯(lián)網(wǎng)消費(fèi)金融的巨大沖擊等四大特點(diǎn),陽江A銀行信用卡中心需要在新形勢下開展符合形勢的營銷策略。本文整理了關(guān)于營銷策略的學(xué)術(shù)研究理論,主要是顧客價值理論,關(guān)系營銷理論,STP戰(zhàn)略,4Ps理論,4Cs營銷理論,SWOT理論。國外關(guān)于信用卡營銷策略的研究成果可以歸納為:信用卡營銷主要從客戶關(guān)系、品牌、與其他機(jī)構(gòu)協(xié)同等方面開展,信用卡產(chǎn)品本身的影響對營銷效果影響不大。在國內(nèi)的研究綜述中,信用卡營銷策略的研究包括基于全國銀行信用卡現(xiàn)狀研究信用卡營銷策略,基于STP視角的營銷策略研究,基于具體銀行信用卡支行案例的營銷策略研究和基于互聯(lián)網(wǎng)沖擊的研究。陽江A銀行具有品牌形象良好、定價機(jī)制靈活、品種齊全覆蓋廣泛、組織結(jié)構(gòu)體系完善四大優(yōu)勢;面臨傳統(tǒng)刷卡手續(xù)費(fèi)收入增長不利、目標(biāo)群體不明確、服務(wù)創(chuàng)新不足、行業(yè)營銷資源利用不充分四大劣勢;具有擴(kuò)大內(nèi)需政策刺激消費(fèi)、超前消費(fèi)理念盛行、大數(shù)據(jù)和個人征信系統(tǒng)完善三大機(jī)會;面臨經(jīng)濟(jì)增速下降增加信用風(fēng)險、信用卡利潤空間受擠壓、新興支付手段的沖擊三大威脅。經(jīng)過對內(nèi)部數(shù)據(jù)分析和調(diào)研,陽江A銀行的目標(biāo)市場選擇23-50歲之間的高收入城區(qū)客戶。本文依據(jù)4P理論提出改進(jìn)策略:改進(jìn)產(chǎn)品策略、提高服務(wù)質(zhì)量、塑造產(chǎn)品形象三大措施;定價策略使用“價格歧視”策略包括優(yōu)質(zhì)客戶的定價策略、一般工薪客戶的定價策略、自雇類客戶的定價策略;渠道策略上采用開發(fā)線上渠道和特定客戶直銷策略;促銷策略方面包括員工內(nèi)部促銷策略、利用互聯(lián)網(wǎng)科技優(yōu)化客戶體驗(yàn)、廣告策略、聯(lián)合商家開展促銷活動、提升增值服務(wù)。
[Abstract]:Bank A is located in Yangjiang city, after more than 30 years of development, credit card products and functions have been very perfect, can meet the payment needs of different customer groups at home and abroad. At present, the credit card market is characterized by a surge in the scale of credit cards, the emergence of new trading methods, fierce competition among peers, and a huge impact on Internet consumer finance. Yangjiang A Bank credit card center needs to carry out marketing strategies in line with the situation under the new situation. This paper summarizes the academic research theories on marketing strategy, including customer value theory, relationship marketing theory, STP strategy, 4Ps theory, 4Cs marketing theory and SWOT theory. Foreign research on credit card marketing strategy can be summarized as: credit card marketing mainly from customer relationship, brand, and other organizations to cooperate, the impact of credit card products have little impact on the marketing effect. In the domestic research summary, the research of credit card marketing strategy includes credit card marketing strategy based on credit card status of national bank, and marketing strategy research based on STP perspective. Marketing strategy research based on specific bank credit card branch case and research based on Internet impact. Yangjiang A Bank has four advantages, such as good brand image, flexible pricing mechanism, wide variety coverage, perfect organizational structure system, unfavorable growth of traditional credit card handling fee income, unclear target group and insufficient service innovation. There are four major disadvantages of insufficient utilization of marketing resources in the industry; there are three major opportunities: expanding domestic demand policy to stimulate consumption, the idea of leading consumption to prevail, big data and personal credit information system to be perfected; facing the decline of economic growth rate and increasing credit risk, Credit card profit space is squeezed, the impact of emerging means of payment three major threats. Through internal data analysis and research, Yangjiang A Bank's target market selects 23-50 year-old high income urban customers. According to 4P theory, this paper puts forward three measures: improving product strategy, improving service quality and shaping product image; pricing strategy using "price discrimination" includes high quality customer pricing strategy, general wage customer pricing strategy, Self-employed customer pricing strategy; channel strategy to develop online channels and specific customer direct marketing strategy; promotional strategies include staff internal promotion strategy, using Internet technology to optimize customer experience, advertising strategy, Joint merchants to carry out promotional activities to enhance value-added services.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2

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