GF銀行昆明信用卡營(yíng)銷策略研究
發(fā)布時(shí)間：2019-05-14 01:40
【摘要】：很長(zhǎng)時(shí)間以來(lái),國(guó)內(nèi)商業(yè)銀行以傳統(tǒng)業(yè)務(wù)為主,主要利潤(rùn)來(lái)源為存款、貸款利差,對(duì)于中間業(yè)務(wù)的重視和發(fā)展都未放到重要的地位。然而,我國(guó)加入WTO,外資銀行數(shù)量不斷增加,加之我國(guó)不斷深入的金融改革,導(dǎo)致傳統(tǒng)業(yè)務(wù)利潤(rùn)壓縮和傳統(tǒng)業(yè)務(wù)經(jīng)營(yíng)風(fēng)險(xiǎn)加大,大力發(fā)展中間業(yè)務(wù)對(duì)國(guó)內(nèi)商業(yè)銀行來(lái)說(shuō)就顯得尤為關(guān)鍵。中間業(yè)務(wù)相比于傳統(tǒng)業(yè)務(wù)不但成本低,而且經(jīng)營(yíng)風(fēng)險(xiǎn)較小,收益還比傳統(tǒng)業(yè)務(wù)高,創(chuàng)新潛力大,同時(shí)對(duì)于拓寬利潤(rùn)渠道,分散規(guī)避風(fēng)險(xiǎn)都有著不可輕視的作用。近些年來(lái),國(guó)內(nèi)各商業(yè)銀行業(yè)務(wù)范疇與規(guī)模逐步增大,中間業(yè)務(wù)類型也越加豐富。然而,國(guó)內(nèi)中間業(yè)務(wù)無(wú)論是在收入結(jié)構(gòu)上還是在盈利能力上與國(guó)外的商業(yè)銀行相比仍然存在很大差距。不論是風(fēng)險(xiǎn)角度還是從盈利角度考慮,國(guó)內(nèi)商業(yè)銀行積極發(fā)展這一業(yè)務(wù)成為必然趨勢(shì)。在眾多中間業(yè)務(wù)的種類中,各家銀行都很重視信用卡業(yè)務(wù),為此很多銀行專門成立了信用卡營(yíng)銷團(tuán)隊(duì);因此,掌握中間業(yè)務(wù)的相關(guān)知識(shí),研究如何發(fā)展中間業(yè)務(wù),如何制定符合國(guó)內(nèi)金融機(jī)構(gòu)發(fā)展實(shí)際的中間業(yè)務(wù)營(yíng)銷策略,成為了國(guó)內(nèi)金融學(xué)者研究的課題之一。國(guó)內(nèi)外銀行競(jìng)爭(zhēng)日益激烈,國(guó)內(nèi)銀行傳統(tǒng)業(yè)務(wù)利潤(rùn)收窄,中國(guó)的銀行業(yè)面臨著越來(lái)越嚴(yán)峻的考驗(yàn)。而眾多銀行金融機(jī)構(gòu)在搶占零售業(yè)務(wù)之初,就是信用卡市場(chǎng)的角逐。如何加強(qiáng)中間業(yè)務(wù)的營(yíng)銷,提高利潤(rùn)率,從信用卡業(yè)務(wù)角度出發(fā),研究信用卡市場(chǎng)現(xiàn)狀,結(jié)合國(guó)內(nèi)外優(yōu)秀案例,探討出行之有效的營(yíng)銷策略,是GF行亟需解決的問(wèn)題。本研究是以企業(yè)市場(chǎng)營(yíng)銷管理的視野為基礎(chǔ),沿著企業(yè)市場(chǎng)營(yíng)銷管理的邏輯而展開(kāi)的。論文首先界定了銀行中間業(yè)務(wù)的內(nèi)涵、分類及其特點(diǎn),介紹了銀行信用卡的概念、作用,介紹了 GF銀行信用卡業(yè)務(wù)發(fā)展的情況;梳理了企業(yè)市場(chǎng)營(yíng)銷策略的相關(guān)理論,包括企業(yè)市場(chǎng)營(yíng)銷環(huán)境的分析方法,企業(yè)目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略(STP)的相關(guān)內(nèi)容,企業(yè)市場(chǎng)營(yíng)銷策略的基本內(nèi)涵;同時(shí),分析了國(guó)內(nèi)信用卡市場(chǎng)和業(yè)務(wù)的基本概況,介紹了信用卡業(yè)務(wù)發(fā)達(dá)國(guó)家和地區(qū)(如美國(guó)、臺(tái)灣和香港等地)的一些先進(jìn)營(yíng)銷經(jīng)驗(yàn);并重點(diǎn)闡述了 GF銀行昆明分行現(xiàn)階段信用卡業(yè)務(wù)的實(shí)施情況和存在的問(wèn)題。論文遵循企業(yè)市場(chǎng)營(yíng)銷管理的范式,詳細(xì)分析了 GF銀行昆明分行信用卡業(yè)務(wù)營(yíng)銷環(huán)境的性質(zhì),以企業(yè)目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略S.T.P.過(guò)程理論,討論了 GF銀行昆明分行現(xiàn)階段信用卡業(yè)務(wù)的市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇、市場(chǎng)定位三個(gè)開(kāi)展市場(chǎng)營(yíng)銷活動(dòng)的關(guān)鍵問(wèn)題。并以企業(yè)市場(chǎng)營(yíng)銷組合策略理論為指導(dǎo),提出了GF銀行昆明分行信用卡業(yè)務(wù)的營(yíng)銷策略。
[Abstract]:For a long time, domestic commercial banks have been dominated by traditional business, the main source of profit is deposits, loan spreads, and the importance and development of intermediate business has not been put in an important position. However, the increasing number of foreign banks after China's entry into WTO, coupled with the deepening financial reform in China, has led to the reduction of traditional business profits and the increase of traditional business risks. Vigorously develop intermediate business for domestic commercial banks is particularly critical. Compared with the traditional business, the intermediate business not only has low cost, but also has small operating risk, higher income and greater innovation potential than the traditional business. At the same time, it plays an important role in widening profit channels and dispersing risk aversion. In recent years, the business category and scale of domestic commercial banks have gradually increased, and the types of intermediate business have become more and more abundant. However, there is still a big gap between domestic intermediate business and foreign commercial banks in terms of income structure and profitability. Whether from the point of view of risk or from the point of view of profit, it is an inevitable trend for domestic commercial banks to actively develop this business. Among the many kinds of intermediate business, each bank attaches great importance to credit card business, so many banks have set up credit card marketing team. Therefore, mastering the relevant knowledge of intermediate business, studying how to develop intermediate business, how to formulate the marketing strategy of intermediate business in line with the actual development of domestic financial institutions, has become one of the research topics of domestic financial scholars. The competition between domestic and foreign banks is becoming more and more fierce, the traditional business profits of domestic banks are narrowed, and China's banking industry is facing more and more severe tests. And many banking and financial institutions in the beginning of the retail business, is the credit card market competition. How to strengthen the marketing of intermediate business and improve the profit margin, from the point of view of credit card business, to study the present situation of credit card market, combined with excellent cases at home and abroad, to explore effective marketing strategy, is an urgent problem to be solved by GF bank. This study is based on the vision of enterprise marketing management, along with the logic of enterprise marketing management. Firstly, the paper defines the connotation, classification and characteristics of bank intermediate business, introduces the concept and function of bank credit card, and introduces the development of GF bank credit card business. This paper combs the related theories of enterprise marketing strategy, including the analysis method of enterprise marketing environment, the related content of enterprise target marketing strategy (STP), and the basic connotation of enterprise marketing strategy. At the same time, this paper analyzes the basic situation of domestic credit card market and business, and introduces some advanced marketing experiences of developed countries and regions (such as the United States, Taiwan and Hong Kong). This paper also focuses on the implementation and existing problems of credit card business in Kunming Branch of GF Bank at this stage. Following the paradigm of enterprise marketing management, this paper analyzes in detail the nature of credit card business marketing environment of Kunming Branch of GF Bank, and takes the enterprise target marketing strategy S.T. The process theory discusses the market segmentation, target market selection and market positioning of credit card business in Kunming Branch of GF Bank at the present stage. Under the guidance of the theory of enterprise marketing combination strategy, the marketing strategy of credit card business of Kunming Branch of GF Bank is put forward.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.2
本文編號(hào)：2476342
[Abstract]:For a long time, domestic commercial banks have been dominated by traditional business, the main source of profit is deposits, loan spreads, and the importance and development of intermediate business has not been put in an important position. However, the increasing number of foreign banks after China's entry into WTO, coupled with the deepening financial reform in China, has led to the reduction of traditional business profits and the increase of traditional business risks. Vigorously develop intermediate business for domestic commercial banks is particularly critical. Compared with the traditional business, the intermediate business not only has low cost, but also has small operating risk, higher income and greater innovation potential than the traditional business. At the same time, it plays an important role in widening profit channels and dispersing risk aversion. In recent years, the business category and scale of domestic commercial banks have gradually increased, and the types of intermediate business have become more and more abundant. However, there is still a big gap between domestic intermediate business and foreign commercial banks in terms of income structure and profitability. Whether from the point of view of risk or from the point of view of profit, it is an inevitable trend for domestic commercial banks to actively develop this business. Among the many kinds of intermediate business, each bank attaches great importance to credit card business, so many banks have set up credit card marketing team. Therefore, mastering the relevant knowledge of intermediate business, studying how to develop intermediate business, how to formulate the marketing strategy of intermediate business in line with the actual development of domestic financial institutions, has become one of the research topics of domestic financial scholars. The competition between domestic and foreign banks is becoming more and more fierce, the traditional business profits of domestic banks are narrowed, and China's banking industry is facing more and more severe tests. And many banking and financial institutions in the beginning of the retail business, is the credit card market competition. How to strengthen the marketing of intermediate business and improve the profit margin, from the point of view of credit card business, to study the present situation of credit card market, combined with excellent cases at home and abroad, to explore effective marketing strategy, is an urgent problem to be solved by GF bank. This study is based on the vision of enterprise marketing management, along with the logic of enterprise marketing management. Firstly, the paper defines the connotation, classification and characteristics of bank intermediate business, introduces the concept and function of bank credit card, and introduces the development of GF bank credit card business. This paper combs the related theories of enterprise marketing strategy, including the analysis method of enterprise marketing environment, the related content of enterprise target marketing strategy (STP), and the basic connotation of enterprise marketing strategy. At the same time, this paper analyzes the basic situation of domestic credit card market and business, and introduces some advanced marketing experiences of developed countries and regions (such as the United States, Taiwan and Hong Kong). This paper also focuses on the implementation and existing problems of credit card business in Kunming Branch of GF Bank at this stage. Following the paradigm of enterprise marketing management, this paper analyzes in detail the nature of credit card business marketing environment of Kunming Branch of GF Bank, and takes the enterprise target marketing strategy S.T. The process theory discusses the market segmentation, target market selection and market positioning of credit card business in Kunming Branch of GF Bank at the present stage. Under the guidance of the theory of enterprise marketing combination strategy, the marketing strategy of credit card business of Kunming Branch of GF Bank is put forward.
【學(xué)位授予單位】：昆明理工大學(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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