本文關(guān)鍵詞：上饒“工會龍卡”綜合金融服務(wù)營銷研究　出處：《江西財經(jīng)大學》2016年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 工會龍卡 服務(wù)營銷 優(yōu)化策略

【摘要】：中國經(jīng)濟的高速增長帶動了金融市場蓬勃發(fā)展,金融市場的全球開放引發(fā)了銀行業(yè)競爭的加劇。我國金融產(chǎn)品市場增長速度快,成長空間大,但因發(fā)展周期較短,產(chǎn)品和服務(wù)的同質(zhì)化較為嚴重。因此為了企業(yè)要想在市場中長期保持競爭優(yōu)勢和獲取經(jīng)濟利潤就必須不斷創(chuàng)新出差異化的產(chǎn)品。為適應(yīng)市場的需求,上饒建行與總工會合作推出了“工會龍卡”銀行卡項目。“工會龍卡”的推出帶來了可喜的效果,不僅提高了上饒建行的營業(yè)利潤,其新增顧客的數(shù)量也出現(xiàn)遞增的趨勢。當前,“工會龍卡”已經(jīng)順利推廣向上上饒的金融產(chǎn)品市場,但推廣過程中的營銷策略還存在一定的問題和漏洞,希望通過本文的深入研究與探討總結(jié)相關(guān)問題并提供一定的改進意見。本文將基于服務(wù)營銷理論、STP策略、客戶關(guān)系管理理論和上饒建行銀行卡業(yè)務(wù)SWOT進行分析,首先先從內(nèi)外兩個角度對“工會龍卡”的營銷環(huán)境進行分析,并采用SWOT來剖析“工會龍卡”在同種類卡種競爭者之間存在的競爭優(yōu)勢和劣勢,以及“工會龍卡”面臨的機會與威脅。其次,在現(xiàn)有上饒建行“工會龍卡”的項目的推廣進程中進行研究和分析。然后,在解析建設(shè)銀行的“工會龍卡”現(xiàn)有的服務(wù)營銷策略,探討現(xiàn)有營銷策略存在的問題,最終提出相應(yīng)的優(yōu)化策略。首先在產(chǎn)品策略上,需通過調(diào)研來科學地細分市場,通過市場調(diào)研來準確定位上饒建行“工會龍卡”和目標市場,同時注重核心競爭產(chǎn)品的研發(fā)和相繼更新?lián)Q代,制定出滿足不同顧客群體的差異化策略,突出產(chǎn)品的獨特特色,加強品牌的宣傳推廣,并延伸產(chǎn)品的相關(guān)服務(wù);其次在定價策略上,根據(jù)目標顧客群里的消費特征采用差異化的定價策略。通過加強與上饒市各商家的聯(lián)盟合作來提高商家和銀行的利潤,達到合作共贏的效果;再次在分銷的策略上,除了傳統(tǒng)的柜臺、營銷網(wǎng)店的傳統(tǒng)店面營銷方式外,應(yīng)利用互聯(lián)網(wǎng)進行網(wǎng)絡(luò)營銷,還可以通過微信等活動來拓寬原有的營銷渠道。最后,利用與各商家企業(yè)進行聯(lián)名營銷。多元化的營銷渠道不但可以促進“工會龍卡”的品牌推廣,加強目標群體對“工會龍卡”的認知和了解,而且還有助于“工會龍卡”迅速占領(lǐng)上饒的銀行卡市場;此外在促銷的策略上,建議上饒建行加強“工會龍卡”的品牌推廣,加強“工會龍卡”的廣告宣傳,凸顯其品牌意識,加強與企業(yè)、大客戶之間的互動體驗,提高客戶的忠誠度。
[Abstract]:The rapid economic growth of China has led to the vigorous development of the financial market, and the global opening of the financial market has led to the intensification of competition in the banking sector. China's financial product market has a rapid growth rate and a large space for growth. But because the development cycle is short. The homogeneity of products and services is more serious. Therefore, in order to maintain the competitive advantage in the market for a long time and obtain economic profits, enterprises must constantly innovate differentiated products to meet the needs of the market. Shangrao Construction Bank and the Federation of Trade unions jointly launched the "Union Dragon Card" bank card project. The introduction of "Union Dragon Card" brought gratifying results, not only increased the operating profit of Shangrao Construction Bank. At present, the "Union Dragon Card" has successfully promoted the financial products market in Shangrao, but there are still some problems and loopholes in the marketing strategy. Hope through the in-depth study and discussion of this paper to summarize the relevant issues and provide some suggestions for improvement. This paper will be based on the theory of service marketing STP strategy. Customer relationship management theory and Shangrao Construction Bank Bank card business SWOT analysis, first of all from the internal and external perspective of the "trade union dragon card" marketing environment analysis. SWOT is used to analyze the competitive advantages and disadvantages of "Union Dragon Card" among competitors of the same kind of card species, as well as the opportunities and threats faced by "Union Dragon Card". Secondly. In the existing Shangrao Construction Bank "Union Dragon Card" project promotion process of research and analysis. Then, in the analysis of the construction bank's "Union Dragon Card" existing service marketing strategy. This paper discusses the problems existing in the existing marketing strategy, and finally puts forward the corresponding optimization strategy. First of all, in the product strategy, we need to scientifically segment the market through research. Through market research to accurately locate the Shangrao Construction Bank "Union Dragon Card" and the target market, at the same time pay attention to the development of core competitive products and successive upgrading, and formulate a differentiated strategy to meet different customer groups. Highlight the unique characteristics of the product, strengthen the promotion of the brand, and extend the product related services; Secondly, in the pricing strategy, according to the consumption characteristics of the target customer group, we adopt the differentiated pricing strategy. By strengthening the alliance with the merchants in Shangrao City, we can improve the profits of the merchants and banks. To achieve win-win results of cooperation; Again in the distribution strategy, in addition to the traditional counter, marketing online store of the traditional store marketing methods, should use the Internet to carry out network marketing, but also through WeChat and other activities to broaden the original marketing channels. Finally. The use of joint marketing with various business enterprises and diversified marketing channels can not only promote the brand promotion of "trade union dragon card", but also strengthen the target group's cognition and understanding of "trade union dragon card". And also help the "union dragon card" to quickly occupy the bank card market in Shangrao; In addition, in the strategy of promotion, it is suggested that Shangrao Construction Bank strengthen the brand promotion of "Union Dragon Card", strengthen the advertising of "Union Dragon Card", highlight its brand awareness, and strengthen the interactive experience with enterprises and major customers. Improve customer loyalty.
【學位授予單位】：江西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F832.2

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