本文選題：差異化營(yíng)銷(xiāo)　切入點(diǎn)：信用卡　出處：《福建農(nóng)林大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：在互聯(lián)網(wǎng)時(shí)代,傳統(tǒng)銀行信用卡的經(jīng)營(yíng)如何搭乘電子支付的發(fā)展快車(chē),分得互聯(lián)網(wǎng)金融市場(chǎng)的一塊蛋糕,并能成功輔助傳統(tǒng)的線(xiàn)下業(yè)務(wù),是當(dāng)前國(guó)內(nèi)信用卡營(yíng)銷(xiāo)研究領(lǐng)域中的熱點(diǎn)話(huà)題。本文以民生銀行為例,提出開(kāi)展基于網(wǎng)絡(luò)的信用卡差異化營(yíng)銷(xiāo),正是幫助傳統(tǒng)銀行獲得網(wǎng)絡(luò)市場(chǎng)生存空間、實(shí)現(xiàn)盈利增長(zhǎng)、完善線(xiàn)上業(yè)務(wù)的關(guān)鍵所在。本文首先對(duì)差異化營(yíng)銷(xiāo)理論、互聯(lián)網(wǎng)金融理論以及信用卡網(wǎng)絡(luò)營(yíng)銷(xiāo)等理論進(jìn)行了分析。其次,分析民生銀行發(fā)展網(wǎng)絡(luò)營(yíng)銷(xiāo)的現(xiàn)狀,對(duì)民生信用卡的發(fā)展歷程做了概述性介紹,對(duì)民生信用卡在網(wǎng)絡(luò)營(yíng)銷(xiāo)時(shí)所面對(duì)的用戶(hù)需求和競(jìng)爭(zhēng)對(duì)手進(jìn)行了剖析,并探討了當(dāng)前存在的問(wèn)題。第三,對(duì)民生信用卡的網(wǎng)絡(luò)營(yíng)銷(xiāo)進(jìn)行了 STP分析,根據(jù)地理區(qū)域、年齡層次、性別、居民收入等要素進(jìn)行市場(chǎng)細(xì)分,選擇了高端客戶(hù)、女性客戶(hù)、年輕客戶(hù)、大眾客戶(hù)和網(wǎng)絡(luò)客戶(hù)等目標(biāo)市場(chǎng),在此基礎(chǔ)上做出科學(xué)的市場(chǎng)定位。最后從網(wǎng)銷(xiāo)產(chǎn)品設(shè)計(jì)、網(wǎng)絡(luò)服務(wù)升級(jí)、網(wǎng)絡(luò)渠道拓展和網(wǎng)絡(luò)品牌建設(shè)幾個(gè)方面對(duì)民生信用卡的網(wǎng)絡(luò)營(yíng)銷(xiāo)進(jìn)行差異化策略設(shè)計(jì)。本文認(rèn)為,鑒于民生信用卡的網(wǎng)絡(luò)營(yíng)銷(xiāo)起步較晚,在產(chǎn)品、服務(wù)、渠道、宣傳、大數(shù)據(jù)處理等方面都存在著多種問(wèn)題,在互聯(lián)網(wǎng)金融市場(chǎng)中處于競(jìng)爭(zhēng)的劣勢(shì),需要進(jìn)行全面的差異化營(yíng)銷(xiāo)設(shè)計(jì)。應(yīng)針對(duì)不同目標(biāo)市場(chǎng)對(duì)產(chǎn)品的外觀(guān)和增值服務(wù)功能進(jìn)行設(shè)計(jì),就基本服務(wù)、增值服務(wù)和網(wǎng)絡(luò)服務(wù)進(jìn)行適應(yīng)網(wǎng)民使用習(xí)慣的調(diào)整,借助互聯(lián)網(wǎng)和移動(dòng)互聯(lián)網(wǎng)進(jìn)行渠道拓展,并以企業(yè)文化為核心,以網(wǎng)絡(luò)文化傳播模式來(lái)加強(qiáng)品牌建設(shè)。本文關(guān)于民生信用卡開(kāi)展網(wǎng)絡(luò)差異化營(yíng)銷(xiāo)的探討,屬于學(xué)術(shù)界的前沿課題,在當(dāng)前國(guó)內(nèi)還較少有人論及,具有一定的創(chuàng)新性。對(duì)傳統(tǒng)銀行信用卡進(jìn)軍網(wǎng)絡(luò)市場(chǎng)提出差異化營(yíng)銷(xiāo)策略,不僅有助于傳統(tǒng)銀行在網(wǎng)絡(luò)金融的激烈競(jìng)爭(zhēng)中站穩(wěn)腳跟,更能增進(jìn)信用卡的盈利能力,同時(shí)還能輔助線(xiàn)下業(yè)務(wù),實(shí)現(xiàn)線(xiàn)上線(xiàn)下雙業(yè)績(jī)?cè)鲩L(zhǎng)的良好發(fā)展態(tài)勢(shì),因此具有重要的實(shí)際運(yùn)用價(jià)值。
[Abstract]:In the age of the Internet, how do traditional bank credit card operations take the development express of electronic payment, get a piece of the cake of the Internet financial market, and successfully assist the traditional offline business? It is a hot topic in the domestic credit card marketing research field. Taking Minsheng Bank as an example, this paper proposes to develop the credit card differentiation marketing based on the network, which is to help the traditional banks to obtain the living space of the network market and realize the profit growth. This paper first analyzes the theory of differentiated marketing, Internet finance theory and credit card network marketing. Secondly, it analyzes the current situation of Minsheng Bank's development of network marketing. This paper gives an overview of the development of people's livelihood credit cards, analyzes the needs of users and competitors in the network marketing of people's livelihood credit cards, and discusses the current problems. This paper analyzes the network marketing of people's livelihood credit card by STP, divides the market according to geographical area, age level, gender, resident income and so on, selects high-end customer, female customer, young customer, etc. On the basis of this, the target markets such as mass customers and network customers are positioned scientifically. Finally, from the point of view of product design and network service upgrading, The network channel expansion and the network brand construction carry on the differentiation strategy design to the people's livelihood credit card network marketing. This article thinks, in view of the people's livelihood credit card network marketing starts relatively late, in the product, the service, the channel, the propaganda, There are many kinds of problems in big data's handling, and they are in a competitive disadvantage in the Internet financial market. It is necessary to carry out a comprehensive differentiated marketing design. The appearance and value-added service function of the products should be designed according to different target markets. For basic services, value-added services and network services to adapt to the use of Internet users habits, with the help of the Internet and mobile Internet channels to expand, with corporate culture as the core, To strengthen the brand construction by the network culture communication mode. This article about people's livelihood credit card carries on the network differentiation marketing, belongs to the academic front topic, in the present domestic still few people discuss, Put forward the differentiation marketing strategy to the traditional bank credit card to enter the network market, not only help the traditional bank to stand firm in the fierce competition of the network finance, but also enhance the profit ability of the credit card. At the same time, it can also assist the offline business and realize the good development trend of both online and offline performance growth, so it has important practical application value.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F274;F832.2

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