中国建设银行吉林省分行信用卡营销策略的改进研究

发布时间：2017-12-30 19:34

本文关键词：中国建设银行吉林省分行信用卡营销策略的改进研究　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展，人们对物质文化生活的需求层次也越来越高，与此同时人们的消费观念和消费模式也在逐步发生变化，传统的消费观念开始逐渐退居次要位置，但如住房按揭贷款、汽车消费信贷、个人消费信贷等这种与传统消费模式截然不同的“寅吃卯粮”式的消费观念开始深入到人们的生活中。信用卡作为这种新消费模式的主要载体开始引起银行业的普遍关注。在激烈的市场竞争中，如何有效的提升信用卡营销策略成为银行获取竞争优势、提高市场占有率和竞争力、获取更多利润的关键。经济的迅猛发展使得金融创新产品在市场竞争中发挥着越来越多的优势。目前多家银行纷纷增加了信用卡业务，努力开发各种具有不同功能的信用卡产品，虽然在经济绩效方面与传统条件下相比得到了一定提升，但由于在营销环节存在诸多问题，使得多数银行信用卡业务目标并未完全实现。营销策略是企业实现经营目标的关键，从当前我国银行业信用卡业务建设的诸多问题来看，对于中国建设银行吉林省分行来说，如何有效的提升信用卡业务的营销策略是信用卡业务目标成功实现的关键。本文以营销管理理论为理论根基，以中国建设银行吉林省分行信用卡业务为研究对象，以国外金融行业信用卡业务成功的营销经验为借鉴，在对中国建设银行吉林省分行信用卡业务营销策略存在的问题以及原因分析的基础上，提出了中国建设银行吉林省分行信用卡业务营销策略的改进措施。本文主要由六部分组成：第1部分，首先简述了本研究的背景；其次概述了对中国建设银行吉林省分行信用卡业务营销策略改进研究的目的和意义；最后简述了本研究的主要内容。第2部分，首先对我国商业银行信用卡业务的发展历程与存在的问题进行分析，在此基础上对中国建设银行的信用卡业务和吉林省分行信用卡业务的发展历程和经营模式进行了分析，最后又对吉林省其他商业银行的信用卡经营模式进行分析，以便明晰信用卡市场中存在的机会与威胁，也为中国银行吉林省分行信用卡业务营销策略的改进提供借鉴和指导。第3部分，详细分析了中国建设银行吉林省分行信用卡业务营销策略中存在的问题，，并对这些问题产生的原因进行了深层次的分析，为下文有针对性的制定改进措施做好坚实的基础。第4部分，在前文分析的基础上，本部分从产品、价格、渠道和促销四个方面提出了中国建设银行吉林省分行信用卡业务营销策略改进的具体措施。第5部分，从中国建设银行吉林省分行信用卡业务部门的经营管理模式、客户服务机制、人力资源管理和绩效考核四个方面提出了信用卡业务营销策略改进的保障措施，为信用卡业务经营绩效的提升提供保证。最后，简要概述了本文的研究结论。总之，通过对中国建设银行吉林省分行信用卡营销策略的改进进行研究，为中国建设银行吉林省分行信用卡业务目标的实现、市场占有率的提高和竞争优势的培育都有着重要的指导意义，另外对其他商业银行信用卡业务营销策略的制定和改进也有重要的借鉴意义
[Abstract]:With the development of economy , people ' s demand level of material and cultural life is higher and higher , meanwhile people ' s consumption concept and consumption pattern are changing gradually , and the traditional consumption idea starts to fade into people ' s life gradually , but such as housing mortgage loan , automobile consumer credit , personal consumption credit and so on . With the rapid development of economy , the financial innovation products play an increasingly important role in the market competition . At present , many banks have increased their credit card business and worked hard to develop various credit card products with different functions . Based on the theory of marketing management and the credit card business of Jilin Branch of China Construction Bank as the research object , the paper puts forward the improvement measures for the credit card business marketing strategy of Jilin Branch of China Construction Bank based on the analysis of the problems and reasons of the credit card business marketing strategy of China Construction Bank . This paper consists of six parts : In the first part , the background of this research is briefly introduced ; secondly , the purpose and significance of improving the credit card business marketing strategy in Jilin Branch of China Construction Bank are summarized , and the main contents of this study are briefly described . The second part analyzes the development course and the existing problems of credit card business in China ' s commercial banks . On the basis of this , the credit card business of China Construction Bank and the credit card business in Jilin Province are analyzed . Finally , the credit card operating mode of other commercial banks in Jilin Province is analyzed , so as to clarify the opportunity and threat in the credit card market , and provide reference and guidance for the improvement of the credit card business marketing strategy of the Bank of China . Part 3 analyzes the problems existing in the credit card business marketing strategy of Jilin Branch of China Construction Bank , analyzes the causes of these problems , and lays a solid foundation for the improvement measures . According to the fourth part , on the basis of the previous analysis , this part puts forward the concrete measures for the improvement of credit card business marketing strategy of Jilin Branch of China Construction Bank from four aspects of product , price , channel and promotion . In Part 5 , the improvement of credit card business marketing strategy is put forward from four aspects of business management mode , customer service mechanism , human resource management and performance evaluation of the credit card business unit of Jilin Branch of China Construction Bank , which provides guarantee for the promotion of credit card business operation performance . Finally , the conclusions of this paper are briefly summarized . In short , through the research on the improvement of credit card marketing strategy of Jilin Branch of China Construction Bank , it has important guiding significance for the realization of credit card business goal in Jilin Branch of China Construction Bank , the improvement of market share and the cultivation of competitive advantage , and also has important reference significance for the formulation and improvement of credit card business marketing strategy of other commercial banks .

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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