J银行信用卡差异化营销研究

发布时间：2018-02-16 10:13

本文关键词： 信用卡差异化营销 SWOT分析 STP理论　出处：《南京农业大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,利率市场化改革进程不断加快,2012年,中国人民银行两次下调存贷款基准利率,2013年宣布自7月20日起全面放开金融机构贷款利率管制,中国利率市场化改革迈出实质性的一步。这一改革给银行传统业务的利息净收入增长带来了较大影响,各家银行纷纷进行业务结构的调整,重视发展中间业务尤其是信用卡业务。自1985年中国银行发行了第一张信用卡以来,中国的信用卡业务取得了快速的发展。截止2012年底,全国累计发行信用卡3.31亿张,授信总额达3.49万亿元,交易金额达10万亿元,给银行带来了巨额利润。但是,信用卡业务的发展也存在着诸多问题。信用卡业务属于规模经济,因此,许多银行都把提高发卡量作为其发展信用卡业务的重点,信用卡营销手段单一,信用卡产品同质化严重,信用卡动卡率得不到改善,信用卡市场相对饱和等一系列问题纷纷涌现。为了提高信用卡市场的竞争力,提高其品牌知名度,各家银行必须认清信用卡市场的有效发展道路,从盲目追求发卡数量向注重信用卡质量转变,采用差异化的营销发展策略,使信用卡业务能够可持续发展。本文以J银行为例,首先对J银行的发展历程、基本业务以及信用卡业务进行了介绍。其次,与北京银行、上海银行的信用卡业务进行横向比较,对2007年至2012年J银行的信用卡业务进行纵向比较,在此基础上,对J银行的信用卡业务进行SWOT分析,包括优势、劣势、机会、威胁等,并提出相应的应对策略。通过SWOT分析发现市场细分、针对不同客户市场提供不同的产品和服务对银行提高市场竞争力具有重要的作用。因此,本文以J银行南京地区为调查对象,对其信用卡市场进行细分,将其分为高端客户市场、年轻客户市场、冷漠型客户市场、消费型客户市场以及传统型客户市场,并将J银行的目标客户定位年轻客户和高端客户,并依据他们的需求和利益点进行了市场定位。通过对J银行针对细分市场客户现有的营销策略进行分析,发现其针对高端客户市场的产品和服务都比较缺乏。针对以上结论,本文提出了“针对细分市场,加快产品创新”,“培育特色产品,树立个性品牌”,“加快开发高端客户市场的信用卡产品”以及“健全信用卡营销渠道”等对策建议。
[Abstract]:In recent years, the reform of interest rate liberalization has been accelerated. In 2012, the people's Bank of China twice lowered the benchmark interest rate on deposits and loans. On 2013, it announced that it would fully liberalize the interest rates of financial institutions from July 20th. China's interest rate marketization reform has taken a substantial step forward. This reform has had a great impact on the growth of interest net income in the traditional business of banks, and banks have been readjusting their business structure one after another. Attach importance to the development of intermediary business, especially credit card business. Since the Bank of China issued its first credit card in 1985, China's credit card business has made rapid development. As of end of 2012, a total of 331 million credit cards have been issued nationwide. The total amount of credit is 3.49 tillion yuan and the transaction amount is 10 tillion yuan, which brings huge profits to banks. However, there are many problems in the development of credit card business. Credit card business belongs to economies of scale, so, Many banks have made increasing the number of credit card issuers their key point in developing credit card business. Credit card marketing means are single, credit card products are seriously homogenized, and the credit card rate cannot be improved. In order to improve the competitiveness of the credit card market and enhance its brand awareness, banks must recognize the effective development path of the credit card market. From blindly pursuing the quantity of credit card to paying attention to the quality of credit card, adopting the differentiated marketing development strategy to make the credit card business sustainable development. This paper takes J Bank as an example, first of all, the development course of J Bank. The basic business and credit card business are introduced. Secondly, the credit card business of Bank of Beijing and Bank of Shanghai is compared horizontally, and the credit card business of Bank J from 2007 to 2012 is compared vertically. This paper analyzes J Bank's credit card business by SWOT, including strengths, weaknesses, opportunities, threats and so on, and puts forward corresponding countermeasures. Providing different products and services to different customer markets plays an important role in improving the market competitiveness of banks. Therefore, this paper takes the Nanjing area of J Bank as the research object to segment the credit card market. It is divided into the high-end customer market, the young customer market, the cold customer market, the consumer customer market and the traditional customer market. And according to their needs and interests of the market positioning. Through the analysis of J Bank to segment the existing marketing strategy, found that its high-end customer market products and services are relatively lacking. This paper puts forward countermeasures and suggestions such as "to segment the market, to speed up the product innovation", "to cultivate the characteristic products, to establish the individual brand", "to speed up the development of the credit card products in the high-end customer market" and "to improve the marketing channels of the credit card".
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

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