ZX银行信用卡营销战略研究

发布时间：2018-04-12 00:20

本文选题：商业银行 + 信用卡　；参考：《天津大学》2013年硕士论文

【摘要】：随着我国经济的高速发展和国内金融体系的不断完善，金融市场化程度日益提高，商业银行的信用卡产品和服务日益多样化，满足了人民群众对银行服务创新的需求，对个人信用、社会消费和产业发展都起了重要的推动作用。作为商业银行零售和中间业务的重要组成部分，信用卡不仅是银行获取新客户的有力工具，其多样化、机动性的市场营销更能给发卡行带来丰厚的收益。因此，各家商业银行越来越重视信用卡业务的发展。我国已逐渐成为全球最具发展潜力的银行卡产业大国。本文以作者所在金融机构ZX银行为蓝本，运用国内外营销理论，对国内信用卡宏观环境和内部环境进行分析，以ZX银行信用卡业务市场营销现状为出发点，通过内外部评价矩阵和SWOT分析，指出ZX银行信用卡业务市场营销处于市场拓展和培育阶段，应集中企业人力、物力、财力等优势资源，紧抓目标市场，实施差异化明显的市场营销战略，积极开拓国内二、三线中小城市的信用卡市场，并就制定ZX银行信用卡业务差异化营销战略的指导原则、市场策略组合、人力资源流程与办法及具体措施提出较为完善和合理的建议，并给出该营销战略实施的途径和模式。国内信用卡市场持续快速发展，ZX银行作为国内知名的大型股份制商业银行，着力发展信用卡业务具有十分重要的战略意义，也具备一定的战略优势和市场先机，，面临着难得的业务发展机遇。虽然面临着信用卡市场竞争激烈、用卡客户需求不断变化等诸多困难和挑战，但只要ZX银行能够抓住历史机遇，从银行自身实际出发，不断优化和调整信用卡市场营销战略，就有可能成为国内信用卡市场拓展的领先者和领导者，必将对本行的大零售战略转型发挥积极的推动作用。
[Abstract]:With the rapid development of China ' s economy and the continuous improvement of domestic financial system , the degree of financial marketization is increasing , and the credit card products and services of commercial banks are increasingly diversified . As an important part of the retail and intermediary business of commercial banks , credit card is not only a powerful tool for banks to acquire new customers , but also more and more attention is paid to the development of credit card business .

This paper analyzes the macro - environment and the internal environment of the credit card in China by using the domestic and foreign marketing theories , analyzes the macro - environment and the internal environment of the domestic credit card by using the domestic and foreign marketing theories , and points out that the marketing of the credit card business is in the market development and cultivation stage .

As a well - known large - scale stock - holding commercial bank in China , the development of credit card market in China is of great strategic significance . It also has a certain strategic advantage and market pioneer . It is faced with many difficulties and challenges , such as fierce market competition of credit card and changing demand of card customers .

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

【参考文献】