交通银行信用卡业务营销管理案例研究

发布时间：2018-05-07 01:33

本文选题：交通银行 + 信用卡　；参考：《兰州大学》2013年硕士论文

【摘要】：随着我国经济社会的发展,人民生活水平的提高和人们消费形式的不断变化,信用卡在我国变得越来越流行,它越来越大的影响着人们的生活,并且在我国金融业务中的地位不断提升。作为一个发展时间不长、正在逐步走向成熟期的朝阳行业,信用卡行业已成为我国大小商业银行争相进入并角逐其中的行业。目前,我国各信用卡发卡机构对国内信用卡市场的争夺已达到白炽化的程度,如何更大的占有信用卡市场,如何提升自己的信用卡品牌,如何在信用市场上占有并保持竞争优势,如何进一步提高营销效率,等等,已成为各大信用卡发卡机构共同思考的问题。本文通过以我国大型股份制商业银行——交通银行的信用卡业务营销管理实践为案例进行分析,总结了交通银行信用卡业务营销管理中的优势与不足,并针对相关问题给出研究建议,希望能给我国信用卡业务营销管理工作提供实践和理论参考。本文主体部分主要介绍了信用卡的有关常识、交通银行的信用卡机构——交通银行太平洋信用卡中心的情况和交通银行信用卡业务的发展背景及基本状况,从交通银行信用卡的市场营销环境、市场定位战略、产品和服务战略、产品定价、销售渠道、促销策略、营销的执行与控制等方面分析了交通银行信用卡业务的营销管理工作,经过对其营销管理工作中优势与不足之处的总结,最后有针对性的提出了建议。分析指出,交通银行能够认真地进行信用卡业务的营销分析和营销战略制定,并对营销战略进行了严格的执行和控制。但也不可否认,交通银行信用卡业务的营销管理体系在分析、计划、执行、控制等环节也存在有待改进的地方。
[Abstract]:With the development of our country's economy and society, the improvement of people's living standard and the constant change of people's consumption form, credit card becomes more and more popular in our country, and it has more and more influence on people's life. And in our country's financial business status continues to improve. As a sunrise industry which has not been developed for a long time and is gradually moving towards maturity, credit card industry has become one of the industries in which commercial banks, large and small, compete to enter and compete with each other. At present, the competition for the domestic credit card market among credit card issuers in China has reached an incandescent degree, how to occupy the credit card market more, how to promote their own credit card brands, How to occupy and maintain the competitive advantage in the credit market, how to further improve the marketing efficiency, and so on, has become a common problem of credit card issuers. This paper analyzes the marketing management practice of credit card business of China's large joint-stock commercial bank-Bank of Communications, and summarizes the advantages and disadvantages of credit card business marketing management of Bank of Communications. The paper also gives some research suggestions for the related problems, hoping to provide practical and theoretical reference for the marketing management of credit card business in China. The main part of this paper mainly introduces the general knowledge of credit card, the credit card organization of Bank of Communications, the Pacific Credit Card Center of Bank of Communications, and the background and basic condition of the credit card business of Bank of Communications. From the aspects of marketing environment, market positioning strategy, product and service strategy, product pricing, sales channel, promotion strategy, marketing execution and control, this paper analyzes the marketing management work of credit card business of Bank of Communications. After summarizing the advantages and disadvantages of its marketing management, some suggestions are put forward. The analysis points out that the Bank of Communications can seriously carry out the marketing analysis and marketing strategy formulation of the credit card business, and carries on the strict execution and the control to the marketing strategy. But it is undeniable that the marketing management system of credit card business of Bank of Communications also needs to be improved in the aspects of analysis, plan, execution, control and so on.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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