A银行信用卡营销现状及发展研究

发布时间：2018-05-23 07:17

本文选题：信用卡 + 营销策略　；参考：《苏州大学》2013年硕士论文

【摘要】：随着中国金融市场对外资开放，中国的银行业面临着日益严峻的挑战，具有丰厚利润回报的信用卡业务已然成为中外金融机构的竞争焦点。作为国内信用卡的领先品牌，，A银行信用卡发卡量突破4200万张，A银行信用中心是业内最早配备市场商务营销团队的银行，至今仍然是行业中信用卡商务营销从业人员数量最多，业务种类最为齐全的团队。面对如今复杂而多变的信用卡市场环境，A银行应该采用何种营销策略呢?本文首先探讨了相关的营销战略理论，然后分析了我国信用卡市场发展现状和A银行信用卡业务现状，用了较大篇幅分析了A银行信用卡营销策略的情况，并指出了其中存在产品定位、个性化产品服务、品牌形象、传播等方面的问题，提出了完善A银行信用卡营销策略的对策及建议。目前我国信用卡市场还处于高速发展时期，市场上各大银行的信用卡产品种类繁多，但是真正具有强大优势的信用卡产品非常少。A银行应秉承服务创造价值的理念，以客户为导向，以创新促进发展，不断完善境内外持卡人服务体系，根据这一营销目标，A银行目前的信用卡营销战略应定位于“品牌化”的营销战略，通过品牌、服务、功能升级努力提升信用卡市场的影响力，提高产品竞争力、客户满意度，加强风险控制能力，打造A银行信用卡业务的市场竞争力。
[Abstract]:With the opening of China's financial market to foreign capital, China's banking industry is facing increasingly serious challenges. Credit card business with rich profit returns has become the focus of competition between Chinese and foreign financial institutions. As the leading brand of credit card in China, the credit card issued by the Bank of China exceeds 42 million pieces. The credit center of Bank A is the first bank in the industry to be equipped with a business marketing team. Up to now, it is still the largest number of credit card business marketing professionals in the industry. The most complete range of business teams. In the face of the complex and changeable credit card market environment, what kind of marketing strategy should banks adopt? This paper first discusses the relevant marketing strategy theory, then analyzes the current situation of credit card market development and credit card business of Bank A, and analyzes the situation of credit card marketing strategy of Bank A. It also points out the problems of product positioning, personalized product service, brand image, communication and so on, and puts forward some countermeasures and suggestions to perfect A Bank's credit card marketing strategy. At present, the credit card market in our country is still in a period of rapid development. There are a wide variety of credit card products in various banks in the market, but very few credit card products with real strong advantages. Bank A should uphold the idea of creating value through service. Customer-oriented, innovation to promote development, constantly improve the domestic and foreign cardholder service system, according to this marketing goal A Bank's current credit card marketing strategy should be positioned in the "brand" marketing strategy, through the brand, service, Function upgrading efforts to enhance the impact of the credit card market, improve product competitiveness, customer satisfaction, strengthen risk control ability, to create bank A credit card business market competitiveness.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.2

【参考文献】