招商银行信用卡品牌营销策略研究
发布时间：2018-11-27 13:40
【摘要】：从我国商业银行发行第一张信用卡至今,信用卡产业在我国已经走过了十年的时光,对于优质客户的争夺战也因优质客户资源的不断减少而逐渐开始冷却,受发卡银行较多、同一家银行发卡类型较多等因素的影响,人们钱包中信用卡的数量不断上升,进而导致每张卡的实动率不断下滑。所以在新的历史时期,信用卡产业的竞争已经开始转向提高信用卡的实动率以及在客户钱包中所占份额的方向,只有很好的解决这两方面的问题,才能使商业银行在今后的市场竞争中获得更好、更快的发展。招商银行是我国当前信用卡业务发展最快、开展最好的中资银行,在面对日益激烈的市场竞争时,采取积极有效的营销策略进一步巩固现有的竞争优势,就成为了摆在相关管理者面前的一个重要课题。 本文从营销的基本理论出发,对招商银行信用卡营销进行宏观环境与SWOT分析,以此来了解相关的市场环境以及招商银行自身的基本情况,并根据营销目标制定关于品牌影响的整体战略。对于营销市场,本文进行了市场细分与目标选择,结合不同目标市场的实际情况,制定出该市场信用卡营销的子策略,并最终完成整个营销战略的构建,为招商银行制定符合自身特点的信用卡营销策略提出建议。为了保证招商银行信用卡品牌营销策略的措施,必须采取对不同营销策略的组合、营销资源预算与分配、建立营销组织、控制营销过程等措施。
[Abstract]:Since the issuance of the first credit card by commercial banks in our country, the credit card industry has gone through ten years in our country. The battle for high-quality customers has gradually begun to cool down because of the continuous decrease in the resources of high-quality customers, and there are more credit card issuing banks. The number of credit cards in people's wallets is on the rise, which leads to the decline of the actual rate of each card due to the influence of various types of cards issued by the same bank. Therefore, in the new historical period, the competition in the credit card industry has begun to shift to the direction of increasing the real rate of credit cards and their share in customers' wallets. Only these two problems can be solved very well. In order to make commercial banks in the future market competition to obtain better, faster development. China Merchants Bank (CMB) is the fastest growing credit card business in China and the best bank in China. In the face of increasingly fierce market competition, China Merchants Bank takes active and effective marketing strategies to further consolidate the existing competitive advantage. It has become an important subject in front of relevant managers. Based on the basic theory of marketing, this paper analyzes the macro environment and SWOT of credit card marketing of China Merchants Bank, so as to understand the relevant market environment and the basic situation of China Merchants Bank itself. And according to the marketing objectives of the overall strategy on brand impact. For the marketing market, this article carries on the market segmentation and the target choice, unifies the actual situation of the different target market, formulates the sub-strategy of the credit card marketing of the market, and finally completes the entire marketing strategy construction, For China Merchants Bank to develop their own characteristics of credit card marketing strategy recommendations. In order to ensure the measures of credit card brand marketing strategy of China Merchants Bank, we must take measures such as the combination of different marketing strategies, the budget and distribution of marketing resources, the establishment of marketing organization and the control of marketing process.
【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
本文编号：2360975
[Abstract]:Since the issuance of the first credit card by commercial banks in our country, the credit card industry has gone through ten years in our country. The battle for high-quality customers has gradually begun to cool down because of the continuous decrease in the resources of high-quality customers, and there are more credit card issuing banks. The number of credit cards in people's wallets is on the rise, which leads to the decline of the actual rate of each card due to the influence of various types of cards issued by the same bank. Therefore, in the new historical period, the competition in the credit card industry has begun to shift to the direction of increasing the real rate of credit cards and their share in customers' wallets. Only these two problems can be solved very well. In order to make commercial banks in the future market competition to obtain better, faster development. China Merchants Bank (CMB) is the fastest growing credit card business in China and the best bank in China. In the face of increasingly fierce market competition, China Merchants Bank takes active and effective marketing strategies to further consolidate the existing competitive advantage. It has become an important subject in front of relevant managers. Based on the basic theory of marketing, this paper analyzes the macro environment and SWOT of credit card marketing of China Merchants Bank, so as to understand the relevant market environment and the basic situation of China Merchants Bank itself. And according to the marketing objectives of the overall strategy on brand impact. For the marketing market, this article carries on the market segmentation and the target choice, unifies the actual situation of the different target market, formulates the sub-strategy of the credit card marketing of the market, and finally completes the entire marketing strategy construction, For China Merchants Bank to develop their own characteristics of credit card marketing strategy recommendations. In order to ensure the measures of credit card brand marketing strategy of China Merchants Bank, we must take measures such as the combination of different marketing strategies, the budget and distribution of marketing resources, the establishment of marketing organization and the control of marketing process.
【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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，本文编号：2360975
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