中国银联内蒙古分公司营销策略研究
发布时间:2019-04-12 08:11
【摘要】:自从2002年“银联”诞生以来,银联品牌三色标识已经出现在超过20亿张银行卡上,截至目前,银联卡受理网络已延伸至境外142个国家和地区,伴随着数亿持卡人的精彩生活。内蒙古分公司作为中国银联第24家分公司,是银联品牌在内蒙古地区的唯一推广者。如何深化中国银联内蒙古分公司的营销工作,是本文要解决的问题。 本文以中国内蒙古分公司营销策略为主要的研究内容,本文的研究思路,首先是针对本文的研究背景和研究意义进行分析阐述,其次是针对当前国内外的一些研究进行分析和对比。再次是分析了中国银联内蒙古分公司的发展环境及发展现状,并分析中国银联内蒙古分公司营销的现状和存在的问题,旨在客观评价中国银联品牌营销的发展情况,并在此基础上提出完善中国银联内蒙古分公司营销的策略,从提高品牌认知度、提升品牌形象、提升营销活动的效果及加强新闻宣传等工作入手,探讨提高银联品牌知名度的对策。 本文研究认为,虽然中国银联内蒙古分公司自成立以来取得了一定的发展,但是面对复杂多变的支付环境及电子商务蓬勃发展的形势,中国银联内蒙古分公司必须认清自身的优势和劣势,采取积极的措施不断调整自身的营销策略,才能在激烈的竞争中不断取得发展。
[Abstract]:Since the birth of UnionPay in 2002, the tricolor logo of UnionPay brand has appeared on more than 2 billion bank cards. So far, UnionPay card acceptance network has been extended to 142 countries and regions abroad, along with the wonderful life of hundreds of millions of cardholders. As China UnionPay 24 branch, Inner Mongolia Branch is the only promoter of UnionPay brand in Inner Mongolia. How to deepen the marketing work of China UnionPay Inner Mongolia Branch is the problem to be solved in this paper. The main research content of this paper is marketing strategy of Inner Mongolia Branch of China. Firstly, the research background and significance of this paper are analyzed and expounded. Secondly, some studies at home and abroad are analyzed and compared. Thirdly, it analyzes the development environment and current situation of China UnionPay Inner Mongolia Branch, and analyzes the current situation and existing problems of marketing of China UnionPay Inner Mongolia Branch in order to objectively evaluate the development of China UnionPay brand marketing. On this basis, the author puts forward the strategy of perfecting the marketing of China UnionPay Inner Mongolia Branch, starting with the work of improving brand recognition, promoting brand image, promoting the effect of marketing activities and strengthening news and publicity, and so on. Explore the countermeasures to improve the brand popularity of UnionPay. This paper believes that although China UnionPay Inner Mongolia Branch has made some progress since its establishment, but facing the complex and changeable payment environment and the vigorous development of e-commerce situation, China UnionPay Inner Mongolia Branch must recognize its own advantages and disadvantages and take positive measures to continuously adjust its marketing strategy in order to achieve continuous development in the fierce competition.
【学位授予单位】:内蒙古大学
【学位级别】:硕士
【学位授予年份】:2013
【分类号】:F832.33;F274
[Abstract]:Since the birth of UnionPay in 2002, the tricolor logo of UnionPay brand has appeared on more than 2 billion bank cards. So far, UnionPay card acceptance network has been extended to 142 countries and regions abroad, along with the wonderful life of hundreds of millions of cardholders. As China UnionPay 24 branch, Inner Mongolia Branch is the only promoter of UnionPay brand in Inner Mongolia. How to deepen the marketing work of China UnionPay Inner Mongolia Branch is the problem to be solved in this paper. The main research content of this paper is marketing strategy of Inner Mongolia Branch of China. Firstly, the research background and significance of this paper are analyzed and expounded. Secondly, some studies at home and abroad are analyzed and compared. Thirdly, it analyzes the development environment and current situation of China UnionPay Inner Mongolia Branch, and analyzes the current situation and existing problems of marketing of China UnionPay Inner Mongolia Branch in order to objectively evaluate the development of China UnionPay brand marketing. On this basis, the author puts forward the strategy of perfecting the marketing of China UnionPay Inner Mongolia Branch, starting with the work of improving brand recognition, promoting brand image, promoting the effect of marketing activities and strengthening news and publicity, and so on. Explore the countermeasures to improve the brand popularity of UnionPay. This paper believes that although China UnionPay Inner Mongolia Branch has made some progress since its establishment, but facing the complex and changeable payment environment and the vigorous development of e-commerce situation, China UnionPay Inner Mongolia Branch must recognize its own advantages and disadvantages and take positive measures to continuously adjust its marketing strategy in order to achieve continuous development in the fierce competition.
【学位授予单位】:内蒙古大学
【学位级别】:硕士
【学位授予年份】:2013
【分类号】:F832.33;F274
【参考文献】
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1 张锐;张q,
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