H银行信用卡差异化营销策略研究
发布时间：2021-01-18 01:03
伴随着中国金融产业的快速发展与改革升级,信用卡作为现代商业银行的主要盈利手段,其重要性不言而喻。随着改革开放以来,信用卡产品以其独特超的超前消费与分期付款功能,逐步成为了新中国经济发展中不可替代的一环。H银行是国内外资商业银行的代表,虽然凭借其自身的独特优势占据了相当一部分涉外金融与理财的市场份额,但其信用卡业务在国内发展较晚。随着市场的竞争强度增加,其信用卡产品在细分市场的发掘、设计、营销推广等方面的不足之处随之显现,进而使H银行的信用卡业务自在国内发卡以来的数量不及预期。特别是在互联网消费金融日益强盛的当前,如何通过优化细分市场策略并精准把握其实际需求,从而强化H银行信用卡产品的营销实力,提升经营业绩,成为了目前H银行的当务之急。为此,本研究基于对以往相关研究成果与观点的归纳与分析,明晰了商业银行信用卡产品营销过程中所涉及的相关概念与理论。其次,运用营销相关理论的分析范式,对H银行信用卡产品的营销现状展开调查与分析,并厘清H银行信用卡产品营销策略所呈现出的问题。最后,针对其现有的营销问题提出了关于优化细分市场的基础上开展差异化营销策略的措施,并为信用卡业务相关的管理措施提供了改进建...
【文章来源】：广东外语外贸大学广东省
【文章页数】：71 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 Introduction
1.1 Research background
1.2 Research purpose and significance
1.3 Research methods
1.4 Research contents
Chapter 2 Literature Review
2.1 Researches on Marketing Strategy of Commercial Banks
2.2 Researches on Credit Card Marketing in Commercial Banks
2.2.1 Credit card Marketing Strategy
2.2.2 Market Segmentation of Credit Cards
2.3 Research on Market Targeting Strategy
2.4 Research on Differentiated Marketing Strategy
2.5 Conclusion
Chapter 3 Case Description
3.1 Background of H Bank
3.2 H Bank’s Credit card business in China
3.2.1 Definition of Credit Card
3.2.2 Types of Credit Card
3.3 Development Status of H Bank Credit Card Business
Table 3-1 Credit cards issued by H Bank
3.4 Analysis of Credit Card Marketing Status of H Bank
3.4.1 Market Segementation
3.4.2 Market Targeting Strategy
3.4.3 Product Strategy
3.5 Main Problems of H Bank’s Credit Card marketing strategies
3.5.1 Problem of Market Targeting
3.5.2 Problem of Differentiated Marketing Srategy
Chapter 4 Analysis of The Credit Card Market in China and The Marketing Opportunityof H Bank Credit Card
4.1 Development and Competition Pattern of Credit Card Market In China
4.1.1 Development Trend of The Market
4.1.2 Competition Pattern of The Market
4.2 Market Targeting Strategy and Vompetitive Strategy of Leading Banks
4.3 Analysis of Marketing Opportunities for H Bank Credit Card
Chapter 5 Market Targeting Strategy of H Bank
5.1 Optimization of Market Segmentation of H Bank
5.2 Decision-making Basis of Market Targeting Srategy for H Bank
5.3 The Basis for Adopting Differentiated Marketing Strategy
Chapter 6 Implementation of Differentiated Marketing Strategy of H Bank
6.1 Mix Marketing strategy For Business Group of Foreign Enterprises
6.1.1 Market Positioning
6.1.2 Product Strategy
6.1.3 Price Strategy
6.1.4 Channel Strategy
6.2 Mix Marketing Strategy For Business Group of Young Online Shopping group
6.2.1 Market Positioning
6.2.2 Product Strategy
6.2.3 Price Strategy
6.2.4 Channel Strategy
6.3 Differentiated Customer Services
6.4 Measures for supporting the implementation of differentiated marketingstrategy
6.4.1 Integrated marketing strategies
6.4.2 Optimizing Performance Appraisal System
6.4.3 Optimizing Overdraft Risk Control Mechanism
6.4.4 Product Innovation
Chapter 7 Conclusions and Limitations
7.1 Conclusion
7.2 Research limitations and Implications
References
本文编号：2983953
【文章来源】：广东外语外贸大学广东省
【文章页数】：71 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
Chapter 1 Introduction
1.1 Research background
1.2 Research purpose and significance
1.3 Research methods
1.4 Research contents
Chapter 2 Literature Review
2.1 Researches on Marketing Strategy of Commercial Banks
2.2 Researches on Credit Card Marketing in Commercial Banks
2.2.1 Credit card Marketing Strategy
2.2.2 Market Segmentation of Credit Cards
2.3 Research on Market Targeting Strategy
2.4 Research on Differentiated Marketing Strategy
2.5 Conclusion
Chapter 3 Case Description
3.1 Background of H Bank
3.2 H Bank’s Credit card business in China
3.2.1 Definition of Credit Card
3.2.2 Types of Credit Card
3.3 Development Status of H Bank Credit Card Business
Table 3-1 Credit cards issued by H Bank
3.4 Analysis of Credit Card Marketing Status of H Bank
3.4.1 Market Segementation
3.4.2 Market Targeting Strategy
3.4.3 Product Strategy
3.5 Main Problems of H Bank’s Credit Card marketing strategies
3.5.1 Problem of Market Targeting
3.5.2 Problem of Differentiated Marketing Srategy
Chapter 4 Analysis of The Credit Card Market in China and The Marketing Opportunityof H Bank Credit Card
4.1 Development and Competition Pattern of Credit Card Market In China
4.1.1 Development Trend of The Market
4.1.2 Competition Pattern of The Market
4.2 Market Targeting Strategy and Vompetitive Strategy of Leading Banks
4.3 Analysis of Marketing Opportunities for H Bank Credit Card
Chapter 5 Market Targeting Strategy of H Bank
5.1 Optimization of Market Segmentation of H Bank
5.2 Decision-making Basis of Market Targeting Srategy for H Bank
5.3 The Basis for Adopting Differentiated Marketing Strategy
Chapter 6 Implementation of Differentiated Marketing Strategy of H Bank
6.1 Mix Marketing strategy For Business Group of Foreign Enterprises
6.1.1 Market Positioning
6.1.2 Product Strategy
6.1.3 Price Strategy
6.1.4 Channel Strategy
6.2 Mix Marketing Strategy For Business Group of Young Online Shopping group
6.2.1 Market Positioning
6.2.2 Product Strategy
6.2.3 Price Strategy
6.2.4 Channel Strategy
6.3 Differentiated Customer Services
6.4 Measures for supporting the implementation of differentiated marketingstrategy
6.4.1 Integrated marketing strategies
6.4.2 Optimizing Performance Appraisal System
6.4.3 Optimizing Overdraft Risk Control Mechanism
6.4.4 Product Innovation
Chapter 7 Conclusions and Limitations
7.1 Conclusion
7.2 Research limitations and Implications
References
本文编号：2983953
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