XX商业银行信用卡营销策略研究

发布时间：2018-01-02 04:00

本文关键词：XX商业银行信用卡营销策略研究　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着国民经济的不断增强和发展,人民消费观念的不断改变,成就了信用卡信用卡业务的开展,而且该产业能够给银行带来高额利润,因此越来越多的金融企业将眼光放到了信用卡业务上来。因此如何在高度竞争的信用卡环境中求得发展,是XX银行不容忽略的重要问题。本文利用现代管理学、营销学、战略管理等理论知识对XX银行信用卡的营销管理进行了分析研究,找到了XX商业银行信用卡营销管理中存在的问题,并利用现代营销方法,通过对XX银行进行SWOT分析找到适合XX商业银行信用卡营销的发展战略,并通过借鉴发达国家的经营管理方式,提出XX商业银行信用卡发展的一些品牌策略、促销策略、价格策略、产品策略等,从而保证XX商业银行的信用卡营销策略的顺利发展。
[Abstract]:With the continuous enhancement and development of the national economy, changing people's consumption concept, the achievements of the credit card credit card business, and the industry can bring huge profits to the bank, so more and more financial companies will look into the credit card business. Therefore how in a highly competitive environment to achieve the development of credit card XX bank, is an important problem that can not be ignored.
Marketing by using the modern management theory, strategic management theory, knowledge of marketing management of XX bank credit card, find the XX commercial bank credit card to the existing problems in marketing management, and the use of modern marketing methods, through the Bank of XX SWOT analysis to find the suitable development strategy of XX commercial bank credit card marketing, and by drawing lessons from the developed countries management methods, puts forward some brand strategy, the development of XX commercial bank credit card marketing strategy, price strategy, product strategy, so as to ensure the XX commercial bank credit card marketing strategy for the smooth development.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F274

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