ZBSY银行信用卡业务营销策略研究

发布时间：2018-01-02 08:42

本文关键词：ZBSY银行信用卡业务营销策略研究　出处：《山东理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：信用卡业务的发展和普及为银行发展提供了新的发展方向,而随着我国经济的快速发展和国民消费理念的转变,我国迎来了信用卡业务的黄金时代,越来越多的人选择信用卡业务的消费方式,而信息卡收益也在银行收益中占据了较大份额,处于战略地位。但作为ZB商业银行之一和较早发行信用卡业务的ZBSY银行,其信用卡业务尚未达到预期的目标。本文基于对国内外发展理论的发展过程进行了深入分析和研究,并将其作为本文的研究理论指导,对国内外信用卡业务的发展历程和情况进行了探讨,这是本文对信用卡业务发展政策改革方案研究的宏观前提条件,为本文后续研究奠定基础。本文的第三部分是以ZBSY银行的信用卡业务情况为个例研究对象,首先对ZBSY银行所处的社会、经济、文化等大背景进行了分析。其次,对ZBSY银行的信用卡业务现状所占据的优势和面临的挑战都进行了深入分析,并以此为基础,设计具有针对性的信用卡业务发展方案,并以对ZBSY银行的信用卡业务发展政策发展和完善具有理论指导意义和实用性为最终目标。本文的核心组成部分为第四部分,在此部分作者对ZBSY银行的信用卡业务发展政策的设计目标进行了阐述和定位,并对设计的整体市场定位和实现目标与市场发展理论中的产品、价格、渠道和促销要素相结合,使设计出的ZBSY银行的信用卡业务发展方案更符合ZBSY银行的发展需求和可行性。在本文的结尾,笔者强调了完善在ZBSY银行的信用卡业务发展方案实施过程中起到辅助作用的奖励薪酬制度、风险评估制度等重要性,并提出要搭建能够支持发展体系的数据库平台,并着重培养相关业务的高素质人才。
[Abstract]:The development of the credit card business and provide a new direction for the development of the bank, and with the change of China's rapid economic development and national consumption concept, China has ushered in the golden age of the credit card business, more and more people choose the consumption mode of credit card business, but also in the earnings information card bank earnings occupy a larger share, is in a strategic position. But as the ZB commercial bank and one of the earlier issued credit card business of ZBSY bank, the credit card business has not yet reached the expected goal. The development of the theory at home and abroad carried out in-depth analysis and research based on the theory of the guidance, development and the situation of the domestic and international credit card business is discussed, which is the prerequisite for macro policy reform of the credit card business development, lay the foundation for the follow-up study The foundation. The third part of this paper is to ZBSY bank credit card business as case study object, first on the ZBSY Bank of the social, economic, cultural and other background are analyzed. Secondly, the business situation of ZBSY bank credit card to occupy the advantages and challenges are analyzed, and on this basis, the design of targeted credit card business development plan, and to the ZBSY bank credit card business development policy development and perfection has theoretical and practical guidance for the ultimate goal. The core of this part is divided into fourth parts, in this part, author of the ZBSY bank credit card business development policy design the described and positioning, market positioning and the overall design and implementation of the target market and the theory of the development of the product, price, channel and promotion factors combined to make the design of the ZBSY bank The credit card business development plan in line with the development requirements and feasibility of ZBSY bank. At the end of this article, the author emphasizes that helps to improve incentive pay system in ZBSY bank credit card business development plan implementation process, the risk assessment system of importance, and propose to set up to support the development of the database system platform. High quality talents and focus on training related business.

【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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