苏州农业银行信用卡营销策略研究

发布时间：2018-01-09 11:09

本文关键词：苏州农业银行信用卡营销策略研究　出处：《苏州大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国经济水平的不断提高,人们的消费能力也随之增长,逐渐养成了刷卡支付的消费习惯,因此信用卡业务成为各大银行新一轮的竞争焦点。目前,我国各信用卡发卡银行对国内信用卡市场的争夺已经达到白热化的程度,如何提高信用卡市场份额,如何提高信用卡业务收入,提升品牌影响力都成为各家银行共同考虑的问题。中国农业银行作为四大国有银行之一,具有悠久的历史和良好的品牌影响力,但是在信用卡业务发展方面,由于该项业务起步晚、发展缓,长期处于弱势地位,信用卡业务发展相对滞后。本文将以苏州农行信用卡业务营销管理为例,总结苏州农行信用卡营销的现状、发展的主要不足及成因,并结合多年的工作经验提出苏州农行信用卡营销的整合策略,希望能对信用卡业务营销管理工作提供实践和理论参考。本文从营销管理理论分析入手,通过比较和归纳的方法分析了苏州农行信用卡营销战略管理的现状,以及现阶段主要采用的营销策略,并提出了现行品牌战略、营销策略的种种不足及问题成因。结合目前的营销现状,通过运用PEST、SWOT等分析方法,对苏州农行所处的政治经济大背景和竞争环境进行了详细的分析,并根据上述分析提出了苏州农行信用卡发展的主要战略和市场定位,从产品、价格、服务、渠道等方面阐述了苏州农行信用卡营销的整合策略,试图为苏州农行发展信用卡业务和增加信用卡业务的收入提出可操作的、具体化的营销管理措施,旨在实现苏州农行信用卡业务的长期可持续性的健康发展。
[Abstract]:China with the continuous improvement of economic level, people's consumption capacity increases, gradually develop a credit card payment habits, so each big bank credit card business has become a new round of competition. At present, the China's credit card issuing bank card credit on the domestic market competition has reached a white hot degree, how to to improve the credit card market share, how to improve the credit card business income, enhance the brand influence have become banks together to consider the problem of the Agricultural Bank of Chinese as four state-owned banks, has a long history and good brand influence, but in the credit card business development, because the business started late, development is slow. The weak position for long time, the credit card business development is relatively lagging behind. This article will take Suzhou bank credit card marketing management as the example, summarize the current situation of Suzhou Agricultural Bank credit card marketing The main problems and causes, development, and put forward the integration strategy of Suzhou Agricultural Bank of China credit card marketing for many years of work experience, hope to provide theory and practice reference for the credit card business marketing management. This paper starts from the analysis of marketing management theory, through the method of comparison and induction analysis of Suzhou Agricultural Bank of China credit card marketing strategy management status at this stage, and the marketing strategy, and puts forward the brand strategy, causes all sorts of problems and marketing strategies. Combining the current situation of marketing, through the use of PEST, SWOT and other analysis methods, the Suzhou Agricultural Bank of China's political and economic background and competitive environment are analyzed in detail, and according to the above the analysis puts forward the main strategy and market positioning, the development of Suzhou Agricultural Bank of China credit card from the product, price, service, channel and other aspects of the Suzhou Agricultural Bank credit card marketing integration Combined strategy, trying to provide operational and specific marketing management measures for Suzhou ABC to develop credit card business and increase the income of credit card business, so as to achieve long-term sustainable development of Suzhou Agricultural Bank credit card business.

【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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