案例研究：招商银行白金卡营销策略

发布时间：2018-01-14 01:19

本文关键词：案例研究：招商银行白金卡营销策略　出处：《华南理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：信用卡是一种先进的消费支付及信用工具，具有信用透支消费、转账结算、存取现金等基本功能。从1985年中国银行珠海分行发行我国第一张信用卡以来，我国的信用卡行业已走过20年发展。尤其在2003年后，我国信用卡业务经历了一个急速扩张、跑马圈地的阶段，各家银行分分把信用卡做为业务发展重点而大力推广，并伴随外资银行的进入，，国内信用卡市场的竞争已经达到了白热化阶段。目前国内信用卡行业面临的通病是，尽管发卡量巨大，但业务始终未能走出亏损的泥潭，这其中重要原因之一就是国内信用卡的功能服务同质化现象非常严重。故不断进行金融创新及客群细分，抢先推出更贴近用户需求的信用卡功能和服务，成为了商业银行信用卡业务竞争的关键。招商银行正是在这样情况下，敏锐的捕捉到“国内不断壮大的年轻且消费力旺盛的富裕人士”群体需求，成功推出招商银行白金信用卡，同时招商白金卡通过产品创新及客群细分始终在行业内保持领先地位。目前招行白金卡客户月卡均消费是招行信用卡平均水平的20-30倍，并连续六年上榜胡润百富榜，成为中国千万富豪“最青睐的银行信用卡”、并获“最佳用户体验奖”、“最受持卡人喜爱的信用卡”等奖项，为招行创造了丰厚的业务利润及品牌价值。基于此，本文将全面研究招行银行及招行白金卡的起源历史及发展现状，运用SWOT方法分析招行白金卡所面临的内外部环境，并使用4P营销组合对招行白金卡营销策略及领先同业的主要原因进行概括，最后对招行白金卡如何维持领先优势的策略进行探讨，为商业银行发展信用卡高端产品提供借鉴启示。
[Abstract]:Credit card is a kind of advanced consumer payment and credit tool, which has the basic functions of credit overdraft consumption, transfer and settlement, cash access and so on. Since 1985, the Bank of China Zhuhai Branch issued the first credit card in China. China's credit card industry has been through 20 years of development, especially after 2003, China's credit card business has experienced a rapid expansion, running horses in the field of the stage. With the entry of foreign banks, the competition in the domestic credit card market has reached a stage of intense competition. At present, the common problem facing the domestic credit card industry is that, although the amount of cards issued is huge, the business has never been able to get out of the quagmire of losses. One of the important reasons is that the homogeneity of the function and service of domestic credit card is very serious. Therefore, we constantly carry out financial innovation and customer segmentation, and preempt the introduction of credit card functions and services that are closer to the needs of users. Has become the commercial bank credit card business competition key. China Merchants Bank is precisely in this situation, keen to capture the "growing domestic young and strong consumer rich people" group demand, the successful introduction of China Merchants Bank platinum credit card. At the same time, Merchants Platinum Card through product innovation and customer segmentation has always maintained a leading position in the industry. At present, the average monthly card consumption of China Merchants Platinum Card is 20-30 times of the average level of China Merchants Card. And six years on the Hurun rich list, China's millionaires "favorite bank credit card", and won the "best user experience", "the most favorite credit card holders" and other awards. For CMB to create rich business profits and brand value. Based on this, this paper will comprehensively study the origin history and development status of China Mobile Bank and China Merchants Platinum Card, and use SWOT method to analyze the internal and external environment of China Merchants Platinum Card. And use 4P marketing combination to summarize the marketing strategy of China Merchants Platinum Card and the main reasons of leading the industry, and finally discuss the strategy of how to maintain the leading advantage of China Merchants Platinum Card. For commercial banks to develop high-end credit card products to provide reference inspiration.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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