大连银行信用卡市场营销策略研究

发布时间：2018-01-14 01:28

本文关键词：大连银行信用卡市场营销策略研究　出处：《辽宁大学》2012年硕士论文　论文类型：学位论文

【摘要】：目前,随着中国金融市场对外开放的发展,中国的银行业面临着日益严重的挑战。信用卡业务被称为中国零售金融市场最后一块奶酪,成为了国内各大银行(包括其它金融发卡机构)竞相竞争的对象。信用卡业务已经成为信贷消费领域中不可或缺的金融工具之一。伴随着全球经济的持续发展以及电子计算机和通讯技术的广泛运用,人们生活质量不断提高,信用卡逐渐发展成为一种集存取现金、转账结算、商品消费、循环信用等多项功能于一身的金融工具。信用卡业务如此受到青睐,主要是因为在国内、国外,没有比银行业再稳定、传统的业务了,能像信用卡一样存在如此巨大的利润空间。信用卡具有高投入、高风险、高收益的特点。改革开放以来,我国经济迅速发展,高科技产品在银行经营中得到了广泛的应用,人们的支付手段也正是由于金融高科技的发展,由纸质货币到电子货币变化,逐渐步入到信用卡支付时代。而目前大连银行所处的地区信用卡市场面临着“僧多粥少”的处境----需要发展但不知如何发展。大连银行的银行卡业务经过十几年的发展,初步形成了自己的品牌和特色。本文以大连银行信用卡市场营销业务发展为研究对象,一共分为四部分,第一部分是绪论,主要介绍本文的选题背景、选题意义以及基本思路和主要方法.第二部分是信用卡市场营销环境及目标市场分析,从而选择目标市场及市场定位。第三、四部分通过对大连银行信用卡市场营销分析,从而制定相应的营销组合策略以及对应的保障措施,从而为整篇文章的写作奠定坚实的理论基础。本文的特色在于：将理论分析和实例论证相结合,系统地论证了大连银行信用卡发展过程中存在的主要问题和难点。希望通过信用卡市场定位、多渠道营销策略、保障措施的加强等措施以促进大连银行信用卡业务的良好发展,为大连银行在推广信用卡业务和扩大其信用卡市场份额上提供参考。
[Abstract]:At present, with the opening up of China's financial market, China's banking industry is facing increasingly serious challenges. Credit card business is known as the last piece of cheese in China's retail financial market. Has become a major domestic bank (including other financial card issuers). Credit card business has become one of the indispensable financial instruments in the field of credit consumption. With the continuous development of the global economy and the wide use of computer and communication technology. With the improvement of people's quality of life, credit card has gradually developed into a kind of financial tool with many functions, such as cash access, transfer and settlement, commodity consumption, circulation credit, etc. The credit card business is so popular. The main reason is that at home and abroad, there is no more stable than the banking industry, the traditional business, like the credit card, there is such a huge profit margin, credit card has the characteristics of high investment, high risk, high income. Since the reform and opening up, China's rapid economic development, high-tech products in the banking operation has been widely used, people's means of payment is also due to the development of financial high-tech. From paper money to electronic money. Gradually entering the era of credit card payment. At present, the regional credit card market of Dalian Bank is faced with "more than enough applicants." Need to develop but do not know how to develop. The bank card business of Dalian Bank has been developing for more than ten years. Initially formed its own brand and characteristics. This paper to Dalian Bank credit card marketing business development as the research object, a total of four parts, the first part is the introduction, mainly introduces the background of this paper. The second part is the credit card marketing environment and target market analysis, so as to select the target market and market positioning. Through the analysis of the credit card marketing of Dalian Bank, the fourth part formulates the corresponding marketing combination strategy and the corresponding safeguard measures, thus lays a solid theoretical foundation for the whole article writing. The characteristics of this paper are: the combination of theoretical analysis and case study, systematically demonstrated the main problems and difficulties in the development of Dalian Bank credit card, hoping to position the credit card market. In order to promote the good development of the credit card business of Dalian Bank, the multi-channel marketing strategy and the strengthening of the safeguard measures can provide a reference for Dalian Bank in promoting the credit card business and expanding its credit card market share.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2

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