交通银行湖南省分行信用卡业务营销策略研究

发布时间：2018-04-26 07:01

本文选题：交通银行湖南省分行 + 信用卡　；参考：《中南大学》2012年硕士论文

【摘要】：随着中国金融市场对外资开放,利润丰厚的信用卡业务必然成为国内外金融机构竞争的焦点,一些海外银行,如汇丰银行、渣打银行、花旗银行等已经开始对我国的信用卡市场进行渗透。作为中国国有商业银行之一的交通银行,目前已经发行了几十种信用卡,拥有超过3000万张信用卡发行量的信用卡规模。在我国国内信用卡市场竞争越来越激烈的情况下,交通银行湖南分行信用卡业务应该如何确立正确的信用卡营销指导思想,如何制定自己的营销策略呢?本文借鉴市场营销理论,采用理论与实践相结合的方式,结合交通银行湖南分行信用卡业务营销现状、策略进行研究,对交通银行湖南分行现阶段信用卡营销策略的抉择做了重点研究。本文从对信用卡等相关概念界定出发,从政治、经济、社会文化、技术四个方面对宏观环境进行了分析,从我国信用卡的需求现状、湖南省需求现状、信用卡需求预计三个方面对整个需求环境进行了分析。并且对目前我国商业银行信用卡的发卡量、竞争态势进行了分析,探讨了我国信用卡业务未来的发展趋势。接着对交通银行信用卡中心进行了介绍,对交通银行湖南分行信用卡业务营销现状进行了分析,提出了其中存在的问题。然后在对交通银行湖南分行信用卡业务内外部环境分析的基础上,提出了交通银行湖南分行信用卡业务营销策略制定的原则与目标,对信用卡市场进行了市场细分、目标市场选择与定位,制定了交通银行湖南分行信用卡业务4P组合策略。最后,制定了交通银行湖南分行信用卡业务的实施路径,并提出了有效实施的保障。
[Abstract]:With the opening of China's financial market to foreign investment, the lucrative credit card business will inevitably become the focus of competition among financial institutions at home and abroad. Some overseas banks, such as HSBC, Standard Chartered Bank, Citibank has begun to penetrate the credit card market in China. As one of China's state-owned commercial banks, Bank of Communications has issued dozens of credit cards, with more than 30 million credit card size. Under the increasingly fierce competition in the domestic credit card market, how should the credit card business of Hunan Branch of Bank of Communications establish the correct guiding ideology of credit card marketing, and how to formulate its own marketing strategy? This article uses the marketing theory for reference, adopts the combination of theory and practice, combines the current situation of credit card business marketing of Hunan Branch of Bank of Communications, and carries on the research on the strategy. This paper focuses on the choice of credit card marketing strategy in Hunan Branch of Bank of Communications. Based on the definition of credit card and other related concepts, this paper analyzes the macro environment from the four aspects of politics, economy, social culture and technology, and analyzes the demand status of credit card in China and Hunan Province. The whole demand environment is analyzed in three aspects of credit card demand prediction. It also analyzes the credit card issuing quantity and competition situation of commercial banks in China, and probes into the future development trend of credit card business in our country. Then it introduces the credit card center of Bank of Communications, analyzes the present situation of credit card business in Hunan Branch of Bank of Communications, and puts forward the existing problems. Then, based on the analysis of the internal and external environment of the credit card business of Hunan Branch of Bank of Communications, the paper puts forward the principles and objectives of the marketing strategy of the credit card business of Hunan Branch of the Bank of Communications, and segments the credit card market. The 4 P combination strategy of credit card business of Hunan Branch of Bank of Communications has been established by choosing and positioning the target market. Finally, the implementation route of credit card business of Hunan Branch of Bank of Communications is established, and the guarantee of effective implementation is put forward.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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