吉林省建行信用卡营销策略分析

发布时间：2018-07-06 08:19

本文选题：信用卡 + 营销策略　；参考：《吉林大学》2012年硕士论文

【摘要】：中国近年来的经济得到了快速健康的发展，广大国民的收入状况和消费水平也得到普遍提升，也必然导致对个人金融业务服务的需求的全面增加，民众的消费观念发生了巨大的转变，人们的消费结算工具也经历了多重变迁：从八九十年代的粮票，油票，肉票，到九十年代中期以后的纸币，再到现在已基本人手一张或多张的借记卡，经历了仅仅20余年的光景，人们慢慢开始接受从现金结算到卡结算这种支付方式的转变，这些变化为信用卡在我国的发展奠定了良好基础。中国银行珠海分行自1985年发行了第一张信用卡“中银卡”以来，我国信用卡市场己经有了20多年的历史，但那时的信用卡只能算是准贷记卡。而自2000年起，国内各家商业银行才真正迎来了贷记卡发卡的高潮。截止目前，我国已有30余家商业银行发行了信用卡，信用卡发卡量达到2.7亿张，在2011年第四季度，人民币信用卡透支余额约200亿元，占居民短期消费贷款的21%，这一系列数据表明，信用卡已经逐渐成为个人消费贷款的方式之一。中国未来10年将是全球最大的信用卡市场之一，也是外资银行于2006年后全面进入人民币业务的必争之地。虽然我国商业银行一直都在大力营销自己的信用卡，但是效果却并不尽如人意，国内银行无论在面临的社会信用制度、还是在经营机制、经营理念、营销手段等层面，，与发达国家相比都有着很大的差距。其主要原因就是营销观念不够先进，营销经验不足，对市场的细化不够准确，效率不高，信用卡在市场的定位不够明确；开展业务中，过多的把注意力放在发卡的数量上，而忽视了信用卡产品的内在品质和外在服务质量。而且由于缺乏专业化的营销团队，致使各家商业银行不能针对不同的客户提供差变化的服务，往往只是一味的提供相似甚至完全相同的服务，这样就无法使客户区分各家商业银行的信用卡产品。由于吉林省建行的信用卡业务还处于起步阶段，并不成熟，缺乏竞争力，而且随着我国金融市场的开放脚步，省内的商业银行还需要共同面对来越来越多的拥有雄厚资本竞争力的外资银行。因此加快吉林省建行信用卡营销的发展，对于提高本行的市场竞争力和经济效益具有十分重要的意义。本文仅从银行信用卡营销角度入手，来探索适合的营销环境进行银行信用卡营销。本文运用了管理学、营销学和运筹学等多学科对信用卡的市场营销情况进行了分析。虽然随着时代的变迁，信用卡业务正逐步成为吉林省建行极为看重的和中间收入较高的个人零售业务。虽然从未停止发展信用卡业务的脚步，但是由于缺乏产品创新，营销渠道不够广泛，并没有收到十分令人满意的效果。并且由于缺乏品牌效益，没有树立鲜明的品牌特征，无法使客户各准确的区分各家商业银行的信用卡产品。因此若想在这场信用卡营销大战中占得先机，提高本行的市场竞争力和经济效益具有十分重要的意义。本文共分为四个部分，首先介绍了我国商业银行信用卡营销的基本情况与现有策略，其次对吉林省建行信用卡市场营销进行了分析，从营销战略、营销理念、营销策略组合、用卡环境、人才的培养等方面对如何促进信用卡营销的发展提出了自己的看法。希望对有效开展信用卡营销工作，改善信用卡交易结构，提高持卡人消费交易量，形成一定的规模优势和品牌优势，应对外资银行的挑战和参与国际竞争有所帮助。
[Abstract]:In recent years, China's economy has developed rapidly and healthfully, and the income status and consumption level of the vast majority of the people have also been promoted. It will inevitably lead to a comprehensive increase in the demand for personal financial services. The consumption concept of the people has changed greatly, and the consumer settlement tools have also undergone multiple changes: from eighty or ninety In the years, grain tickets, oil tickets, meat tickets, paper money after the mid 90s, and now one or more debit cards, which have been basically one or more, have gone through more than 20 years, and people slowly begin to accept the change from cash settlement to card settlement. These changes have laid a good foundation for the development of credit cards in our country. Since the Zhuhai branch of the Bank of China issued the first credit card in 1985, the credit card market in China has had a history of more than 20 years, but the credit card was only a quasi credit card at that time. And since 2000, all domestic commercial banks have really ushered in the high tide of credit card issuers. Up to now, there are more than 30 in our country. Commercial banks issued credit cards with 270 million credit card issuers. In the fourth quarter of 2011, the overdraft of RMB credit card was about 20 billion yuan, accounting for 21% of the residents' short-term consumer loans. This series of data shows that credit cards have gradually become one of the formula of personal consumer loans.
China will be one of the largest credit card markets in the world in the next 10 years. It is also a competitive place for foreign banks to fully enter the RMB business after 2006. Although China's commercial banks have been vigorously marketing their credit cards, the effect is not satisfactory, the domestic banks are facing the social credit system, or are in operation. The main reason is that the marketing concept is not advanced enough, the marketing experience is insufficient, the market is not refined enough, the efficiency is not high, the credit card is not clearly defined in the market, and too much attention is put on the quantity of the card in the business. On the other hand, the inherent quality and the external service quality of credit card products are ignored. And because of the lack of professional marketing team, the commercial banks can not provide different services for different customers, often only provide similar and even the same services blindly, so that customers can not distinguish the commercial banks from each other. Credit card products. Because the credit card business of the Jilin Construction Bank is still in its infancy, it is not mature and lack of competitiveness. With the opening of the financial market in China, the commercial banks in the province need to face more and more foreign banks with strong capital competitiveness. Therefore, the credit card marketing of the Construction Bank of Jilin province is accelerated. The development of the bank is of great significance for improving the market competitiveness and economic benefits of the bank. This paper, starting with the marketing angle of the bank credit card, explores the suitable marketing environment to carry out the marketing of bank credit card. This paper analyzes the marketing situation of credit card by using management, marketing and operations research. Although with the change of the times, credit card business is becoming the most important personal retail business of Jilin Construction Bank. Although it has never stopped developing credit card business, it has not received very satisfactory results because of lack of product innovation and lack of marketing channels. And because of the lack of satisfactory results. The brand benefit, which does not establish the distinctive brand characteristics, can not make the customers distinguish the credit card products of each commercial bank accurately. Therefore, it is of great significance to improve the market competitiveness and economic benefits of the bank in this credit card marketing war. This paper is divided into four parts, first of all, we introduce our country. The basic situation of commercial bank credit card marketing and the existing strategy, followed by the analysis of the Jilin CCB credit card market marketing, from marketing strategy, marketing concept, marketing strategy combination, the use of card environment, personnel training and other aspects of the development of credit card marketing to promote the development of their own views. Hope to effectively carry out credit cards. Marketing work, improving the structure of credit card transaction, improving the quantity of cardholder's consumption, forming a certain scale advantage and brand advantage, is helpful to the challenge of foreign banks and participation in international competition.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

【参考文献】