湛江建行信用卡营销策略优化研究

发布时间：2018-07-07 11:27

本文选题：信用卡 + 湛江建行　；参考：《中南大学》2012年硕士论文

【摘要】：信用卡是上世纪70年代末进入中国的,虽然起步较晚,但在中国的扩张速度惊人,特别是从2003年到2007年期间我国信用卡发卡量呈现“井喷式”的增长态势,信用卡发卡量年均增长80%,呈几何级数增长,从2009年开始增速开始有所减缓,趋于理智平稳发展态势但仍保持年均30%的增速。各大银行都意识到信用卡业务的巨大市场潜力和利润空间,纷纷各显神通奋力抢占市场。湛江建行前几年抓住了大发展的机遇,信用卡业务取得了一定成效。但随着行业发展步伐的减缓,湛江建行信用卡业务遭遇发展“瓶颈”,营销策略中存在的市场细分不足、产品功能单一、营销渠道狭窄、营销模式简单、服务未到位等种种问题制约了业务的发展。如何针对存在问题进行营销策略优化、实现发卡规模和发卡质量同步发展是今后湛江建行信用卡业务突破发展瓶颈、取得长足发展的关键。本文在收集整理湛江建行信用卡业务资料和数据的基础上,进行市场调查研究,结合湛江的市场环境,分析了湛江建行信用卡营销现状及存在问题,重点针对营销策略中存在的问题提出湛江建行信用卡营销策略优化对策,包括科学细分市场、丰富产品功能、拓宽营销渠道、尝试营销新模式及完善服务体系等五大方面的优化对策,希望通过对本课题的系统研究,从长远发展的角度为湛江建行信用卡的营销优化提供有建设意义的对策,促进湛江建行信用卡业务持续、健康、快速发展。
[Abstract]:Credit cards entered China at the end of the 1970s. Although they started late, the expansion rate in China is striking. Especially, from 2003 to 2007, the number of credit cards issued in China showed a "blowout" growth trend. Credit card issuance increased by 80 percent a year, increasing in geometric order. Since 2009, the growth rate has slowed down, tending to be rational and stable, but still maintaining an average annual growth rate of 30 percent. Aware of the huge market potential and profit margin of credit card business, banks are scrambling to seize the market. Zhanjiang Construction Bank seized the opportunity of great development a few years ago, credit card business has achieved certain results. However, with the slowing down of the development of the industry, the credit card business of Zhanjiang Construction Bank has encountered the "bottleneck" of development, the market segmentation in the marketing strategy is insufficient, the function of the product is single, the marketing channel is narrow, and the marketing mode is simple. Service is not in place and so on a variety of problems restricted the development of business. How to optimize the marketing strategy and realize the synchronous development of card issuing scale and card quality is the key for Zhanjiang Construction Bank to break through the bottleneck of credit card business and make great progress in the future. On the basis of collecting and arranging the credit card business data and data of Zhanjiang Construction Bank, this paper carries on the market investigation and research, combining the Zhanjiang market environment, analyzes the Zhanjiang Construction Bank credit card marketing present situation and the existence question. Focusing on the problems existing in the marketing strategy, the paper puts forward the optimization countermeasures of credit card marketing strategy of Zhanjiang Construction Bank, including scientific market segmentation, rich product functions, and widening of marketing channels. This paper tries to optimize the marketing model and perfect the service system in five aspects. Through the systematic research on this subject, the author hopes to provide constructive countermeasures for the credit card marketing optimization of Zhanjiang Construction Bank from the perspective of long-term development. Promote Zhanjiang Construction Bank credit card business to continue, healthy and rapid development.
【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】：F274;F832.33

【参考文献】