客户细分模型在中信银行信用卡营销中的应用研究
发布时间：2018-08-25 07:53
【摘要】：信用卡作为当前社会一种全新的货币形态,是个人信用与社会经济的联结点,是联结金融、电子科技、商业贸易的桥梁和纽带。它是商品生产和市场经济发展的产物,同时又对经济发展产生重要影响,特别是对当前促进经济增长,降低社会交易成本,促进商品流通发挥着积极的作用。 推销信用卡与销售其他产品不同,一般产品卖出去后交易基本完成,而信用卡发卡后交易才刚刚开始,必须要让客户消费刷信用卡银行才有可能获利。如何寻找信用卡的潜在客户?怎么让信用卡持卡人持续消费?总体来说,现在银行信用卡行业面临的主要问题是：怎样寻找到真正的信用卡客户?怎样让客户消费时使用本行信用卡?对于以上疑难问题,应用建立在海量数据管理之上的数据挖掘技术,建立已有客户的细分模型是一个行之有效的解决办法。 本文首先简述了我国银行信用卡业务发展的历史和现状,着重分析了新阶段我国商业银行信用卡业务面临的四个方面的压力,引出信用卡客户的数据挖掘,精准有效的客户细分是银行信用卡业务下一个阶段营销的必由之路；第二章简要介绍了市场营销的基本理论、客户关系管理理论、客户细分理论、数据挖掘理论;第三章,介绍并分析了中信银行信用卡在发展过程中遇到的问题,对中信银行信用卡的经营环境及营销策略做了简要的分析,并阐述信用卡对我国社会经济发展的意义；第四章,结合中信银行的实际情况,对截至2010年11月底的中信银行信用卡客户进行客户及消费行为分析,按照客户细分模型划分出了九个细分客群,并逐一对每个客户细分群进行了风险级别、卡级别占比、消费占比高前五类商户、经营分析和市场策略分析。第五章,基于客户细分模型,对中信银行最近两年的推出的信用卡新产品和大型市场活动进行分析。这些案例可以证明客户细分模型在实际工作中,有着极其重要的指导作用。
[Abstract]:Credit card, as a new form of money in the current society, is the link between personal credit and social economy, and a bridge and link between finance, electronic technology, commerce and trade. It is the product of commodity production and the development of market economy, at the same time it has an important influence on economic development, especially on promoting economic growth, reducing social transaction cost and promoting commodity circulation. Marketing credit cards is different from selling other products. The general products are sold and the transactions are basically completed, and the transactions after the credit card issuance are just beginning. Customers must be allowed to spend money on credit card banks in order to make a profit. How do I find potential customers for my credit card? How can credit card holders keep spending? In general, the main problem facing the banking credit card industry is: how to find real credit card customers? How can customers use their credit cards when they spend money? For the above problems, it is an effective solution to apply the data mining technology based on the massive data management to establish the existing customer segmentation model. This paper firstly introduces the history and present situation of the credit card business development of our country's banks, analyzes the pressure in four aspects of the credit card business of our country's commercial bank in the new stage, and leads to the data mining of the credit card customers. Accurate and effective customer segmentation is the only way to the next stage of bank credit card business marketing. Chapter two briefly introduces the basic theory of marketing, customer relationship management theory, customer segmentation theory, data mining theory; chapter 3, This paper introduces and analyzes the problems encountered in the development of CITIC Bank's credit card, makes a brief analysis of the operating environment and marketing strategy of CITIC Bank's credit card, and expounds the significance of credit card to the social and economic development of our country. According to the actual situation of CITIC Bank, the customer and consumer behavior of CITIC Bank credit card customers up to the end of November 2010 are analyzed. According to the customer subdivision model, nine subdivision customer groups are divided. And carried on the risk level one by one to each customer subdivision group, the card grade proportion, the consumption proportion high top five kinds of merchants, the management analysis and the market strategy analysis. Chapter 5, based on the customer segmentation model, analyzes the new credit card products and large market activities introduced by CITIC Bank in the last two years. These cases can prove that the customer segmentation model plays an extremely important guiding role in practical work.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F224
本文编号：2202250
[Abstract]:Credit card, as a new form of money in the current society, is the link between personal credit and social economy, and a bridge and link between finance, electronic technology, commerce and trade. It is the product of commodity production and the development of market economy, at the same time it has an important influence on economic development, especially on promoting economic growth, reducing social transaction cost and promoting commodity circulation. Marketing credit cards is different from selling other products. The general products are sold and the transactions are basically completed, and the transactions after the credit card issuance are just beginning. Customers must be allowed to spend money on credit card banks in order to make a profit. How do I find potential customers for my credit card? How can credit card holders keep spending? In general, the main problem facing the banking credit card industry is: how to find real credit card customers? How can customers use their credit cards when they spend money? For the above problems, it is an effective solution to apply the data mining technology based on the massive data management to establish the existing customer segmentation model. This paper firstly introduces the history and present situation of the credit card business development of our country's banks, analyzes the pressure in four aspects of the credit card business of our country's commercial bank in the new stage, and leads to the data mining of the credit card customers. Accurate and effective customer segmentation is the only way to the next stage of bank credit card business marketing. Chapter two briefly introduces the basic theory of marketing, customer relationship management theory, customer segmentation theory, data mining theory; chapter 3, This paper introduces and analyzes the problems encountered in the development of CITIC Bank's credit card, makes a brief analysis of the operating environment and marketing strategy of CITIC Bank's credit card, and expounds the significance of credit card to the social and economic development of our country. According to the actual situation of CITIC Bank, the customer and consumer behavior of CITIC Bank credit card customers up to the end of November 2010 are analyzed. According to the customer subdivision model, nine subdivision customer groups are divided. And carried on the risk level one by one to each customer subdivision group, the card grade proportion, the consumption proportion high top five kinds of merchants, the management analysis and the market strategy analysis. Chapter 5, based on the customer segmentation model, analyzes the new credit card products and large market activities introduced by CITIC Bank in the last two years. These cases can prove that the customer segmentation model plays an extremely important guiding role in practical work.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F224
【参考文献】
相关期刊论文 前3条
1 余韵;;我国信用卡营销模式分析及改进[J];北方经济;2009年21期
2 赵睿;;美国信用卡产业营销模式的创新及启示[J];改革与战略;2007年08期
3 严丽平;;基于数据挖掘的电信客户细分模型的分析与设计[J];科技广场;2007年05期
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