宁夏银行信用卡营销策略研究

发布时间：2018-12-25 15:57

【摘要】：信用卡是一种特殊商品,是支付工具和循环信贷的成功结合,是开展消费信贷的重要方式,它也是一项综合性强、涉及面广、流程复杂的金融业务,具有高投入、高收益、高风险的业务特性,受到全球金融业界的重视。随着宏观环境的不断改善、商业银行的经营转型以及市场竞争的自身需要,各商业银行纷纷加大了信用卡业务的市场营销力度。本文运用营销理论,对国内信用卡宏观环境和内部环境进行了分析,从宁夏银行信用卡营销现状出发,通过SWOT分析,阐述了宁夏银行信用卡的发展现状及其优劣势、面临的机遇和困难,指出宁夏银行信用卡仍处于市场培育阶段,应集中优势资源,聚焦局部市场,实施差异化营销策略,并就宁夏银行信用卡业务差异化营销策略的指导原则、市场定位及具体措施提出了较为完善的建议,并给出了该营销策略实施的途径、模式。文中的分析结合了笔者工作中遇到的大量实际情况,营销策略制定详细可行,策略实施的组织保障具体实用。将所学理论知识真正应用于实践工作的指导思想与写作思路,使得本文研究成果对宁夏银行信用卡业务具有较强的现实指导意义。
[Abstract]:Credit card is a special commodity, is a successful combination of payment tools and circular credit, is an important way to develop consumer credit, it is also a comprehensive, extensive, complex process of financial business, with high investment, high returns, High-risk business characteristics, by the global financial industry attention. With the improvement of macro environment, the business transformation of commercial banks and the needs of market competition, commercial banks have increased the marketing of credit card business. Based on the marketing theory, this paper analyzes the macro environment and internal environment of domestic credit card. Starting from the present situation of credit card marketing in Ningxia Bank and through SWOT analysis, this paper expounds the development status and advantages and disadvantages of credit card in Ningxia Bank. This paper points out that the credit card of Ningxia Bank is still in the stage of market cultivation, and should concentrate on the advantage resources, focus on the local market and implement the differentiated marketing strategy. The guiding principles of the differentiated marketing strategy of the credit card business of Ningxia Bank are also pointed out. The market orientation and concrete measures are put forward, and the way and mode of implementing the marketing strategy are given. The analysis in this paper combines with a large number of practical situations in the work of the author, the marketing strategy is made in detail and feasible, and the organizational support for the implementation of the strategy is practical and practical. The guiding ideology and writing idea of applying the theoretical knowledge to the practical work make the research results of this paper have strong practical guiding significance for the credit card business of Ningxia Bank.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.2

【共引文献】