Z银行信用卡客户的电话营销策略研究

发布时间：2018-04-18 03:29

本文选题：电话营销 + 客户价值　；参考：《大连理工大学》2013年硕士论文

【摘要】：Z银行是国内资本实力最雄厚的商业银行之一,是一家快速增长并具有强大综合竞争力的全国性股份制商业银行。 Z银行信用卡中心是Z银行的信用卡业务专营机构,从2002年底建立到现在已经近10年时间,这10年的时间是中国信用卡行业快速发展的10年。截止目前,Z银行信用卡中心累计发卡量已超过2000万张,全年交易额超过2500亿元、全年盈利超15亿元,位列股份制商业银行前列。Z银行信用卡中心正凭借自己先进的经营水平与业务模式,在国内激烈的信用卡行业市场竞争中脱颖而出,取得一席之地。作为一种新兴的营销模式,电话营销已在国外已经被广泛使用并取得巨大成功。与信用卡的发展类似,其在中国的发展也是近在10年间逐步走向成熟。目前,各银行电话销售业务已初具规模,电话营销已经成为信用卡发行和客户关系管理(CRM)的重要手段。作为较早开展信用卡电话营销的银行之一,Z银行针对目标客户展开了精准的数据库营销,在近几年实现了高速发展,弥补了直销渠道在获取及经营目标客户方面的不足。但随着互联网等低成本渠道的诞生,电话营销渠道存在的短板也日益显现。如何针对信用卡业务特点,发挥电话营销渠道优势,选定最优营销策略,已经成为Z银行信用卡中心亟待思考解决的问题。本文将以Z银行信用卡电话营销渠道为案例,运用电话营销的相关理论,提出基于客户价值管理的z银行信用卡电话营销的发展方向及营销策略,并希望能对电话营销在信用卡产业的创新应用提供一些启发。
[Abstract]:Z Bank is one of the most powerful commercial banks in China. It is a national joint-stock commercial bank with rapid growth and strong comprehensive competitiveness.Z bank credit card center is the credit card business franchise of Z bank. It has been nearly 10 years since it was established at the end of 2002. This 10 years has been a decade of rapid development of credit card industry in China.Up to now, the credit card center of Bank of China has issued more than 20 million cards, with a total turnover of more than 250 billion yuan and a profit of more than 1.5 billion yuan in the whole year.The credit card center of Z bank, which is in the forefront of joint-stock commercial bank, is standing out in the fierce market competition of credit card industry in China with its own advanced management level and business model.As a new marketing model, telephone marketing has been widely used in foreign countries and achieved great success.Similar to the development of credit cards, its development in China is gradually maturing in the past 10 years.At present, telephone sales of banks have taken shape, and telephone marketing has become an important means of credit card issuance and CRM (customer relationship Management).As one of the banks that carried out credit card telephone marketing earlier, Bank Z has carried out accurate database marketing for the target customers, which has achieved rapid development in recent years, and made up for the shortcomings of direct marketing channels in obtaining and operating target customers.But with the birth of the Internet and other low-cost channels, the existence of telephone marketing channels of the short board is also increasingly apparent.How to give full play to the advantage of telephone marketing channel and choose the best marketing strategy according to the characteristics of credit card business has become the urgent problem to be solved by the credit card center of Z bank.This article will take Z bank credit card telephone marketing channel as the case, uses the telephone marketing related theory, proposes the development direction and the marketing strategy of the z bank credit card telephone marketing based on the customer value management.It also hopes to provide some inspiration for the innovative application of telephone marketing in credit card industry.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.33

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