我国信用卡品牌经营问题研究
发布时间:2018-10-26 09:51
【摘要】: 我国信用卡市场经过二十多年的发展,已经由最初的数量竞争转为品牌竞争,越来越多的发卡机构加入到利润丰厚的信用卡市场,在竞争的环境中,各发卡机构要吸收目标持卡人、保留原有持卡人群体,必须重视品牌经营,品牌是其服务个性化的体现。品牌经营作为现代企业一种新的竞争战略,是市场经济日益发展、竞争日趋激烈的必然产物,品牌经营具有赢得客户、创造利润、实现可持续发展的经济效应。 品牌经营是一项全方位的工作,也是一项需要持续投入的长期工作,发卡机构需要有清晰的思路。在品牌经营中,发卡机构一方面要结合整体的发展战略,与发卡机构的经营使命相结合,对品牌经营进行长期规划,以信用卡品牌经营带动发卡机构的品牌建设;另一方面,发卡机构在对持卡人、竞争情况全面分析的基础上,结合自身实际情况,提炼出信用卡品牌独一无二的价值。 目前,我国的发卡机构品牌经营中存在随意性、品牌规划缺少系统性、品牌经营无深度等诸多问题。根据这一实际情况,本文首先从理论的高度分析了信用卡品牌经营的内涵,信用卡品牌经营是一项长期的、复杂的工程,然后客观地阐述了各发卡机构取得的成绩及存在的不足,分析了产生问题的症结所在,借鉴著名信用卡品牌经营的成功经验,提出了信用卡品牌经营的可行措施。
[Abstract]:After more than 20 years of development, the credit card market of our country has changed from the initial competition in quantity to the competition of brand. More and more credit card issuers have joined the lucrative credit card market, and in the competitive environment, In order to absorb the target cardholder and retain the original group of cardholders, each card issuing institution must attach importance to brand management, which is the embodiment of individualized service. Brand management, as a new competitive strategy of modern enterprises, is the inevitable outcome of the increasing development of market economy and fierce competition. Brand management has the economic effect of winning customers, creating profits and realizing sustainable development. Brand management is not only a comprehensive work, but also a long-term work that needs to be continuously invested. Card issuers need to have clear ideas. In the brand management, on the one hand, the card issuing organization should combine the overall development strategy with the management mission of the card issuing organization, carry on the long-term plan to the brand management, drive the brand construction of the card issuing institution with the credit card brand management; On the other hand, on the basis of the comprehensive analysis of the cardholder and the competition situation, the credit card issuing institution abstracts the unique value of the credit card brand. At present, there are many problems such as randomness, lack of systematic brand planning, lack of depth of brand management and so on. According to the actual situation, this paper first analyzes the connotation of credit card brand management from the theoretical perspective, credit card brand management is a long-term, complex project, Then the paper objectively expounds the achievements and shortcomings of the credit card issuing organizations, analyzes the crux of the problems, draws lessons from the successful experience of the famous credit card brand management, and puts forward the feasible measures for the credit card brand management.
【学位授予单位】:首都经济贸易大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:F832.2
[Abstract]:After more than 20 years of development, the credit card market of our country has changed from the initial competition in quantity to the competition of brand. More and more credit card issuers have joined the lucrative credit card market, and in the competitive environment, In order to absorb the target cardholder and retain the original group of cardholders, each card issuing institution must attach importance to brand management, which is the embodiment of individualized service. Brand management, as a new competitive strategy of modern enterprises, is the inevitable outcome of the increasing development of market economy and fierce competition. Brand management has the economic effect of winning customers, creating profits and realizing sustainable development. Brand management is not only a comprehensive work, but also a long-term work that needs to be continuously invested. Card issuers need to have clear ideas. In the brand management, on the one hand, the card issuing organization should combine the overall development strategy with the management mission of the card issuing organization, carry on the long-term plan to the brand management, drive the brand construction of the card issuing institution with the credit card brand management; On the other hand, on the basis of the comprehensive analysis of the cardholder and the competition situation, the credit card issuing institution abstracts the unique value of the credit card brand. At present, there are many problems such as randomness, lack of systematic brand planning, lack of depth of brand management and so on. According to the actual situation, this paper first analyzes the connotation of credit card brand management from the theoretical perspective, credit card brand management is a long-term, complex project, Then the paper objectively expounds the achievements and shortcomings of the credit card issuing organizations, analyzes the crux of the problems, draws lessons from the successful experience of the famous credit card brand management, and puts forward the feasible measures for the credit card brand management.
【学位授予单位】:首都经济贸易大学
【学位级别】:硕士
【学位授予年份】:2008
【分类号】:F832.2
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