XX银行信用卡业务营销策略研究

发布时间：2018-03-14 01:29

本文选题：XX银行　切入点：信用卡　出处：《四川师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：在金融市场越来越成熟的今天,我国银行信用卡业务的发展速度也越来越快。营销是信用卡业务发展中重要的经营活动,直接关系到其业务发展的规模和方向。因此,信用卡业务营销策略的选择是各家银行在发展此业务时都务必慎重思考的一个重要课题。XX银行信用卡业务在商业银行信用卡行业里处于领先地位,在竞争进入白热化的今天,XX银行信用卡业务如何保持其竞争优势,值得研究。因此,讨论XX银行信用卡业务营销策略具有重要意义。目前,我国信用卡市场已有越来越多的竞争者。巨大的信用卡市场成为各竞争者看中并争相抢占的对象。信用卡业务也开始在银行业务中占据越来越重要的地位。在国内金融改革的现行环境中,各家银行都在寻找新的利润增长点。通过参考国外银行发展经验,积极发展中间业务是当前银行业内达成的共识。而信用卡业务有别于中间业务,是银行业务中新的利润来源。因此,信用卡业务的营销策略既有银行业务营销策略的共同点,也有其业务自身具有的不一样的特点。相较于银行普通信贷业务而言,信用卡业务有着高风险、高收益的特点。因为信用卡业务是基于无抵押、无担保的前提下开展的,因此在营销此业务时如何控制风险,如何获取高收益,都给银行提出了更严苛的要求。在本文中,笔者在对XX银行信用卡业务发展现状的大量数据分析基础上,通过SWOT分析法,与其它竞争者的对比中,结合营销理论,提出适合XX银行信用卡业务发展的营销策略。笔者提出XX银行信用卡营销策略中应侧重品牌建设,加强产品创新,建立与维护银行与客户之间良性商业互动关系体系。希望本文的研究结果能够为国内银行在信用卡业务中获得良好发展尽一点绵薄之力。
[Abstract]:In the financial market becomes more mature today, the pace of development of China's credit card business is growing fast. Marketing is the development of credit card business in the important business activities, directly related to the size and direction of its business development. Therefore, the credit card business marketing strategy is an important issue in the.XX bank credit in the business development bank must carefully think about the card business in the commercial bank credit card industry in a leading position in the competition to enter the white hot today, the XX bank credit card business to maintain its competitive advantage, is worth studying. Therefore, the discussion has important significance of XX bank credit card business marketing strategy. At present, China the credit card market has been more and more competitors. The huge credit card market has become the object of all competitors. Fancy and eager to seize the credit card business also began to occupy more in the banking business To the more important position. In the current environment of domestic financial reform, banks are looking for new profit growth point. Through the development of reference the experiences of foreign banks, the positive development of intermediate business is the current banking industry reached consensus. Credit card business is different from the intermediate business is a new source of profits in the banking business. Therefore, the marketing strategy of credit card business both in common bank business marketing strategy, has its business has its own different characteristics. Compared with the ordinary credit business of banks, credit card business has a high risk, high return characteristics. Because the credit card business is based on the premise of unsecured unsecured. Next, so in this marketing business how to control the risk, how to obtain high yields, gave the bank made more stringent requirements. In this paper, the author of the XX bank credit card business development is big The amount of data on the basis of the analysis, through SWOT analysis, comparing with other competitors, based on marketing theory, put forward the suitable XX bank credit card business development marketing strategy. The author puts forward the XX bank credit card marketing strategy should focus on brand building, strengthen product innovation, establish and maintain the benign interaction between the bank and the commercial customer relationship system. We hope we can get a good development for the domestic banks in the credit card business as a little bit.

【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.2

【参考文献】