建设银行内蒙古分行信用卡营销策略研究

发布时间：2018-04-13 23:00

本文选题：信用卡 + 营销策略　；参考：《内蒙古大学》2015年硕士论文

【摘要】：随着我国金融市场竞争的不断加剧,中国信用卡市场规模日益扩大,信用卡业务作为中间业务收入的主力军,拥有着高收益、高回报和高投入的特点,其巨大的利润空间,成为银行总收入的重要来源之一,是股份制银行和国有商业银行争夺的最激烈的一块市场。建设银行内蒙古分行作为内蒙地区较早开展信用卡业务的国有商业银行之一,积极实施信用卡市场营销策略,改善用卡环境,不断提高信用卡产品的品牌影响力和市场竞争力,实现累计发卡量连续三年保持同业第一水平。但是由于建行内蒙古分行信用卡业务发展时间较短,营销能力薄弱,无法找到合适的营销策略,导致信用卡业务在实现快速健康发展的同时带来了很大的障碍。本文从营销策略角度出发,首先阐述了国内外信用卡营销的经验和教训,归纳总结了建行内蒙古分行的信用卡营销策略现状,提出了信用卡营销策略中存在的问题及原因分析,得出了提高产品营销理念和创新功能、加快客户增长、提升品牌影响力、加大业务规模、提升服务水平等方面的营销策略,从长远发展的角度为提升建行内蒙古分行信用卡的营销策略提供有建设性意义的建议,从而探索一条旨在促进建行内蒙古分行信用卡营销业务快速健康发展的道路。
[Abstract]:With the competition of China's financial market is increasing, China credit card market scale expands gradually, the credit card business as the main force of intermediate business income, with high yield, high return and high investment characteristics, its huge profit margins, become one of the important sources of the total revenue of the bank, is a most intense market joint-stock banks and state-owned commercial banks to compete. One of the State-owned Commercial Bank of Inner Mongolia branch of China Construction Bank as the Inner Mongolia region earlier in the credit card business, and actively implement the marketing strategy of credit card, with the card to improve environment, and constantly improve the credit card product brand influence and market competitiveness, the first level of the peers in total issuance volume for three consecutive years but because of the credit card business development of CCB Inner Mongolia branch in a relatively short time, marketing ability is weak, unable to find a suitable marketing strategy, leading to the credit card industry The service has brought great obstacles in the realization of the rapid and healthy development. At the same time. This paper from the perspective of marketing strategy, first elaborated the domestic and foreign credit card marketing experience and lessons, summed up the Inner Mongolia branch of China Construction Bank credit card marketing strategy present situation, put forward the existing problem and reason analysis of credit card marketing strategy, improve the the product marketing concept and innovation function, accelerate customer growth, enhance the brand influence, increase business scale, enhance the service level of the marketing strategy, from the perspective of long-term development to enhance the CCB Inner Mongolia branch of credit card marketing strategies and provide constructive suggestions, so as to explore a aims to promote the Inner Mongolia branch of China Construction Bank credit card marketing business fast and healthy development of the road.

【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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