建行长春一汽支行信用卡业务营销策略研究
发布时间：2018-12-14 17:51
【摘要】：随着股份制改革的完成，中国建设银行的经营目标转变为股东权益最大化。因此在维持传统业务的基础上，建设银行应该把着重于开展中间业务作为长期发展的重要目标，在各种银行中间业务中信用卡业务是其重要组成部分，是大多数商业银行的主要利润来源和重要业务，是当今各大商业银行争夺中间业务收入的一块重要的领域，因此，大力发展信用卡业务对于商业银行的整体收入都起着非常重要的作用。 通过调查分析，了解到商业银行的信用卡业务经营模式，发现建行一汽支行在信用卡业务营销方面存在诸多问题，包括营销渠道较单一，信用卡产品同质化较严重，营销方法片面，服务机制不健全，人力资源培训不足等等，经分析造成上述问题的原因主要在几个方面：市场定位不明确，银行过分偏重传统营销渠道，品牌宣传建设不到位，客户服务制度不健全等等。 随后本文对建行一汽支行的营销环境做出了分析，这里的营销环境包括人口环境、科技环境、法律环境等宏观营销环境，也包括客户环境、竞争环境、内部环境等微观营销环境。在营销环境分析的基础上，对一汽支行信用卡业务进行SWOT分析，包括优势、劣势、机会、威胁四方面分析，以上的这些分析对目标市场选择和定位以及营销策略的制定都起到了理论支撑的作用，明确了一汽支行信用卡产品的发展环境。 针对信用卡业务的营销目标，本文对长春地区信用卡市场分别按地理细分、人口细分、心理细分、行为细分等方式进行了市场细分。根据市场细分的结果，对一汽支行的信用卡业务选择了目标市场并进行市场定位，其中目标市场包括还款来源稳定客户市场、区域特色业务市场以及中高端客户市场。根据目标市场和市场定位的结果，本文对一汽支行信用卡业务的营销策略组合加以设计研究，分别提出了价格策略、产品策略、渠道策略和促销策略。最后根据制定的营销策略组合，提出在人力资源方面、绩效激励方面、风险管控方面的保障措施，以保证营销策略的顺利执行。 本文的策略研究是建立在营销理论的基础上的，，对于中国建设银行长春一汽支行来说，信用卡业务营销策略对整个支行的发展来说尤为重要，可以提升在区域内和系统内的竞争力。而对于整个行业来说，对一汽支行的信用卡业务营销策略研究具有一定的代表性，可以在一定程度上解决行业在信用卡业务营销推广过程中面临的问题。
[Abstract]:With the completion of the shareholding system reform, China Construction Bank's business objectives are transformed into shareholder rights maximization. Therefore, on the basis of maintaining traditional business, China Construction Bank should focus on developing intermediary business as an important goal of long-term development, and credit card business is an important part of all kinds of intermediate business of banks. It is the main profit source and important business of most commercial banks. It is an important field for the major commercial banks to compete for the income of intermediate business. The development of credit card business plays a very important role in the overall income of commercial banks. Through investigation and analysis, we know the business model of credit card business of commercial banks, and find that FAW branch of CCB has many problems in credit card business marketing, including single marketing channel and serious homogeneity of credit card products. The marketing method is one-sided, the service mechanism is not perfect, the human resource training is insufficient and so on. The reasons for the above problems are mainly in several aspects: the market positioning is not clear, the bank is too partial to the traditional marketing channel, and the brand propaganda construction is not in place. Customer service system is not perfect and so on. Then this paper makes an analysis of the marketing environment of FAW branch of CCB. The marketing environment here includes population environment, science and technology environment, legal environment and so on. It also includes customer environment, competition environment, etc. Internal environment and other micro-marketing environment. Based on the analysis of the marketing environment, the SWOT analysis of FAW's credit card business is carried out, including four aspects: strengths, weaknesses, opportunities and threats. The above analysis plays a theoretical supporting role in the choice and positioning of target market and the formulation of marketing strategy, and clarifies the development environment of FAW credit card products. Aiming at the marketing target of credit card business, this paper divides the credit card market in Changchun area into geographical subdivision, population subdivision, psychological subdivision, behavioral subdivision and so on. According to the result of market segmentation, the target market of FAW's credit card business is selected and positioned. The target market includes stable customer market with repayment source, regional characteristic business market and middle and high-end customer market. According to the result of target market and market orientation, this paper designs and studies the marketing strategy combination of FAW credit card business, and puts forward price strategy, product strategy, channel strategy and promotion strategy respectively. Finally, according to the marketing strategy combination, the paper puts forward the safeguard measures in the aspects of human resources, performance incentive and risk control to ensure the smooth implementation of the marketing strategy. The strategy research of this paper is based on the marketing theory. For the Changchun FAW Branch of China Construction Bank, the credit card marketing strategy is particularly important to the development of the whole branch. Can enhance the competitiveness in the region and the system. For the whole industry, the research on the credit card marketing strategy of FAW sub-bank is representative, which can solve the problems in the credit card marketing promotion process to a certain extent.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2
本文编号：2379053
[Abstract]:With the completion of the shareholding system reform, China Construction Bank's business objectives are transformed into shareholder rights maximization. Therefore, on the basis of maintaining traditional business, China Construction Bank should focus on developing intermediary business as an important goal of long-term development, and credit card business is an important part of all kinds of intermediate business of banks. It is the main profit source and important business of most commercial banks. It is an important field for the major commercial banks to compete for the income of intermediate business. The development of credit card business plays a very important role in the overall income of commercial banks. Through investigation and analysis, we know the business model of credit card business of commercial banks, and find that FAW branch of CCB has many problems in credit card business marketing, including single marketing channel and serious homogeneity of credit card products. The marketing method is one-sided, the service mechanism is not perfect, the human resource training is insufficient and so on. The reasons for the above problems are mainly in several aspects: the market positioning is not clear, the bank is too partial to the traditional marketing channel, and the brand propaganda construction is not in place. Customer service system is not perfect and so on. Then this paper makes an analysis of the marketing environment of FAW branch of CCB. The marketing environment here includes population environment, science and technology environment, legal environment and so on. It also includes customer environment, competition environment, etc. Internal environment and other micro-marketing environment. Based on the analysis of the marketing environment, the SWOT analysis of FAW's credit card business is carried out, including four aspects: strengths, weaknesses, opportunities and threats. The above analysis plays a theoretical supporting role in the choice and positioning of target market and the formulation of marketing strategy, and clarifies the development environment of FAW credit card products. Aiming at the marketing target of credit card business, this paper divides the credit card market in Changchun area into geographical subdivision, population subdivision, psychological subdivision, behavioral subdivision and so on. According to the result of market segmentation, the target market of FAW's credit card business is selected and positioned. The target market includes stable customer market with repayment source, regional characteristic business market and middle and high-end customer market. According to the result of target market and market orientation, this paper designs and studies the marketing strategy combination of FAW credit card business, and puts forward price strategy, product strategy, channel strategy and promotion strategy respectively. Finally, according to the marketing strategy combination, the paper puts forward the safeguard measures in the aspects of human resources, performance incentive and risk control to ensure the smooth implementation of the marketing strategy. The strategy research of this paper is based on the marketing theory. For the Changchun FAW Branch of China Construction Bank, the credit card marketing strategy is particularly important to the development of the whole branch. Can enhance the competitiveness in the region and the system. For the whole industry, the research on the credit card marketing strategy of FAW sub-bank is representative, which can solve the problems in the credit card marketing promotion process to a certain extent.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2
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