中国建设银行吉林省分行信用卡营销策略研究

发布时间：2018-01-14 07:23

本文关键词：中国建设银行吉林省分行信用卡营销策略研究　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：根据国外成熟经验，国际发达商业银行的个人业务利润贡献度一般达到利润总额的30%-60%，而信用卡在其中通常占到50%左右，信用卡业务已经成为国际一流商业银行重要的利润来源。以美国银行为例，2006年美国银行净收入中，全球消费者与小企业业务占55%，，而其中信用卡又占了51%。国外商业银行经营的实践一再表明，个人业务竞争归根到底是个人中高端客户之争，信用卡做为拓展和锁定中高端客户群体的重要产品，对商业银行个人业务的发展具有重要意义。国内信用卡经过近十年的爆炸式增长，竞争日趋白热化，发卡量从2003年的500万张，发展到2013年的3.91亿张。国内领先的发卡银行纷纷将信用卡作为其一项战略性业务加快发展；同时，外资银行通过合资合作的方式进入中国信用卡市场，成为国内信用卡市场新的竞争力量。与此同时，我国信用卡市场也存在诸多问题，如市场意识不强、营销手段匮乏、服务意识弱等，导致只注重发卡数量，不注重发卡质量；重复发卡、死卡增多，资源浪费等问题。本文以建设银行吉林省分行为研究对象，通过文献研究以及理论联系实际的方式，以建设银行吉林省分行信用卡的发卡历程以及与同类金融机构的差异性做为背景资料，对建设银行吉林省分行的营销现状、目前存在的营销问题进行梳理，对信用卡营销的宏观环境、市场环境以及建设银行吉林省分行SWOT进行分析，明确建设银行吉林分行信用卡的市场细分、目标市场和市场定位。通过以上研究结果表明，目前吉林省信用卡市场持卡人存在以下特征⑴对信用卡产品由最初的不接受、拒绝到现在的了解和习惯。⑵更看重的是增值服务的含金量如分期付款业务。⑶选择哪一家发卡银行，与客户自身的其他银行业务相关联，考虑使用、到期还款的便利性。会考虑网点数量、还款便利性等因素⑷售后服务工作是否到位。⑸客户得到的实惠到底有多大？如加油折扣、美食折扣等。⑹持卡人习惯经常使用1-2张信用卡。⑺申办的便利性，初始额度的高低。由此，得出结论，应注重以服务为基础，以特色产品为吸引，以不同阶层客户为覆盖，设计适合不同客户的不同产品。同时，打造建设银行吉林省分行专属品牌，多种营销渠道相结合，发挥国有商业银行品牌效应和客户优势，以雄厚的客户资源为基础，以网点为依托，持续保持同业领先位置。
[Abstract]:According to the mature experience of foreign countries, the personal profit contribution of the international developed commercial banks generally reaches 30 to 60 percent of the total profits, and credit cards usually account for about 50% of the total profits. Credit card business has become an important source of profits for the world's top commercial banks. In 2006, Bank of America, for example, accounted for 55% of the net income of Bank of America. Among them, credit card accounts for 51. the practice of foreign commercial banks has repeatedly shown that the competition of personal business is, in the final analysis, a dispute between the high-end customers of individuals. Credit card, as an important product to expand and lock up the high-end customer group, is of great significance to the development of personal business of commercial banks. After nearly a decade of explosive growth of domestic credit cards, competition is becoming more and more intense. The number of credit cards issued has increased from 5 million in 2003. In 2013, 391 million card issuing banks in China took credit cards as a strategic business to speed up their development. At the same time, foreign banks enter the Chinese credit card market through the way of joint venture and cooperation, and become a new competitive force in the domestic credit card market. At the same time, there are many problems in our credit card market, such as weak market awareness. Lack of marketing means, weak service awareness, etc., resulting in only pay attention to the number of cards issued, not to pay attention to the quality of cards; Repeated cards, increased deadcards, waste of resources and other issues. This paper takes the Jilin Branch of China Construction Bank as the research object, through the literature research and the way of connecting theory with practice. Based on the credit card issuing process of China Construction Bank Jilin Branch and the differences between the credit card and the similar financial institutions, this paper combs the current marketing situation and the existing marketing problems of the Jilin Branch of China Construction Bank. This paper analyzes the macro environment of credit card marketing, market environment and SWOT of China Construction Bank Jilin Branch, and clarifies the market segmentation, target market and market orientation of credit card in Jilin Branch of China Construction Bank. Through the above research results show that the current credit card market holders in Jilin Province exist the following characteristics of credit card products from the initial non-acceptance. Decline to now understanding and habit .2 is more important for value-added services such as installment business. 3 choose which card issuing bank, associated with the customer's own other banking business, consider using it. Maturity repayment convenience. Will consider the number of outlets, repayment convenience and other factors 4 whether the after-sales service work in place. 5 customers get the benefits in the end how big? Such as refueling discount, food discount and other .6 cardholders are accustomed to using 1-2 credit cards to apply for convenience, the level of the initial quota. From this, it is concluded that we should pay attention to the service as the basis. With the characteristic product as the attraction, with the different class customer as the cover, designs the different product suitable for the different customer. At the same time, creates the construction bank Jilin province branch exclusive brand, the many kinds of marketing channels unifies. Bring into play the brand effect and customer advantage of state-owned commercial banks, take abundant customer resources as the foundation, take the network as the support, and keep the leading position of the same trade continuously.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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