中国民生银行信用卡市场营销策略研究

发布时间：2018-01-28 12:15

本文关键词： 信用卡营销策略市场营销　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：摘要：我国信用卡行业发展迅速,市场影响力日益增强。目前,信用卡在促进经济增长、扩大居民消费、降低交易成本等方面,都发挥着非常重要的作用。信用卡产品虽对当今社会经济有着很大贡献,但也存在非常大的挑战。中国民生银行从2005年起开展信用卡业务,起步较晚,发展时间短,如何应对激烈的市场竞争,在困境中发挥自身优势,是当前面临的亟待解决的重要现实问题。为此,中国民生银行信用卡中心必须从自身实际情况出发,充分发挥自身优势,探寻出一套适合当前市场竞争并适合民生银行自身发展的信用卡营销策略。因此,针对信用卡产品营销策略的研究对民生银行信用卡中心的业务发展有着重要的现实研究意义和研究价值。论文首先阐述了研究背景及意义,研究的思路和方法,并做了相关理论综述。在市场营销、营销策略等相关理论阐述的基础上,结合民生银行信用卡营销所处的具体竞争环境,详尽分析了当前民生银行信用卡业务的营销现状,指出了民生银行信用卡营销发展中存在的主要问题及问题成因,研究并提出了民生银行信用卡STP战略,以战略为指引,围绕市场定位,提出了有针对性的4P组合策略。通过对民生银行信用卡的系统研究,有利于充分发挥民生银行信用卡的客户、渠道、产品、服务等资源优势,使信用卡营销在机遇与挑战并存的环境下谋求更大的发展。论文的创新点在于,紧紧围绕客户群的市场定位,系统总结并提出了针对信用卡的营销组合策略,为中国民生银行信用卡营销提供了一套较为系统完整的营销策略方案。论文的研究成果对于民生银行有效提升信用卡产品市场营销策略水准并实现价值增值具有重要的现实指导意义和参考价值,对其他银行的营销策略也具有一定的借鉴作用。
[Abstract]:Absrtact: the credit card industry in our country is developing rapidly and the market influence is increasing day by day. At present, the credit card is promoting the economic growth, expanding the resident consumption, reducing the transaction cost and so on. Credit card products have a great contribution to today's social economy, but there are also great challenges. Minsheng Bank of China has started its credit card business since 2005. The development time is short, how to deal with the fierce market competition, and how to give full play to their advantages in the predicament, is an important practical problem to be solved urgently. The credit card center of Minsheng Bank of China must start from its own actual situation, give full play to its own advantages, and explore a set of credit card marketing strategies suitable for the current market competition and the development of Minsheng Bank itself. The research on the marketing strategy of credit card products has important practical significance and research value for the business development of the credit card center of Minsheng Bank. Firstly, the paper describes the research background and significance, research ideas and methods, and do a summary of relevant theories. On the basis of marketing, marketing strategy and other related theories. Combined with Minsheng Bank credit card marketing in the specific competitive environment, detailed analysis of the current Minsheng Bank credit card business marketing status. This paper points out the main problems and causes of the problems in the development of the credit card marketing of Minsheng Bank, studies and puts forward the credit card STP strategy of Minsheng Bank, which is guided by the strategy and revolves around the market orientation. Through the systematic research on the credit card of Minsheng Bank, it is helpful to give full play to the resources advantage of the credit card of Minsheng Bank, such as customer, channel, product, service and so on. Credit card marketing in the environment of opportunities and challenges to seek greater development. The innovation of the paper is closely around the market positioning of customer groups, a systematic summary and proposed for the credit card marketing mix strategy. For China Minsheng Bank credit card marketing to provide a more systematic and complete marketing strategy. The research results of this paper have important practical guiding significance and reference value for Minsheng Bank to effectively improve the marketing strategy level of credit card products and realize the value added. The marketing strategy of other banks also has certain reference function.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F274

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