基于问卷调查的XX银行金融IC卡业务营销策略研究

发布时间：2018-03-03 11:20

本文选题：金融IC卡　切入点：营销推广　出处：《电子科技大学》2014年硕士论文　论文类型：学位论文

【摘要】：金融IC卡在国内经历10多年的探索与实践逐步走向成熟,除具备比传统银行卡更多的功能外,还可与行业应用相结合,并在互联网支付、移动支付等方面大有可为。长期来看,金融IC卡是银行卡一大发展趋势。本研究基于银行卡发展历程、EMV迁移相关理论及营销管理理论,及图表分析发现XX银行金融IC卡业务发展过程中存在部分问题,但为了更加全面的反应XX银行金融IC卡发展问题,经过调查问卷的形式进行了系统分析。问卷研究中共涉及四大类,包括从XX银行金融IC卡使用功能,使用渠道,定价情况,营销推广情况四个方面,持卡人基于感觉对问题进行打分。本研究问卷主要通过互联网问卷星的链接向调查对象发放,主要调研人群包括企业白领以及外来务工人员。通过调查问卷调研后发现:持卡人对金融IC卡产品较为认可,并对其功能多应用有较大的需求;持卡人对金融IC卡小额支付功能应用了解较少;持卡人对金融IC卡资费下调需求较大;金融IC卡对持卡人的优惠服务亟待提升;金融IC卡在公益宣传方面力度较弱等问题。通过图表分析和调查问卷分析,运用STP营销战略和4Ps营销理论,得出XX银行金融IC卡营销推广的重点在于:通过准确的市场定位,使客户充分了解产品的特点,并为客户选择差异化的产品;通过科学的市场细分,了解客户还未得到满足的需求,能获得更多的营销机会,以此在激烈的竞争中立足;慎重选择目标市场,在市场细分的基础上圈定适合自身发展的市场,使之成为自身资源与客户需求的最佳切合点。
[Abstract]:The financial IC card has experienced more than 10 years of exploration and practice in China and has gradually matured. In addition to having more functions than the traditional bank card, it can also be combined with the application of the industry, and has great potential in Internet payment, mobile payment, and so on. In the long run, Financial IC card is a great developing trend of bank card. Based on the theory of EMV migration and marketing management of bank card, this study finds that there are some problems in the development of XX bank's financial IC card business. However, in order to respond more comprehensively to the development of XX Bank's financial IC card, a systematic analysis has been made through the form of the questionnaire. The questionnaire research involves four major categories, including the use function, channel and pricing situation of XX Bank's financial IC card. There are four aspects of marketing promotion: cardholders score the questions based on their feelings. The questionnaire is distributed to the respondents through the link of the Internet questionnaire star. The main research crowd includes enterprise white-collar workers and migrant workers. Through the questionnaire survey, it is found that the cardholders are more approbable to the financial IC card products, and have a greater demand for their multi-function application; Cardholders have little understanding of the application of financial IC card micro-payment function; cardholders have a greater demand for financial IC card tariff reduction; financial IC card preferential services for cardholders need to be improved urgently; Through chart analysis and questionnaire analysis, using STP marketing strategy and 4Ps marketing theory, it is concluded that the emphasis of XX bank financial IC card marketing promotion lies in: through accurate market positioning, Make customers fully understand the characteristics of products, and choose differentiated products for customers; through scientific market segmentation, understand the needs of customers have not been met, can get more marketing opportunities, so as to stand in the fierce competition; The target market should be carefully selected, and the market suitable for its own development should be determined on the basis of market segmentation, so as to make it the best fit point for its own resources and customers' needs.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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