兴业银行信用卡交叉营销优化策略

发布时间：2018-04-18 11:26

本文选题：信用卡 + 交叉营销　；参考：《华东师范大学》2014年硕士论文

【摘要】：经过十余年的发展,中国的信用卡市场早己从最初的以增加投资为导向的跑马圈地阶段转化为维护现有客户发展衍生产品和服务的成熟阶段。在这一阶段,银行面临的挑战和机遇都与以往不同。而与此同时,商业银行所面临的挑战也异乎寻常,在2013年国家开始了开放民营资本进入银行业的步伐。民间资本的流入以及互联网金融的繁荣昌盛,都使得传统的银行业在获客等方面有着比以往更加困难的境地。对银行来说,开发交叉营销的需求越来越强烈了。而作为商业银行股份制银行代表的兴业也是如此。在30余年的银行经营以及10多年信用卡经营之后,已经累积了相当规模的客户。而再扩张客户资源,则需要比以往更多的边际获客资本,更多的资金人员投入在网点建设,销售渠道的铺开,分支行的扩张等等。不失为一种浪费。而兴业已有的是已经成规模的银行以及信用卡客户,客户在银行的关系仍较弱,通常只有一种或少数几种服务和产品,交叉营销可以使得利用已有资源的基础上增加效益和利润,同时节约了成本。本文将结合国内外己有交叉销售理论及行业应用,分析兴业银行信用卡交叉营销现状,针对现有的薄弱环节,外在机遇等,从银行销售渠道的转变,经营模式的更新等提出优化策略和建议。
[Abstract]:After more than a decade of development, the credit card market in China has changed from the initial stage of increasing investment to the mature stage of maintaining existing customers to develop derivative products and services.At this stage, the challenges and opportunities facing banks are different.At the same time, the challenges faced by commercial banks were extraordinary, and in 2013 the country began to open private capital into the banking sector.The inflow of private capital and the prosperity of Internet finance make the traditional banking industry more difficult than ever.For banks, the need for cross-marketing is growing.And as a commercial bank shareholding banks on behalf of Societe Generale is the same.After more than 30 years of banking and more than 10 years of credit card operations, has accumulated a considerable number of customers.And to expand customer resources, we need more marginal capital than ever before, more capital personnel to invest in the construction of network, the spread of sales channels, the expansion of branches and so on.It is a waste.What Societe Generale already has is already a large number of banks and credit card customers, whose relationship with the bank is still weak, usually with only one or a few services and products.Cross-marketing can make use of available resources to increase efficiency and profits, while saving costs.This paper will analyze the current situation of credit card cross marketing in Xingye Bank, aiming at the existing weak links, external opportunities and so on, from the transformation of bank sales channels, combined with the domestic and foreign cross-selling theory and industry application, the paper will analyze the current situation of credit card cross-marketing in Xingye Bank.The update of business model puts forward the optimization strategy and suggestion.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.2

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