我国商业银行信用卡营销问题研究

发布时间：2018-07-05 00:38

本文选题：商业银行 + 信用卡　；参考：《河北经贸大学》2014年硕士论文

【摘要】：作为银行零售业务的核心，信用卡业务已成为我国商业银行含金量较高的个人零售业务，各大商业银行都在不断地扩大自己在信用卡市场上的市场份额，使其信用卡的市场营销得到了较快的发展。消费者对信用卡品牌的信任感，始于点点滴滴的积累。由于信用卡是银行的无形服务最佳的表现形式，，同时也代表着商业银行的品牌影响力和服务水平，各大商业银行不惜一切代价来争夺这潜力巨大的信用卡市场。信用卡营销必将成为中国银行业高速发展的强劲动力。因此，我国商业银行如何能够有效地、长期地拥有消费客户群体，是一个值得深入研究的课题。本文首先梳理了信用卡市场营销的相关理论和文献综述；其次，从我国商业银行信用卡市场发展现状出发，分析我国信用卡市场发展的现状，并从价格、促销、品牌宣传、市场细分、服务、营销渠道策略六个方面剖析了我国信用卡实际营销过程中存在的问题；再次，介绍了国际知名金融机构信用卡营销的经验与可借鉴之处；最后，对我国商业银行信用卡营销提出了对策建议。希望本文的研究能对我国商业银行提高信用卡消费群体的用卡率，改善信用卡用卡环境，树立商业银行自己独特的品牌，提高国际竞争力有所帮助。
[Abstract]:As the core of bank retail business, credit card business has become the individual retail business with high gold content in commercial banks in China. Each major commercial bank is constantly expanding its market share in the credit card market. So that its credit card marketing has been rapid development. Consumer credit card brand trust, starting from the accumulation of bit by bit. As credit card is the best form of invisible service for banks, it also represents the brand influence and service level of commercial banks, so commercial banks compete for the credit card market with huge potential at all costs. Credit card marketing is bound to become a strong driving force for the rapid development of China's banking industry. Therefore, how the commercial banks of our country can effectively and for a long time have consumer customers is a subject worthy of further study. This article first combs the credit card marketing related theory and the literature review; secondly, from our country commercial bank credit card market development present situation, analyzes our country credit card market development present situation, and from the price, the promotion, the brand propaganda, Market segmentation, service, marketing channel strategy six aspects of the analysis of China's credit card in the actual marketing process of the problems; again, introduced the international well-known financial institutions credit card marketing experience and can be used for reference; finally, This paper puts forward some countermeasures and suggestions to the credit card marketing of commercial banks in our country. It is hoped that the research in this paper can help the commercial banks to improve the credit card consumption rate, improve the credit card environment, set up their own unique brand, and improve the international competitiveness.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

【引证文献】