中国银行吉林省分行信用卡业务营销策略研究

发布时间：2019-05-11 08:11

【摘要】：中国银行是中国最早开展信用卡业务的国有大型商业银行，早在1979年，中国银行广东省分行就涉足信用卡业务，1985年发行中国第一张信用卡以来，已经走过了三十多年的时光，在中国信用卡的发展历史上写下了浓墨重彩的一笔。随着我国经济的不断发展，，居民生活水平得到了显著的提高，居民消费理念的更加现代化，这些因素都促进了信用卡业务在当前的中国出现了爆炸式的发展。各大商业银行纷纷参与到信用卡业务的竞争中来，而中国银行作为中国最早的信用卡发卡行，并没有将信用卡市场的这种先发优势转化为胜势，其市场地位逐渐被工商银行、招商银行、建设银行等商业银行所超越，特别是外资银行和股份商业银行在信用卡市场的大力投入，都让中国银行在信用卡市场竞争中感受到了压力。吉林省分行作为中国银行在吉林省地区的金融产品的运营和管理机构，在吉林地区的信用卡营销实践中同样感受明显，在信用卡的日常营销中，也遇到了诸如，品牌概念模糊、人员素质水平不足、营销手段单一等营销问题，故而思考和解决这些问题成为本文研究的重点。本文分为五个部分，第一部分是绪论部分，在梳理本文的研究背景的前提下，提出本文的研究问题，并规划了研究的层次和分析了本研究问题的解决能够为中国银行吉林省分行的信用卡业务提供哪些理论意义和实践意义。第二部分对于中国银行吉林省分行的经营现状和信用卡业务的发展情况进行回顾，找到目前信用卡业务存在的突出问题。第三部分是采用PEST、SWOT分析等方法，对吉林省分行信用卡业务的宏观、微观及自身情况进行分析，找出自身的优势、劣势、机会和威胁，提出了中国银行信用卡营销所要达到的具体的目的。第四部分，针对信用卡营销的目的，采用STP分析方法，进行市场细分，选择目标市场，最终确定中国银行吉林省分行信用卡业务的市场定位——吉林省外向型信用卡业务的培育者和领导者。第五部分是围绕这一定位，提出具体的营销策略，如信用卡产品策略、客户维护策略、信用卡促销策略和信用卡渠道策略，最后根据这些策略，提出在人员、流程、技术和绩效考核等方面的保障措施。本文在创新点上具有如下几个方面：首先对吉林省信用卡市场进行环境分析，提出了适应目前市场环境的中国银行信用卡营销策略。其次，建立了中国银行吉林省分行的市场定位——即吉林省外向型信用卡业务的培育者和领导者。捋清了信用卡市场竞争中，吉林省分行应采取的措施，对于中国银行吉林省分行信用卡业务营销活动的开展具有极强的参考和借鉴价值。
[Abstract]:The Bank of China is the first large state-owned commercial bank to carry out credit card business in China. As early as 1979, the Guangdong Branch of the Bank of China was involved in the credit card business. Since the issuance of China's first credit card in 1985, it has gone through more than 30 years. In the history of the development of China's credit card has written a heavy ink. With the continuous development of China's economy, the living standards of residents have been significantly improved, and the concept of residents' consumption has been more modern. These factors have promoted the explosive development of credit card business in China. The major commercial banks have participated in the competition of credit card business, and the Bank of China, as the earliest credit card issuer in China, has not transformed this first advantage of the credit card market into victory, and its market position has been gradually adopted by Industrial and Commercial Bank of China. China Merchants Bank, Construction Bank and other commercial banks, especially foreign banks and shareholding commercial banks in the credit card market, have made the Bank of China feel the pressure in the credit card market competition. Jilin Branch, as the operation and management organization of the financial products of the Bank of China in Jilin Province, also feels obvious in the practice of credit card marketing in Jilin area. In the daily marketing of credit cards, it also encounters such as the vague concept of brand. The level of personnel quality is insufficient, marketing means are single and other marketing problems, so thinking and solving these problems has become the focus of this paper. This paper is divided into five parts, the first part is the introduction part, on the premise of combing the research background of this paper, put forward the research problems of this paper. It also plans the level of the study and analyzes what theoretical and practical significance the solution of this study can provide for the credit card business of Bank of China Jilin Branch. The second part reviews the current situation of Bank of China Jilin Branch and the development of credit card business, and finds out the outstanding problems existing in credit card business at present. The third part is to use PEST,SWOT analysis and other methods to analyze the macro, micro and own situation of credit card business of Jilin Branch, and find out its own advantages, disadvantages, opportunities and threats. Put forward the bank of China credit card marketing to achieve the specific purpose. The fourth part, aiming at the purpose of credit card marketing, adopts STP analysis method to segment the market and select the target market. Finally, the market orientation of credit card business of Bank of China Jilin Branch is determined, which is the incubator and leader of export-oriented credit card business in Jilin Province. The fifth part is around this position, puts forward the specific marketing strategy, such as the credit card product strategy, the customer maintenance strategy, the credit card promotion strategy and the credit card channel strategy, finally, according to these strategies, proposes the personnel, the process, Technical and performance evaluation and other aspects of safeguards. This paper has the following aspects in terms of innovation: firstly, the environment of credit card market in Jilin Province is analyzed, and the marketing strategy of Bank of China credit card adapted to the current market environment is put forward. Secondly, the market orientation of the Jilin Branch of the Bank of China is established, that is, the educator and leader of the export-oriented credit card business in Jilin Province. This paper clarifies the measures that Jilin Branch should take in the competition of credit card market, which has a strong reference and reference value for the development of credit card business marketing activities of Bank of China Jilin Branch.
【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;F274

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