X银行信用卡市场营销策略研究

发布时间：2018-01-17 19:17

本文关键词：X银行信用卡市场营销策略研究　出处：《昆明理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着世界经济的发展和网络时代的到来,世界银行业一直在飞快发展。而中国金融体制改革的不断深入,使中国成了世界银行业发展最快的国家。越来越多的消费群体也已经逐步接受和认可了信用卡这种使用便利的小额信贷金融工具。信用卡作为一项现代金融业务,综合性很强,具有高收益、高投入和高风险的特性,而且信用卡涉及面广泛,业务流程复杂,它作为是一种循环信贷和支付的结合的工具,不仅消费者越来越认可,国内外的银行业也对这项业务越加重视。加之人们的收入水平、消费理念的巨大的变化,中国信用卡市场正面临着巨大的发展机遇。本文以X行信用卡营销策略研究为主题,通过对企业现存的问题进行剖析,找出问题的主要症结,运用市场营销理论和国内外银行业在信用卡营销和管理方面的成功经验,提出一整套信用卡营销策略思路,并对现有营销策略进行改善,期待为提高X银行的市场竞争力做出一份贡献。本文依托于市场营销的基本理论,主要运用文献研究法、辩证分析法、实地调研法全面分析了 X银行信用卡的营销现状,对X银行信用卡市场营销策略组合及未来发展问题进行了分析,该部分为论文的核心部分。在市场营销相关理论支撑下,重点探讨了 X银行信用卡营销的现状和发展途径:第一,综述营销相关理论,分析研究国内外相关营销理论,为本论文提供理论支持。第二,介绍信用卡作为一种金融产品的概念和特点,分析国内外信用卡发展现状。第三,介绍X银行概况和X银行信用卡营销的现状,通过相关数据、资料分析X银行信用卡营销存在的问题。第四,以国内外信用卡营销经验为启示,结合X银行信用卡营销过程中的实际情况,提出X银行信用卡营销组合策略。
[Abstract]:With the development of world economy and the advent of the Internet era, the world bank industry has been rapid development. China and the deepening reform of financial system, the Chinese became the world banking industry's fastest developing countries. More and more consumer groups have been gradually accepted and recognized by the use of credit card to facilitate the microfinance financial instruments. Credit card as a modern financial services, comprehensive, high yield, high cost and high risk, and credit card covers a wide range, complex business processes, combined with the tool as it is a kind of revolving credit and payment, not only consumers are increasingly recognized at home and abroad, the banks also pay attention to in this business more. And people's income level, consumption concept of great changes, Chinese credit card market is facing tremendous opportunities for development. In this paper, the X bank credit card marketing strategy research As the theme, through the analysis of existing problems of enterprises, the main crux of the problem, the use of marketing theory and the domestic and foreign banks in the credit card marketing and management experience, put forward a set of credit card marketing strategy, and the current marketing strategy for improvement, looking forward to make a contribution for the improvement of X the bank's market competitiveness. Based on the basic theory of marketing, the main use of the literature research method, dialectical analysis method, field survey method to analyze the marketing situation of X bank credit card, the X bank credit card market marketing strategy and future development are analyzed, the part is the core of the paper. Marketing related theory, discusses the current situation and development of X bank credit card marketing channels: first, summarizes the theories of marketing, research and analysis of domestic and foreign marketing theory In this paper, to provide theoretical support. In second, the credit card as a concept and characteristics of financial products, analysis of domestic and foreign credit card development. Third, introduces the general situation of the X bank and X bank credit card marketing, through the relevant data, the data analysis of X bank credit card marketing problems. In fourth. The domestic and foreign credit card marketing experience as inspiration, combined with the actual situation of X bank credit card marketing process, put forward the marketing combination strategy of X bank credit card.

【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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