吉林银行信用卡营销策略研究

发布时间：2018-05-07 06:16

本文选题：信用卡 + 商业银行　；参考：《吉林大学》2017年硕士论文

【摘要】：吉林银行,吉林省的地方性股份制商业银行,于2014年10月正式推出其信用卡业务,起步较晚,至今发展只有两年多的时间。面对着信用卡市场竞争的加剧,互联网金融的发展以及消费者需求的多样化,吉林银行想要尽快打开市场,获取利润,势必要制定出适合其发展的营销策略。本文经过调查分析,发现吉林银行信用卡营销方面存在诸多弊病,如,信用卡产品种类少、同质化严重,产品营销渠道单一、促销活动不吸引人、营销队伍建设不充分等。而造成上述问题的主要原因有:市场定位与市场细分不明确、偏重传统营销渠道、品牌概念模糊、人力资源制度不完善等。在问题分析的基础上对吉林银行的信用卡营销环境做出了分析,主要包括宏观环境分析、微观环境分析和SWOT分析三方面。其中,宏观环境分析包括对政治法律环境、经济环境、社会环境、技术环境等方面的分析。微观环境分析包括对企业内部环境、企业所在市场、竞争者、消费者以及合作渠道的分析。在营销环境分析的基础上,对吉林银行信用卡业务进行了SWOT分析,发现其内部优势与劣势,外部机会与威胁,为制定合理的吉林银行信用卡策略打下坚实的基础。从以上的分析,可以得出,目前吉林银行信用卡营销总体宏观环境较好,经济、技术的进步和法律政治的保护都为其业务发展创造了良好的条件,但也应充分认识微观环境的不足和自身劣势,充分利用本土优势,抓住机遇,策略性的面对激烈市场竞争带来的挑战。在对营销环境分析和自身业务SWOT分析的基础上,对吉林银行所在地区信用卡市场按照地理区域、消费者心理、消费者行为进行了细分,并根据市场细分的结果对吉林银行信用卡业务目标市场进行了选择,主要包括:吉林省预算单位市场、还款来源稳定的客户市场以及中低端客户市场。依据目标市场细分和选择的结果,最终将吉林银行信用卡市场定位为:吉林省地方信用卡领导者,走本土化、特色化道路,并不断扩张业务领域。为了使吉林银行信用卡达到其目标市场定位,争取最大市场份额,制定了相关的营销组合策略,主要从传统的4Ps策略即产品、价格、渠道、促销四个方面加以论述:产品方面,强化产品创新,走特色化路线并完善客户服务体系,加强品牌建设;价格方面,在发展初期采用渗透定价法,尽快打开市场,进入成熟期后开始关注产品中间收入;渠道方面,在构建网络渠道的同时深耕物理渠道;促销方面,加强产品宣传力度,丰富促销活动,重视客户服务并充分利用公共关系营销。最后,提出了一系列的保障措施,如人力资源保障、绩效考核保障、风险控制保障和规章制度保障以确保产品营销策略的顺利实施。希望通过本文的分析研究,对吉林银行信用卡业务营销战略的改进、具体营销策略的完善和品牌价值的提升有现实指导意义,同时对其他商业银行信用卡业务的发展也有一定借鉴作用。
[Abstract]:Jilin Bank, a local joint-stock commercial bank in Jilin Province, officially launched its credit card business in October 2014. It started late and has only developed for more than two years. Facing the increasing competition of credit card market, the development of Internet finance and the diversification of consumer demand, Jilin Bank wants to open up the market as soon as possible and obtain profits, it is bound to formulate a marketing strategy suitable for its development. Through investigation and analysis, it is found that there are many disadvantages in the credit card marketing of Jilin Bank, such as the small variety of credit card products, the serious homogeneity, the single marketing channel, the unattractive promotion activities and the insufficient construction of the marketing team, and so on. The main reasons for the above problems are: unclear market positioning and market segmentation, emphasis on traditional marketing channels, vague brand concept, imperfect human resource system, etc. On the basis of problem analysis, this paper analyzes the credit card marketing environment of Jilin Bank, including macro environment analysis, micro environment analysis and SWOT analysis. Among them, the macro-environment analysis includes the political legal environment, the economic environment, the social environment, the technical environment and so on. Micro-environment analysis includes analysis of the internal environment, market, competitors, consumers and channels of cooperation. Based on the analysis of the marketing environment, this paper analyzes the credit card business of Jilin Bank by SWOT analysis, and finds out its internal strengths and weaknesses, external opportunities and threats, which lays a solid foundation for the formulation of a reasonable credit card strategy of Jilin Bank. From the above analysis, it can be concluded that the overall macro environment of credit card marketing in Jilin Bank is good, and the economic, technological and legal and political protection has created good conditions for its business development. However, we should also fully understand the shortcomings of the micro environment and their own weaknesses, make full use of local advantages, seize the opportunity, and strategically face the challenges brought by the fierce market competition. Based on the analysis of marketing environment and SWOT, the credit card market of Jilin Bank is subdivided according to geographical area, consumer psychology and consumer behavior. According to the result of market segmentation, the paper selects the target market of credit card business of Jilin Bank, mainly including: Jilin Province budget unit market, customer market with stable repayment source and middle and low end customer market. According to the result of target market segmentation and selection, the credit card market of Jilin Bank is positioned as: local credit card leader of Jilin Province, taking the local and characteristic road, and expanding the business field continuously. In order to make the credit card of Jilin Bank reach its target market position and strive for the largest market share, the related marketing combination strategy is formulated, which is mainly discussed from four aspects of traditional 4Ps strategy, that is, product, price, channel and promotion. Strengthen the product innovation, take the characteristic route, perfect the customer service system, strengthen the brand construction; in the price aspect, adopt the permeation pricing method in the early stage of development, open the market as soon as possible, begin to pay attention to the intermediate income of the product after entering the mature period; channel aspect, In the aspect of promotion, we should strengthen the propaganda of products, enrich the promotion activities, attach importance to customer service and make full use of public relations marketing. Finally, a series of safeguard measures are put forward, such as human resource guarantee, performance appraisal guarantee, risk control guarantee and regulation guarantee to ensure the smooth implementation of product marketing strategy. It is hoped that through the analysis and research of this paper, it is of practical significance to improve the marketing strategy of the credit card business of Jilin Bank, to perfect the specific marketing strategy and to promote the brand value. At the same time, the development of other commercial banks credit card business also has certain reference role.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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