Y银行信用卡市场营销策略研究

发布时间：2018-05-28 09:10

本文选题：Y银行 + 信用卡　；参考：《江西财经大学》2017年硕士论文

【摘要】：十一届三中全会的召开,标志着我国正式实施改革开放政策。为充分发挥社会主义市场经济体制的优势,激活市场活力,国内金融市场逐步放开,尤其是中国加入WTO后,开放的程度越来越高。金融市场的开放,国内银行业面临着巨大的竞争压力。作为零售金融市场的主要利润增长点,信用卡业务长期以来都是各家银行力求抢占的制高点,目前已成为信贷消费领域的主要金融工具之一,它包含了存取款、转账结算、购物消费等多项功能。另外,信用卡业务能够大幅度提高银行的中间业务收入,提高盈利水平。随着社会经济的不断发展以及互联网信息技术的不断推广,人们的生活方式及消费方式发生了翻天覆地的变化,在消费方式的选择上,已逐步从以往的纸质货币消费向电子货币消费转变,信用卡支付在此过程中发挥了重要的作用。为此,如何将信用卡业务做大做强,是各商业银行共同研究的重要课题之一。在本研究中,笔者选取了Y银行作为个案进行实证分析。在我国14家主要信用卡发卡银行中,Y银行信用卡业务处于后列。因此,选取Y银行作为个案进行分析具有较强的代表性,本研究能够为Y银行信用卡业务在下一阶段的有效营销提供一定的借鉴。首先,笔者对本研究的背景及意义进行了简要阐述,同时介绍了目前国内外关于信用卡营销策略研究的相关成果;其次,从Y银行信用卡业务营销策略的环境分析入手,通过问卷调查,总结归纳出影响消费者选择信用卡的相关因素,如服务质量、产品创新、产品价格银行品牌、优惠活动、营销渠道等;再次,在梳理归纳国外信用卡主要营销策略的基础上,详细阐述了对于Y银行优化信用卡营销策略的启示。最后,结合Y银行实际情况,以4Ps理论为基础,从产品策略、定价策略、渠道策略、促销策略四个方面提出了优化Y银行信用卡营销的建议。
[Abstract]:The convening of the third Plenary session of the Eleventh Central Committee marks the formal implementation of the reform and opening policy in China. In order to give full play to the advantages of the socialist market economic system and activate the market vitality, the domestic financial market gradually opens up, especially after China's entry into WTO, the degree of opening up is becoming higher and higher. With the opening of the financial market, the domestic banking industry is facing great competitive pressure. As the main profit growth point in the retail financial market, credit card business has long been the commanding point that banks strive to seize. At present, it has become one of the main financial instruments in the field of credit consumption. It includes deposits and withdrawals, transfer and settlement. Shopping and other functions. In addition, credit card business can greatly improve the bank's intermediate business income, improve the level of profitability. With the development of social economy and the promotion of Internet information technology, people's way of life and consumption have changed dramatically. It has gradually changed from paper money consumption to electronic money consumption, and credit card payment has played an important role in this process. Therefore, how to make the credit card business bigger and stronger is one of the important research topics for commercial banks. In this study, I selected Y Bank as a case for empirical analysis. In China, 14 major credit card issuing banks in the bank credit card business in the last row. Therefore, the selection of Y Bank as a case analysis has a strong representative, this study can provide a certain reference for Y Bank credit card business in the next stage of effective marketing. First of all, the author briefly describes the background and significance of this study, at the same time introduces the current domestic and foreign credit card marketing strategy research results; secondly, from the Y bank credit card business marketing strategy environment analysis, Through the questionnaire survey, summed up the impact of consumer credit card selection related factors, such as service quality, product innovation, product price bank brand, preferential activities, marketing channels; third, On the basis of combing and summing up the main marketing strategies of foreign credit cards, this paper expounds in detail the enlightenment to Y Bank's optimization of credit card marketing strategies. Finally, according to the actual situation of Y Bank, based on 4Ps theory, this paper puts forward some suggestions on how to optimize Y Bank's credit card marketing from four aspects: product strategy, pricing strategy, channel strategy and promotion strategy.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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