阳江A银行信用卡营销策略研究

发布时间：2018-10-16 09:05

【摘要】：A银行位于阳江市区,经历30多年的发展,信用卡的产品种类和功能已经非常完善,能满足不同客户群国内外的支付需求。目前,信用卡市场具有信用卡规模激增,新的交易手段开始衍生,同行竞争激烈,互联网消费金融的巨大冲击等四大特点,阳江A银行信用卡中心需要在新形势下开展符合形势的营销策略。本文整理了关于营销策略的学术研究理论,主要是顾客价值理论,关系营销理论,STP战略,4Ps理论,4Cs营销理论,SWOT理论。国外关于信用卡营销策略的研究成果可以归纳为:信用卡营销主要从客户关系、品牌、与其他机构协同等方面开展,信用卡产品本身的影响对营销效果影响不大。在国内的研究综述中,信用卡营销策略的研究包括基于全国银行信用卡现状研究信用卡营销策略,基于STP视角的营销策略研究,基于具体银行信用卡支行案例的营销策略研究和基于互联网冲击的研究。阳江A银行具有品牌形象良好、定价机制灵活、品种齐全覆盖广泛、组织结构体系完善四大优势;面临传统刷卡手续费收入增长不利、目标群体不明确、服务创新不足、行业营销资源利用不充分四大劣势;具有扩大内需政策刺激消费、超前消费理念盛行、大数据和个人征信系统完善三大机会;面临经济增速下降增加信用风险、信用卡利润空间受挤压、新兴支付手段的冲击三大威胁。经过对内部数据分析和调研,阳江A银行的目标市场选择23-50岁之间的高收入城区客户。本文依据4P理论提出改进策略:改进产品策略、提高服务质量、塑造产品形象三大措施;定价策略使用“价格歧视”策略包括优质客户的定价策略、一般工薪客户的定价策略、自雇类客户的定价策略;渠道策略上采用开发线上渠道和特定客户直销策略;促销策略方面包括员工内部促销策略、利用互联网科技优化客户体验、广告策略、联合商家开展促销活动、提升增值服务。
[Abstract]:Bank A is located in Yangjiang city, after more than 30 years of development, credit card products and functions have been very perfect, can meet the payment needs of different customer groups at home and abroad. At present, the credit card market is characterized by a surge in the scale of credit cards, the emergence of new trading methods, fierce competition among peers, and a huge impact on Internet consumer finance. Yangjiang A Bank credit card center needs to carry out marketing strategies in line with the situation under the new situation. This paper summarizes the academic research theories on marketing strategy, including customer value theory, relationship marketing theory, STP strategy, 4Ps theory, 4Cs marketing theory and SWOT theory. Foreign research on credit card marketing strategy can be summarized as: credit card marketing mainly from customer relationship, brand, and other organizations to cooperate, the impact of credit card products have little impact on the marketing effect. In the domestic research summary, the research of credit card marketing strategy includes credit card marketing strategy based on credit card status of national bank, and marketing strategy research based on STP perspective. Marketing strategy research based on specific bank credit card branch case and research based on Internet impact. Yangjiang A Bank has four advantages, such as good brand image, flexible pricing mechanism, wide variety coverage, perfect organizational structure system, unfavorable growth of traditional credit card handling fee income, unclear target group and insufficient service innovation. There are four major disadvantages of insufficient utilization of marketing resources in the industry; there are three major opportunities: expanding domestic demand policy to stimulate consumption, the idea of leading consumption to prevail, big data and personal credit information system to be perfected; facing the decline of economic growth rate and increasing credit risk, Credit card profit space is squeezed, the impact of emerging means of payment three major threats. Through internal data analysis and research, Yangjiang A Bank's target market selects 23-50 year-old high income urban customers. According to 4P theory, this paper puts forward three measures: improving product strategy, improving service quality and shaping product image; pricing strategy using "price discrimination" includes high quality customer pricing strategy, general wage customer pricing strategy, Self-employed customer pricing strategy; channel strategy to develop online channels and specific customer direct marketing strategy; promotional strategies include staff internal promotion strategy, using Internet technology to optimize customer experience, advertising strategy, Joint merchants to carry out promotional activities to enhance value-added services.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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