GF银行昆明信用卡营销策略研究
发布时间：2019-05-14 01:40
【摘要】：很长时间以来,国内商业银行以传统业务为主,主要利润来源为存款、贷款利差,对于中间业务的重视和发展都未放到重要的地位。然而,我国加入WTO,外资银行数量不断增加,加之我国不断深入的金融改革,导致传统业务利润压缩和传统业务经营风险加大,大力发展中间业务对国内商业银行来说就显得尤为关键。中间业务相比于传统业务不但成本低,而且经营风险较小,收益还比传统业务高,创新潜力大,同时对于拓宽利润渠道,分散规避风险都有着不可轻视的作用。近些年来,国内各商业银行业务范畴与规模逐步增大,中间业务类型也越加丰富。然而,国内中间业务无论是在收入结构上还是在盈利能力上与国外的商业银行相比仍然存在很大差距。不论是风险角度还是从盈利角度考虑,国内商业银行积极发展这一业务成为必然趋势。在众多中间业务的种类中,各家银行都很重视信用卡业务,为此很多银行专门成立了信用卡营销团队;因此,掌握中间业务的相关知识,研究如何发展中间业务,如何制定符合国内金融机构发展实际的中间业务营销策略,成为了国内金融学者研究的课题之一。国内外银行竞争日益激烈,国内银行传统业务利润收窄,中国的银行业面临着越来越严峻的考验。而众多银行金融机构在抢占零售业务之初,就是信用卡市场的角逐。如何加强中间业务的营销,提高利润率,从信用卡业务角度出发,研究信用卡市场现状,结合国内外优秀案例,探讨出行之有效的营销策略,是GF行亟需解决的问题。本研究是以企业市场营销管理的视野为基础,沿着企业市场营销管理的逻辑而展开的。论文首先界定了银行中间业务的内涵、分类及其特点,介绍了银行信用卡的概念、作用,介绍了 GF银行信用卡业务发展的情况;梳理了企业市场营销策略的相关理论,包括企业市场营销环境的分析方法,企业目标市场营销战略(STP)的相关内容,企业市场营销策略的基本内涵;同时,分析了国内信用卡市场和业务的基本概况,介绍了信用卡业务发达国家和地区(如美国、台湾和香港等地)的一些先进营销经验;并重点阐述了 GF银行昆明分行现阶段信用卡业务的实施情况和存在的问题。论文遵循企业市场营销管理的范式,详细分析了 GF银行昆明分行信用卡业务营销环境的性质,以企业目标市场营销战略S.T.P.过程理论,讨论了 GF银行昆明分行现阶段信用卡业务的市场细分、目标市场选择、市场定位三个开展市场营销活动的关键问题。并以企业市场营销组合策略理论为指导,提出了GF银行昆明分行信用卡业务的营销策略。
[Abstract]:For a long time, domestic commercial banks have been dominated by traditional business, the main source of profit is deposits, loan spreads, and the importance and development of intermediate business has not been put in an important position. However, the increasing number of foreign banks after China's entry into WTO, coupled with the deepening financial reform in China, has led to the reduction of traditional business profits and the increase of traditional business risks. Vigorously develop intermediate business for domestic commercial banks is particularly critical. Compared with the traditional business, the intermediate business not only has low cost, but also has small operating risk, higher income and greater innovation potential than the traditional business. At the same time, it plays an important role in widening profit channels and dispersing risk aversion. In recent years, the business category and scale of domestic commercial banks have gradually increased, and the types of intermediate business have become more and more abundant. However, there is still a big gap between domestic intermediate business and foreign commercial banks in terms of income structure and profitability. Whether from the point of view of risk or from the point of view of profit, it is an inevitable trend for domestic commercial banks to actively develop this business. Among the many kinds of intermediate business, each bank attaches great importance to credit card business, so many banks have set up credit card marketing team. Therefore, mastering the relevant knowledge of intermediate business, studying how to develop intermediate business, how to formulate the marketing strategy of intermediate business in line with the actual development of domestic financial institutions, has become one of the research topics of domestic financial scholars. The competition between domestic and foreign banks is becoming more and more fierce, the traditional business profits of domestic banks are narrowed, and China's banking industry is facing more and more severe tests. And many banking and financial institutions in the beginning of the retail business, is the credit card market competition. How to strengthen the marketing of intermediate business and improve the profit margin, from the point of view of credit card business, to study the present situation of credit card market, combined with excellent cases at home and abroad, to explore effective marketing strategy, is an urgent problem to be solved by GF bank. This study is based on the vision of enterprise marketing management, along with the logic of enterprise marketing management. Firstly, the paper defines the connotation, classification and characteristics of bank intermediate business, introduces the concept and function of bank credit card, and introduces the development of GF bank credit card business. This paper combs the related theories of enterprise marketing strategy, including the analysis method of enterprise marketing environment, the related content of enterprise target marketing strategy (STP), and the basic connotation of enterprise marketing strategy. At the same time, this paper analyzes the basic situation of domestic credit card market and business, and introduces some advanced marketing experiences of developed countries and regions (such as the United States, Taiwan and Hong Kong). This paper also focuses on the implementation and existing problems of credit card business in Kunming Branch of GF Bank at this stage. Following the paradigm of enterprise marketing management, this paper analyzes in detail the nature of credit card business marketing environment of Kunming Branch of GF Bank, and takes the enterprise target marketing strategy S.T. The process theory discusses the market segmentation, target market selection and market positioning of credit card business in Kunming Branch of GF Bank at the present stage. Under the guidance of the theory of enterprise marketing combination strategy, the marketing strategy of credit card business of Kunming Branch of GF Bank is put forward.
【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
本文编号：2476342
[Abstract]:For a long time, domestic commercial banks have been dominated by traditional business, the main source of profit is deposits, loan spreads, and the importance and development of intermediate business has not been put in an important position. However, the increasing number of foreign banks after China's entry into WTO, coupled with the deepening financial reform in China, has led to the reduction of traditional business profits and the increase of traditional business risks. Vigorously develop intermediate business for domestic commercial banks is particularly critical. Compared with the traditional business, the intermediate business not only has low cost, but also has small operating risk, higher income and greater innovation potential than the traditional business. At the same time, it plays an important role in widening profit channels and dispersing risk aversion. In recent years, the business category and scale of domestic commercial banks have gradually increased, and the types of intermediate business have become more and more abundant. However, there is still a big gap between domestic intermediate business and foreign commercial banks in terms of income structure and profitability. Whether from the point of view of risk or from the point of view of profit, it is an inevitable trend for domestic commercial banks to actively develop this business. Among the many kinds of intermediate business, each bank attaches great importance to credit card business, so many banks have set up credit card marketing team. Therefore, mastering the relevant knowledge of intermediate business, studying how to develop intermediate business, how to formulate the marketing strategy of intermediate business in line with the actual development of domestic financial institutions, has become one of the research topics of domestic financial scholars. The competition between domestic and foreign banks is becoming more and more fierce, the traditional business profits of domestic banks are narrowed, and China's banking industry is facing more and more severe tests. And many banking and financial institutions in the beginning of the retail business, is the credit card market competition. How to strengthen the marketing of intermediate business and improve the profit margin, from the point of view of credit card business, to study the present situation of credit card market, combined with excellent cases at home and abroad, to explore effective marketing strategy, is an urgent problem to be solved by GF bank. This study is based on the vision of enterprise marketing management, along with the logic of enterprise marketing management. Firstly, the paper defines the connotation, classification and characteristics of bank intermediate business, introduces the concept and function of bank credit card, and introduces the development of GF bank credit card business. This paper combs the related theories of enterprise marketing strategy, including the analysis method of enterprise marketing environment, the related content of enterprise target marketing strategy (STP), and the basic connotation of enterprise marketing strategy. At the same time, this paper analyzes the basic situation of domestic credit card market and business, and introduces some advanced marketing experiences of developed countries and regions (such as the United States, Taiwan and Hong Kong). This paper also focuses on the implementation and existing problems of credit card business in Kunming Branch of GF Bank at this stage. Following the paradigm of enterprise marketing management, this paper analyzes in detail the nature of credit card business marketing environment of Kunming Branch of GF Bank, and takes the enterprise target marketing strategy S.T. The process theory discusses the market segmentation, target market selection and market positioning of credit card business in Kunming Branch of GF Bank at the present stage. Under the guidance of the theory of enterprise marketing combination strategy, the marketing strategy of credit card business of Kunming Branch of GF Bank is put forward.
【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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