工商银行泉州分行信用卡业务营销策略研究

发布时间：2018-03-16 06:03

本文选题：工商银行泉州分行　切入点：信用卡　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着大数据、移动互联时代的来临,加之,居民可支配收入提高、国家征信系统的不断完善以及国内经济急需消费刺激,我国信用卡行业进入了发展的巅峰期。工商银行泉州分行信用卡中心作为我国首家进行事业部制改革的国有大型信用卡专营机构。尽管拥有强大的营销渠道和品牌优势,但同行业以及大量新型互联网企业的快速崛起,不断撼动着该行的核心地位。因此,高效地利用科技创新,构建自身的核心优势和完善的风险控制体系,不断开拓新市场,进而永葆竞争优势,是当前工商银行泉州银行信用卡中心亟待进行的重大工作。本文,首先进行综述国内外银行信用卡业务发展的相关文献,并分析工商银行泉州分行信用卡业务发展过程中存在的主要问题,进而提出本文旨在解决的问题。其次,基于相关的市场营销理论分析该行当前信用卡业务发展的内外部环境,结合该行的优势,指出该行可抓住的发展机遇、可实施的有效规避风险和挑战的营销策略等。再次,对泉州地区信用卡市场展开实地的问卷调查,并利用STP理论分析泉州信用卡细分市场,结合工商银行泉州银行信用卡的现行营销策略以及资源,确定适合该行服务的信用卡目标市场。最后,根据实际调研数据,利用统计工具对其进行分析,并利用4PS营销理论工具,结合该行服务的目标市场,制定适合该行信用卡发展的营销策略,并提出合理且高效的保障措施。本研究针对性强,且具备一定的可行性,一方面对工商银行泉州分行制定和实施信用卡业务相关营销策略具有一定的借鉴意义,另一方面也给同行业其他银行带来一定经验参考。
[Abstract]:With the advent of big data, the era of mobile interconnection, coupled with the rising disposable income of residents, the continuous improvement of the national credit system and the urgent need for consumer stimulus in the domestic economy, The credit card industry of our country has entered the peak period of development. The credit card center of Quanzhou branch of ICBC is the first large state-owned credit card monopoly institution to carry out the reform of the business ministry system in China. Despite its strong marketing channels and brand advantages, However, the rapid rise of the same industry and a large number of new Internet enterprises has constantly shaken the core position of the bank. It is an urgent task for the credit card center of Quanzhou Bank of Industrial and Commercial Bank of China to keep its competitive advantage forever. In this paper, first of all, we review the relevant documents on the development of credit card business at home and abroad. It also analyzes the main problems existing in the development of credit card business in Quanzhou Branch of ICBC, and then puts forward the problems to be solved in this paper. Secondly, based on the relevant marketing theory, the paper analyzes the internal and external environment of the credit card business development of the bank at present. Combined with the advantages of the bank, the paper points out that the bank can seize the development opportunities and implement effective risk avoidance and challenge marketing strategies. Thirdly, a questionnaire survey on the credit card market in Quanzhou area is carried out. And using the STP theory to analyze the credit card segmentation market of Quanzhou, combined with the current marketing strategy and resources of Quanzhou bank credit card of ICBC, to determine the target market of credit card suitable for the bank. Finally, according to the actual investigation data, Using statistical tools to analyze it, using 4PS marketing theory tools, combining with the target market of the bank's service, to formulate the marketing strategy suitable for the bank's credit card development, and to put forward reasonable and efficient safeguard measures. And has certain feasibility, on the one hand for ICBC Quanzhou Branch to formulate and implement the credit card business related marketing strategy has certain reference significance, on the other hand also brings certain experience reference to other banks in the same industry.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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