上饶“工会龙卡”综合金融服务营销研究

发布时间：2018-01-15 21:38

本文关键词：上饶“工会龙卡”综合金融服务营销研究　出处：《江西财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：中国经济的高速增长带动了金融市场蓬勃发展,金融市场的全球开放引发了银行业竞争的加剧。我国金融产品市场增长速度快,成长空间大,但因发展周期较短,产品和服务的同质化较为严重。因此为了企业要想在市场中长期保持竞争优势和获取经济利润就必须不断创新出差异化的产品。为适应市场的需求,上饶建行与总工会合作推出了“工会龙卡”银行卡项目。“工会龙卡”的推出带来了可喜的效果,不仅提高了上饶建行的营业利润,其新增顾客的数量也出现递增的趋势。当前,“工会龙卡”已经顺利推广向上上饶的金融产品市场,但推广过程中的营销策略还存在一定的问题和漏洞,希望通过本文的深入研究与探讨总结相关问题并提供一定的改进意见。本文将基于服务营销理论、STP策略、客户关系管理理论和上饶建行银行卡业务SWOT进行分析,首先先从内外两个角度对“工会龙卡”的营销环境进行分析,并采用SWOT来剖析“工会龙卡”在同种类卡种竞争者之间存在的竞争优势和劣势,以及“工会龙卡”面临的机会与威胁。其次,在现有上饶建行“工会龙卡”的项目的推广进程中进行研究和分析。然后,在解析建设银行的“工会龙卡”现有的服务营销策略,探讨现有营销策略存在的问题,最终提出相应的优化策略。首先在产品策略上,需通过调研来科学地细分市场,通过市场调研来准确定位上饶建行“工会龙卡”和目标市场,同时注重核心竞争产品的研发和相继更新换代,制定出满足不同顾客群体的差异化策略,突出产品的独特特色,加强品牌的宣传推广,并延伸产品的相关服务;其次在定价策略上,根据目标顾客群里的消费特征采用差异化的定价策略。通过加强与上饶市各商家的联盟合作来提高商家和银行的利润,达到合作共赢的效果;再次在分销的策略上,除了传统的柜台、营销网店的传统店面营销方式外,应利用互联网进行网络营销,还可以通过微信等活动来拓宽原有的营销渠道。最后,利用与各商家企业进行联名营销。多元化的营销渠道不但可以促进“工会龙卡”的品牌推广,加强目标群体对“工会龙卡”的认知和了解,而且还有助于“工会龙卡”迅速占领上饶的银行卡市场;此外在促销的策略上,建议上饶建行加强“工会龙卡”的品牌推广,加强“工会龙卡”的广告宣传,凸显其品牌意识,加强与企业、大客户之间的互动体验,提高客户的忠诚度。
[Abstract]:The rapid economic growth of China has led to the vigorous development of the financial market, and the global opening of the financial market has led to the intensification of competition in the banking sector. China's financial product market has a rapid growth rate and a large space for growth. But because the development cycle is short. The homogeneity of products and services is more serious. Therefore, in order to maintain the competitive advantage in the market for a long time and obtain economic profits, enterprises must constantly innovate differentiated products to meet the needs of the market. Shangrao Construction Bank and the Federation of Trade unions jointly launched the "Union Dragon Card" bank card project. The introduction of "Union Dragon Card" brought gratifying results, not only increased the operating profit of Shangrao Construction Bank. At present, the "Union Dragon Card" has successfully promoted the financial products market in Shangrao, but there are still some problems and loopholes in the marketing strategy. Hope through the in-depth study and discussion of this paper to summarize the relevant issues and provide some suggestions for improvement. This paper will be based on the theory of service marketing STP strategy. Customer relationship management theory and Shangrao Construction Bank Bank card business SWOT analysis, first of all from the internal and external perspective of the "trade union dragon card" marketing environment analysis. SWOT is used to analyze the competitive advantages and disadvantages of "Union Dragon Card" among competitors of the same kind of card species, as well as the opportunities and threats faced by "Union Dragon Card". Secondly. In the existing Shangrao Construction Bank "Union Dragon Card" project promotion process of research and analysis. Then, in the analysis of the construction bank's "Union Dragon Card" existing service marketing strategy. This paper discusses the problems existing in the existing marketing strategy, and finally puts forward the corresponding optimization strategy. First of all, in the product strategy, we need to scientifically segment the market through research. Through market research to accurately locate the Shangrao Construction Bank "Union Dragon Card" and the target market, at the same time pay attention to the development of core competitive products and successive upgrading, and formulate a differentiated strategy to meet different customer groups. Highlight the unique characteristics of the product, strengthen the promotion of the brand, and extend the product related services; Secondly, in the pricing strategy, according to the consumption characteristics of the target customer group, we adopt the differentiated pricing strategy. By strengthening the alliance with the merchants in Shangrao City, we can improve the profits of the merchants and banks. To achieve win-win results of cooperation; Again in the distribution strategy, in addition to the traditional counter, marketing online store of the traditional store marketing methods, should use the Internet to carry out network marketing, but also through WeChat and other activities to broaden the original marketing channels. Finally. The use of joint marketing with various business enterprises and diversified marketing channels can not only promote the brand promotion of "trade union dragon card", but also strengthen the target group's cognition and understanding of "trade union dragon card". And also help the "union dragon card" to quickly occupy the bank card market in Shangrao; In addition, in the strategy of promotion, it is suggested that Shangrao Construction Bank strengthen the brand promotion of "Union Dragon Card", strengthen the advertising of "Union Dragon Card", highlight its brand awareness, and strengthen the interactive experience with enterprises and major customers. Improve customer loyalty.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F832.2

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