工商银行苏州分行信用卡业务营销策略研究

发布时间：2018-02-21 15:46

本文关键词： 工商银行信用卡营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,金融业的迅速发展,使得银行业传统业务所带来的经济利润日渐缩小,各商业银行纷纷将营销导向转移至综合零售业务市场,而信用卡作为综合零售业务重要产品,抢占市场的有利武器,提升经营贡献的有效抓手,愈发受到市场的青睐。中国工商银行自1987年10月发行第一张牡丹信用卡以来,工银牡丹卡已风雨兼程近30年,时至今日,工商银行已成为全球第一大发卡银行,牡丹信用卡继续稳居中国信用卡第一品牌。但随着外资银行的涌入、国内股份制商业银行的崛起,各银行都不断加大在信用卡市场的资源投入,工商银行在未来信用卡市场的竞争中倍感压力,但牡丹卡在营销过程中表现出的重量轻质,观念陈旧,营销乏力及后期受理环境欠佳,产品创新力度不足,用卡监管,客户风险监测不及时及规章制度的缺失等问题更是让业务发展一度处于内忧外患的境地。工商银行应如何从实际情况出发,充分发挥自身优势,扬长避短,把握发展机遇,应对现有和即将到来的竞争,寻求并完善一套适合市场竞争和自身发展的营销策略体系,对未来提升业务、巩固市场有着重要意义。本文共分为4章,第1章为绪论,在深入分析研究背景的基础上提出本文的主要研究内容、所采用的研究方法、参考的理论基础及研究意义。第2章通过回顾工商银行苏州分行信用卡营销现状,找到营销过程中存在的突出问题并对问题成因进行深入的探讨。第3章从苏州分行信用卡市场宏观和微观营销环境进行分析,通过SWOT分析方法,明确苏州分行的优势、劣势、机会和威胁。第4章是依据STP及4P市场营销理论,对苏州分行信用卡市场进行细分,筛选目标市场,明确市场定位,设计出产品策略、定价策略、渠道策略、促销服务策略相结合的市场营销组合策略,最后通过人力资源保障、技术保障及思想重视对苏州分行信用卡营销策略的落实提供保障。本文旨在通过以上研究对工商银行苏州分行信用卡业务的可持续发展提供新的思路,通过营销策略的实施,真正建立起以客户为中心,以市场为导向的营销机制,完善苏州分行信用卡业务各方面的服务质量,扩大市场份额,增强市场竞争力,树立良好的牡丹信用卡品牌形象和市场声誉,进一步提升对苏州分行经营发展的贡献度。
[Abstract]:In recent years, with the rapid development of the financial industry, the economic profit brought by the traditional banking business has been reduced day by day. Commercial banks have shifted the marketing direction to the comprehensive retail business market, and the credit card is an important product of the comprehensive retail business. It is increasingly popular in the market to seize the market's favorable weapons and enhance its effective grasp of the business contribution. Since the Industrial and Commercial Bank of China issued its first Peony Credit Card in October 1987, the Bank of Industrial and Commercial Bank of China (ICBC) has spent nearly 30 years in both weathers and storms. ICBC has become the largest credit card issuing bank in the world. Peony credit cards continue to be the first brand of credit cards in China. However, with the influx of foreign banks, the rise of domestic joint-stock commercial banks, Banks are constantly increasing their resource investment in the credit card market. ICBC will feel the pressure in the future credit card market competition, but Peony cards show light weight and outdated ideas in the marketing process. Weak marketing and late acceptance of the environment is poor, product innovation is not enough, with card supervision, The lack of timely monitoring of customer risk and the absence of rules and regulations have made business development once in an internal and external situation. How should ICBC make full use of its own advantages, take advantage of its strengths and avoid weaknesses, and seize the opportunities for development, according to the actual situation? To deal with the existing and upcoming competition, to seek and perfect a set of marketing strategy system suitable for market competition and self-development is of great significance to the future promotion of business and the consolidation of market. This paper is divided into four chapters, the first chapter is the introduction. On the basis of in-depth analysis of the research background, this paper puts forward the main research contents, the research methods, the theoretical basis of reference and the significance of the research. Chapter 2 reviews the current situation of credit card marketing in ICBC Suzhou Branch. Chapter 3 analyzes the macro and micro marketing environment of credit card market in Suzhou Branch, and makes clear the advantages and disadvantages of Suzhou Branch by means of SWOT analysis. The fourth chapter is based on STP and 4P marketing theory, the credit card market of Suzhou Branch is divided, the target market is selected, the market position is clear, the product strategy, pricing strategy, channel strategy are designed. The marketing mix strategy which combines the promotion service strategy, finally through the human resources safeguard, The purpose of this paper is to provide new ideas for the sustainable development of credit card business of ICBC Suzhou Branch through the implementation of marketing strategy. To truly establish a customer-centered and market-oriented marketing mechanism, to improve the service quality of all aspects of credit card business in Suzhou Branch, to expand market share, and to enhance market competitiveness, Establish a good brand image and market reputation of Peony credit card, further enhance the contribution to the development of Suzhou Branch.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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