民生银行信用卡网络差异化营销策略研究

发布时间：2018-03-08 00:38

本文选题：差异化营销　切入点：信用卡　出处：《福建农林大学》2017年硕士论文　论文类型：学位论文

【摘要】：在互联网时代,传统银行信用卡的经营如何搭乘电子支付的发展快车,分得互联网金融市场的一块蛋糕,并能成功辅助传统的线下业务,是当前国内信用卡营销研究领域中的热点话题。本文以民生银行为例,提出开展基于网络的信用卡差异化营销,正是帮助传统银行获得网络市场生存空间、实现盈利增长、完善线上业务的关键所在。本文首先对差异化营销理论、互联网金融理论以及信用卡网络营销等理论进行了分析。其次,分析民生银行发展网络营销的现状,对民生信用卡的发展历程做了概述性介绍,对民生信用卡在网络营销时所面对的用户需求和竞争对手进行了剖析,并探讨了当前存在的问题。第三,对民生信用卡的网络营销进行了 STP分析,根据地理区域、年龄层次、性别、居民收入等要素进行市场细分,选择了高端客户、女性客户、年轻客户、大众客户和网络客户等目标市场,在此基础上做出科学的市场定位。最后从网销产品设计、网络服务升级、网络渠道拓展和网络品牌建设几个方面对民生信用卡的网络营销进行差异化策略设计。本文认为,鉴于民生信用卡的网络营销起步较晚,在产品、服务、渠道、宣传、大数据处理等方面都存在着多种问题,在互联网金融市场中处于竞争的劣势,需要进行全面的差异化营销设计。应针对不同目标市场对产品的外观和增值服务功能进行设计,就基本服务、增值服务和网络服务进行适应网民使用习惯的调整,借助互联网和移动互联网进行渠道拓展,并以企业文化为核心,以网络文化传播模式来加强品牌建设。本文关于民生信用卡开展网络差异化营销的探讨,属于学术界的前沿课题,在当前国内还较少有人论及,具有一定的创新性。对传统银行信用卡进军网络市场提出差异化营销策略,不仅有助于传统银行在网络金融的激烈竞争中站稳脚跟,更能增进信用卡的盈利能力,同时还能辅助线下业务,实现线上线下双业绩增长的良好发展态势,因此具有重要的实际运用价值。
[Abstract]:In the age of the Internet, how do traditional bank credit card operations take the development express of electronic payment, get a piece of the cake of the Internet financial market, and successfully assist the traditional offline business? It is a hot topic in the domestic credit card marketing research field. Taking Minsheng Bank as an example, this paper proposes to develop the credit card differentiation marketing based on the network, which is to help the traditional banks to obtain the living space of the network market and realize the profit growth. This paper first analyzes the theory of differentiated marketing, Internet finance theory and credit card network marketing. Secondly, it analyzes the current situation of Minsheng Bank's development of network marketing. This paper gives an overview of the development of people's livelihood credit cards, analyzes the needs of users and competitors in the network marketing of people's livelihood credit cards, and discusses the current problems. This paper analyzes the network marketing of people's livelihood credit card by STP, divides the market according to geographical area, age level, gender, resident income and so on, selects high-end customer, female customer, young customer, etc. On the basis of this, the target markets such as mass customers and network customers are positioned scientifically. Finally, from the point of view of product design and network service upgrading, The network channel expansion and the network brand construction carry on the differentiation strategy design to the people's livelihood credit card network marketing. This article thinks, in view of the people's livelihood credit card network marketing starts relatively late, in the product, the service, the channel, the propaganda, There are many kinds of problems in big data's handling, and they are in a competitive disadvantage in the Internet financial market. It is necessary to carry out a comprehensive differentiated marketing design. The appearance and value-added service function of the products should be designed according to different target markets. For basic services, value-added services and network services to adapt to the use of Internet users habits, with the help of the Internet and mobile Internet channels to expand, with corporate culture as the core, To strengthen the brand construction by the network culture communication mode. This article about people's livelihood credit card carries on the network differentiation marketing, belongs to the academic front topic, in the present domestic still few people discuss, Put forward the differentiation marketing strategy to the traditional bank credit card to enter the network market, not only help the traditional bank to stand firm in the fierce competition of the network finance, but also enhance the profit ability of the credit card. At the same time, it can also assist the offline business and realize the good development trend of both online and offline performance growth, so it has important practical application value.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.2

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