影响印尼籍非穆斯林华裔成为伊斯兰银行客户的因素研究及其营销策略

发布时间：2018-07-03 20:35

本文选题：因素 + 决策　；参考：《华东理工大学》2013年硕士论文

【摘要】：因为宗教的禁止,所以伊斯兰教教法银行使用的是穆斯林不支付利息的银行系统。现在,在印度尼西亚有越来越多的伊斯兰教教法银行,因为这种系统的银行已经展现出了很好的效果和高利润。有很多调查报告显示这种银行体制是如何向客户销售产品,尤其是对穆斯林教的客户。我的分析报告讨论的是怎样的影响或者吸引力会让非穆斯林的华裔成为伊斯兰教教法银行的客户。有两个主要问题是这篇论文的基础。第一个问题,伊斯兰教教法银行运用什么样的市场战略去吸引非穆斯林的华裔在印尼购买他们的产品以及这个市场的涵义是什么?第二个问题,什么因素影响了非穆斯林客户考虑成为伊斯兰教教法银行的客户?我分析结果将概述这些问题。分析出来的结果有上面两个问题的答案。促销是吸引非伊斯兰客户的最主要因素,为了让大众知道伊斯兰教教法银行或者了解这个银行的运作方式,所以需要使用一些促销手段,比如,在电视和报纸上放广告、找明星做代言人、在市场上发宣传单、设计有创意的产品组合,并且所有的宣传不显示任何敏感话题。以上所述的重要因素与我刚开始所试想过的不一样。
[Abstract]:Because of the religious ban, the Shariah Bank uses a banking system where Muslims do not pay interest. Now, there are more and more Shariah banks in Indonesia, because the system's banks have shown good results and high profits. There are many surveys of how the banking system sells products to customers, especially Muslim customers. My analysis discusses the implications or attractiveness of making non-Muslim Chinese citizens clients of Shariah banks. There are two main problems that underlie this paper. The first question is: what marketing strategy is the Shariah Bank using to attract non-Muslim Chinese to buy their products in Indonesia and what is the meaning of this market? Second, what factors have affected non-Muslim clients from considering becoming clients of Shariah banks? The results of my analysis will outline these issues. The results of the analysis have answers to the above two questions. Promotion is the most important factor in attracting non-Islamic customers. In order to let the public know the Shariah bank or how the bank operates, we need to use some promotional methods, such as advertising on TV and newspapers. Find stars as spokesmen, send out posters in the market, design creative product portfolios, and all publicity does not show any sensitive topics. The important factors mentioned above are different from what I first imagined.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F831.2

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