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论文编号：	10883
作者编号：	2220160793
上传时间：	2019/6/12 19:00:03
中文题目：	浙商银行信用卡业务市场营销策略改进研究
英文题目：	Research on the Improvement of Marketing Strategy of Credit Card Business of China Zheshang Bank
指导老师：	牛建波
中文关键字：	浙商银行；信用卡业务；市场营销环境；7Ps营销策略
英文关键字：	China Zheshang Bank；Credit Card Business；Marketing Environment；7Ps Marketing Strategy
中文摘要：	信用卡是高效的小额无抵押无担保贷款，解决了年轻人无钱消费的问题，同时也促进了整个社会的消费，属于启动“消费马车”的动力之一，在现代生活中扮演着越来越重要的角色。伴随着我国信用卡业务市场发展的日趋成熟，加之互联网金融创新产品的蓬勃发展以及金融市场对外开放程度的加深，信用卡市场内的这种竞争会愈演愈烈。激烈的市场竞争势必会激发商业银行不断提高信用卡营销水平，最大可能的夺取市场份额。 作为我国金融行业内较具代表性的全国性股份制商业银行之一，浙商银行的信用卡业务近年来在营销实践中取得了较好的经营业绩。然而，其在信用卡业务市场营销实践中也暴露出较多的问题，客观上对其信用卡业务发展造成了较大的不利影响。基于此，如何在对当前信用卡业务市场营销现状及内外部营销环境进行深入分析的基础上制定出具有更强针对性和可操作性的营销策略，进而扭转当前不利的信用卡业务市场营销态势成为浙商银行必须面对和迫切解决的关键性问题，事关其信用卡业务的经营成败。在上述背景下，本文以浙商银行信用卡业务作为研究对象，在深入研究和分析该公司市场营销现状及内外部营销环境的基础上，找出其当前营销实践中存在的主要问题和不足，并进行了SWOT分析。接下来，对其所处的市场进行了细分，并在此基础上对其目标市场进行了选择，进而对其市场定位进行了确定。最后，借助7Ps服务营销理论研究制定了该行信用卡业务的市场营销策略。 本文的研究对于帮助浙商银行加快发展信用卡业务，提升信用卡业务市场营销能力，扩大信用卡业务市场份额，应对同业信用卡业务日趋激烈的竞争挑战具有重要的现实意义。与此同时，本文的相关研究成果也能够为其他商业银行，特别是新兴的全国性股份制商业银行深入开展信用卡业务市场营销提供可供参考和借鉴的建议，这对于加快我国商业银行信用卡业务健康发展，规范各商业银行信用卡业务市场营销行为，提升我国商业银行信用卡业务发展质量和效率亦将具有重要的现实意义。
英文摘要：	Credit card is an efficient small unsecured loan, which solves the problem of young people's money-free consumption, and also promotes the consumption of the whole society. It is one of the driving forces to start the "consumer carriage" and plays an increasingly important role in modern life. With the maturity of the credit card business market in China, the vigorous development of Internet financial innovative products and the deepening of the opening up of financial markets, the competition in the credit card market will become more and more intense. The fierce market competition will inevitably stimulate commercial banks to continuously improve the level of credit card marketing and to seize the market share as much as possible. As one of the representative national joint-stock commercial banks in China's financial industry, the credit card business of Zhejiang Commercial Bank has achieved good business performance in marketing practice in recent years. However, there also exposes many problems in the practice of credit card business marketing, which objectively has a great negative impact on the development of its credit card business. Based on this, how to formulate a more targeted and operable marketing strategy on the basis of in-depth analysis of the current credit card business marketing situation and internal and external marketing environment, and then reverse the current unfavorable credit card business marketing situation has become a key issue that Zhejiang Commercial Bank must face and urgently solve, which is related to the success or failure of its credit card business. Under the above background, this paper takes the credit card business of Zhejiang Commercial Bank as the research object, on the basis of in-depth study and analysis of the Bank's marketing status and internal and external marketing environment, finds out the main problems and shortcomings in its current marketing practice, and then carries out the SWOT analysis. Next, this paper subdivides the Bank's market, chooses its target market on this basis, and then determines its market positioning. Finally, with the help of 7Ps service marketing theory, the marketing strategy of credit card business of the Bank is formulated. This study is of great practical significance to help Zhejiang Commercial Bank accelerate the development of credit card business, enhance its marketing ability of credit card business, expand the market share of credit card business, and meet the increasingly fierce competition challenges of credit card business in the same industry. At the same time, the relevant research results of this paper can also provide some suggestions for other commercial banks, especially the emerging national joint-stock commercial banks, to further develop credit card business marketing, which will also have important practical significance to accelerate the healthy development of credit card business of commercial banks in China, standardize the marketing behavior of credit card business of commercial banks, and enhance the quality and efficiency of credit card business development of commercial banks in China.
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