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论文编号：	12153
作者编号：	2320180713
上传时间：	2020/12/14 11:19:38
中文题目：	中信银行信用卡业务营销策略研究
英文题目：	Research on Credit Card Business Marketing Strategy of CITIC Bank
指导老师：	刘建华
中文关键字：	信用卡；市场定位；营销组合；服务营销
英文关键字：	credit card; market positioning; marketing mix; service marketing
中文摘要：	近年来消费成为中国经济发展的重要引擎，信用卡在促进居民消费方面发挥了重要的作用。 本文以中信银行信用卡业务为研究对象，中信银行信用卡中心是中国最早一批成立的信用卡专营机构之一，在经历了近二十年发展后，已积累8000多万的信用卡客户，近几年该业务面临新的内外部环境变化，一方面，金融监管事态严峻，互联网消费信贷产品对信用卡形成替代，同业市场竞争日益激烈，卡产品和优惠促销活动同质化现象严重；另一方面，随着金融科技的创新与应用，我国城镇化进程的推进，三四线城市的崛起，以及有着庞大人口规模和巨大消费潜力的90后、00后等年轻客群的成长成熟，该业务也迎来新的发展窗口期。 在分析了中信银行信用卡业务的内外部环境和优劣势之后，本文结合STP理论和7Ps理论，研究了中信银行信用卡业务的市场定位及营销策略。中信银行针对不同卡级别的客户进行差异化的定位，并细分客群需求跨界合作发行联名卡，打造“有里有面”的信用卡产品，同时应探索为客户提供定制化卡产品和服务，赋予客户对于卡面图案和增值权益的自主搭配权；在产品定价上，应引入客户的信用评分机制，对客户进行动态化、差异化评分，根据评分情况提供差异化的定价和服务；在渠道方面，加强线下各渠道之间的协同、提升线上渠道获客势能、加快三四线城市分支机构的建立；在促销策略上，应结合不同客群的消费场景开展场景营销；在服务营销方面，建立营销和服务于一体的客户关系管理模式，以信用卡生命周期为主线，由标准服务向情感服务升级，打造更亲密社交的服务方式，并借助e秒办卡科技助力，实现实时审批后现场参与市场优惠活动，提升客户的体验度。 最后，本文介绍了实施营销策略需要组织与文化保障、人员保障、信息系统保障三方面的资源保障，并总结了研究的结论。 本文对中信银行信用卡中心开展更为科学和有效的营销工作，提升中信银行信用卡业务的市场竞争力有一定的指导意义，同时也对其他银行开展信用卡业务提供借鉴。
英文摘要：	In recent years, consumption has become an important engine of China's economic development, and credit cards have played an important role in promoting residents' consumption. This paper takes the credit card business of CITIC Bank as the research object. CITIC Bank Credit Card Center is one of the earliest credit card monopoly institutions established in China. After nearly 20 years of development, it has accumulated more than 80 million credit card customers. In recent years, the business is facing new internal and external environmental changes. On the one hand, the financial supervision situation is grim, Internet consumer credit products replace credit cards, the competition in the same industry market is increasingly fierce, and the phenomenon of homogenization of card products and promotional activities is very serious. On the other hand, with the innovation and application of financial science and technology, the promotion of urbanization in China, the rise of third-and fourth-tier cities, and the growth and maturity of young customers such as post-90s and post-00s with huge population size and huge consumption potential, the business has also ushered in a new window for development. After analyzing the internal and external environment and advantages and disadvantages of CITIC Bank's credit card business, this paper studies the market positioning and marketing strategy of CITIC Bank's credit card business by combining STP theory and 7Ps theory. CITIC Bank makes differential positioning for customers of different card levels, and subdivides the needs of customer groups to cooperate across the border to issue joint cards, so as to create credit card products with "both good card patterns and affordable value-added rights". At the same time, CITIC Bank should explore to provide customized card products and services to give customers the right to match card patterns and value-added rights and interests independently. In terms of product pricing, the credit scoring mechanism of customers should be introduced to score customers dynamically and differently, and provide differentiated pricing and services according to the scoring situation; in terms of placing strategy, strengthen the coordination among offline channels, enhance the customer potential of online channels, and speed up the establishment of branches in third-and fourth-tier cities; in terms of promotion strategies, scene marketing should be carried out in combination with the consumption scenarios of different customer groups. In the aspect of service marketing, establish a customer relationship management model of marketing and service in one, take the life cycle of credit card as the main line, upgrade from standard service to emotional service, create a more intimate social service, and with the help of e-second card processing technology, realize on-site participation in market preferential activities after real-time examination and approval to enhance customer experience. Finally, this paper introduces that the implementation of marketing strategy requires three aspects of resource guarantee: organizational and cultural security, personnel security and information system security, and summarizes the conclusions of the study. This paper not only has a certain guiding significance for CITIC Bank Credit Card Center to carry out more scientific and effective marketing work and enhance the market competitiveness of CITIC Bank credit card business, but also provides reference for the development of credit card business of other banks.
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