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论文编号：	1298
作者编号：	2120062340
上传时间：	2009/6/16 15:58:03
中文题目：	基于顾客终身价值的营销策略研究
英文题目：	Marketing strategy based on cu
指导老师：	马连福
中文关键字：	招商银行 信用卡 顾客终身价值
英文关键字：	China Merchants BankCredit c
中文摘要：	在经济全球化、竞争激烈的今天，企业要不断调整战略部署，适应市场发展的要求，以求取得竞争的优势。随着我国经济的快速发展，居民消费水平的提高，信用卡已经逐渐成为个人消费贷款方式之一。由于信用卡业务已经成为我国商业银行含金量较高的个人零售业务，各家银行都在大力营销自己的信用卡。随着外资银行的进入，信用卡市场的竞争局面愈加激烈起来。 招商银行从2002年开始发行国内第一张双币信用卡，短短几年时间，招商银行迅速占领市场，到目前为止，约占市场份额的三分之一。但面对不断有新的竞争对手加入，以及来自竞争对手的威胁，招商银行要想保持现有的地位，必须认真分析自己的形式，设计出行之有效的营销策略。 信用卡的营销是以顾客为中心，因此在营销过程中要不断分析顾客的需求，通过不断地提供使顾客满意的服务而达到长久保留顾客的目的。信用卡的赢利来自于顾客的终身价值，而信用卡顾客终身价值的影响因素为顾客的活跃度和忠诚度。面对当前信用卡市场同质化的局面，顾客的忠诚很难保证。顾客往往有多种选择，要想获得顾客终身价值最大化，银行必须推出差异化服务来吸引顾客，并不断完善自己的服务以求得顾客的满意，从而保持对产品的忠诚。 本文首先对相关理论进行了回顾。之后阐述了招商银行信用卡产品发展状况，找出在销售竞争中存在的问题。通过对招商银行信用卡营销的宏观环境分析，以及对产品的SWOT分析，得出招商银行信用卡的发展还有很大市场空间，并且由于招商银行抢先占领了信用卡市场，运用“早一点、好一点、快一点”的经营策略不断的创新而拥有了雄厚的客户基础。但与此同时招商银行的市场地位也受到国内银行及外资银行的威胁，并且自身产品与服务系统也存在着不足之处。在文章的第四章对招商银行信用卡的顾客终身价值进行了分析，从市场细分、客户构成、顾客终身价值的构成因素和影响因素几方面入手，详细地进行了研究。然后提出基于顾客终身价值的品牌产品忠诚策略。其中包括招商银行通过对品牌的建设与维护，以及招商银行提高顾客忠诚度的具体实施途径。期待招商银行能够创造自己独特的竞争优势，在激烈的市场竞争中持续发展。 本文系统地运用了营销管理知识，通过对招商银行信用卡的营销策略进行详细的分析和研究，旨在为加强银行营销工作，增强银行的市场竞争力，提出了自己的一些建议，并希望对招商银行的发展能有一定作用，同时对我国其他银行信用卡业务的发展也能起到一定的借鉴作用。
英文摘要：	Only those enterprises that adjust themselves unceasingly to meet market demand can get the competition advantage. With the rapid development of economy of China, the level of people’s consumption is raising. Credit card has been one of the main ways of individual consumption. As the business of credit card can bring high profit, every bank pays more attention to the marketing of it. The entering of foreign banks makes the competition more fierce. From issuing the first double currency credit card in China in 2002, China Merchants Bank took the possession of the market rapidly. By far, it occupied one third of the market. The threatening from the competitors make China Merchants Bank must take some effective methods to maintain its current status. The market of credit card focuses on the customers. Therefore the banks should realize the customers’ demands and provide the service that can satisfy the customers to maintain them. Customer lifetime value decides the profit of the bank. However, the homogeneity of the credit cards can not guarantee customers’ loyalty. Banks should perfect credit cards’ function and their services to earn the customers’ loyalty. In this thesis, I recall the relevant theory at first. Then I introduce the credit card development of China Merchants Bank, find the problems. By analyzing the macro-environment, it includs that the market still has lots of opportunities and China Merchants Bank already has the abundant customers. At the same time, China Merchants Bank is challenged by other domestic banks and foreign banks, and has its disadvantages. After that I analyze the customer lifetime value of credit cards issued by China Merchants Bank. At last, I study the marketing strategy of China Merchants Bank based on customer lifetime value. The major contribution of this thesis lies in, by systematically utilizing the knowledge of marketing management, carrying out detailed analysis and research for marketing strategy of China Merchants Bank. By making some own suggestions to promote the marketing competition ability of the bank, I hope those suggestions can affect the development of China Merchants Bank, at the same time, provide certain reference for other banks.
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