联系我们

论文查询结果	返回搜索

论文编号：	13438
作者编号：	2320180749
上传时间：	2022/6/23 14:24:48
中文题目：	B银行天津市信用卡产品营销策略研究
英文题目：	Tianjin Branch of a Bank Research on Marketing Strategy of Credit card Products
指导老师：	白长虹
中文关键字：	信用卡；营销策略；7P理论
英文关键字：	Credit Card；Marketing Strategy;；7P Theory
中文摘要：	自1985年6月第1张信用卡在中国大陆地区问世以来，信用卡业务在不断蓬勃迅猛发展。越来越多的中国人申请了信用卡进行消费，享受到了信用卡的安全和便利。但与此同时随着众多商业银行的不断加入，信用卡市场的竞争也越来越激烈。2006年10月，B银行天津分行正式开业，同时也正式加入到天津地区信用卡市场竞争的大环境当中来。但B银行与其他大型国有银行相比起步晚、网点少、信用卡市场推广不利，这成为了一个急需解决的问题。 本文基于现代市场营销7P理论，通过分析B银行信用卡营销现阶段所存在的产品、价格、渠道、促销、人员、厅堂展示和过程管理7方面所存在的问题，并将统计调查所研究的数据与其他商业银行进行比较，从而分析出B银行信用卡营销现阶段所存在的问题。文章最后针对所发现的问题尝试给出解决方案。 研究表明： B银行信用卡产品存在的主要问题一是产品本地化程度低，二是信用卡额度多样性低，三是银行关联合作商户较少；价格方面主要存在的问题一是年费政策定价混乱且减免年费政策过于严格，二是信用卡分期手续费定价较高，缺乏灵活性和阶梯性，三是信用卡免费还款期限过短；渠道方面所存在的问题是营业网点较少；促销方面所存在的问题是促销活动品类较为单一，主要为美食类促销且促销频率较低；人员方面存在的问题是天津地区员工相对不足且专业客服人员本土化程度不足；厅堂展示方面所存在的问题是B银行厅堂展示率较低；过程管理所存在的问题是没有能够对于信用卡客户的申请前后以及使用过程进行及时的关注。针对以上七大方面的问题，提出以下改进略：第一提升产品本土化、信用卡额度多样性、增加关联商户数量。第二规范年费政策、调整分期手续费。第三简化信用卡线上申请流程增加线下网点数量。第四增加信用卡促销活动多样性和力度。第五提升天津地区员工数量并培训本地化客服人员。第六增加信用卡推广单页频率和门店推广力度。第七增加客户追踪力度，及时反馈客户体验。
英文摘要：	Since the first credit cards came out in Chinese mainland in June 1985, credit card business has been developing vigorously. More and more Chinese people have applied for credit cards for consumption and enjoy the safety and convenience of credit cards. But at the same time, with the continuous participation of many commercial banks, the competition in the credit card market is becoming more and more fierce. In October 2006, the Tianjin Branch of bank B officially opened and officially joined the competition environment of the credit card market in Tianjin. However, compared with other large state-owned banks, bank B has a late start, few outlets and unfavorable credit card market promotion, which has become an urgent problem to be solved. Based on the 7P theory of modern marketing, this paper analyzes the problems existing in the current stage of B bank's credit card marketing in seven aspects: product, price, place, promotion, person, physical evidence and process management, and compares the data studied by the statistical survey with other commercial banks, so as to analyze the problems existing in the current stage of B bank's credit card marketing. Finally, the thesis tries to give solutions to the problems found. The research shows that the main problems of B bank's credit card products are: first, the low degree of product localization, second, the low diversity of credit card lines, and third, there are few bank affiliated cooperative merchants; In terms of price, the main problems are: first, the pricing of annual fee policy is chaotic and the annual fee reduction policy is too strict; second, the installment fee pricing of credit card is high, lack of flexibility and ladder; third, the free repayment period of credit card is too short; The problem of channels is that there are few business outlets; The problem of promotion is that the category of promotion activities is relatively single, mainly food promotion, and the promotion frequency is low; The problem of personnel is the relative shortage of employees in Tianjin and the lack of localization of professional customer service personnel; The problem of physical evidence is that the exhibition rate of bank B is low; The problem of process management is that there is no timely attention to the application and use process of credit card customers. In view of the above seven problems, the following improvement strategies are put forward: first, improve product localization, diversity of credit card lines, and increase the number of associated merchants. Second, standardize the annual fee policy and adjust the installment fee. Third, simplify the credit card online application process and increase the number of offline outlets. Fourth, increase the diversity and intensity of credit card promotion activities. Fifth, improve the number of employees in Tianjin and train localized customer service personnel. Sixth, increase the frequency of single page credit card promotion and store promotion. Seventh, increase customer tracking and timely feedback on customer experience.
查看全文：	预览  下载(下载需要进行登录)