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论文编号：	13686
作者编号：	2320180389
上传时间：	2022/12/6 0:09:13
中文题目：	民生银行信用卡中心券码业务营销策略及其实施研究
英文题目：	Researchs On The Marketing Strategies And Implementation Of The Coupon And Code Bussiness In Credit Card Center Of Minsheng Bank
指导老师：	李桂华
中文关键字：	民生银行；信用卡；券码业务；客群经营；营销策略
英文关键字：	Min sheng Bank；Credit Card；Coupon code products；Customer group management；marketing strategy
中文摘要：	近二十多年来，信用卡中心存在于总行内事业部或者独立于总行外，各家商业银行信用卡中心除了持续维护传统线下存量客户，持续拓展各大商超、零售行业的新商户以外，纷纷基于微信、APP及小程序等推出力多种优惠方式。各大商业银行纷纷将重点客群锁定到了所谓的“高端人群”，大部分银行采取的促销手段基本都是采用的是价格战，而想要在市场竞争中取胜，必须要有脱离同质化的产品，改变传统的营销策略。 券码业务作为创新和特色的信用卡业务，具有巨大的商业价值,而实现其商业价值的关键是C端用户的大量使用，从而增加信用卡C端用户的客户体验、增加客户粘性、提升银行信用卡中心的品牌效应和加强其市场影响力和占有率。 本文以民生银行为研究对象，将运用 STP 理论、“7P”营销策略、服务营销策略以及SOWT分析方法，对卡中心券码业务的营销策略、落地实施及环境来分析，如何更有效地提升卡中心券码产品的竞争优势，也更好地赢得未来市场占有率。总体论文通过绪论开篇，从研究的背景、意义、内容、目的和方法进行论述；第二部分是理论；第三部分是券码业务的营销现状及环境分析，主要介绍了民生卡中心的发展情况和券码产品的营销现状分析；第四部分是券码业务市场细分及市场定位；第五部分主要分析了券码产品的营销策略及优化；第六是民生银行信用卡中心券码产品营销策略实施的保障措施，从人才资源、科技支持、风险管理保障角度进行分析；第七部分是研究结论与展望。 目前市场上对卡中心券码业务的分析研究相对较少，笔者通过券码业务亲身体验给与中肯的分析、研究，对于相关领域内的理论及案例分析具有创新和补充意义。
英文摘要：	In recent 20 years, the credit card center of commercial banks exists as the business department within the head office or independent of the head office. In addition to maintaining traditional offline customers and developing new businesses in major shopping malls and supermarkets and the new customers in retail industries, credit card centers of commercial banks have launched various preferential products and services based on WeChat, APP and Mini programs. At the same time, major commercial banks have targeted their key customer groups at the high-end. Most commercial banks choose price war as their promotion strategy. However, in order to win in the market competition, the commercial banks must have differentiated products and change the traditional marketing strategy. As an innovative and distinctive credit card business, coupon code business has great commercial value, and the key to realizing it is the extensive use of C-end users, so as to improve the customer experience of C-end users of credit cards, increase customer viscosity, enhance the brand effect of bank credit card centers, and strengthen their influence and share in the market. Taking Minsheng Bank as the research object, this paper will use STP theory, "7P" marketing strategy, service marketing strategy and SOWT analysis method to analyze and study the marketing strategy and specific implementation of the coupon code business of credit card center of Minsheng Bank, to find out the effective way for improving the competitive advantage of the coupon code business of credit card center of Minsheng Bank, to win a better market share in the future. This paper start with the main introduction, including the history, importance, substance, targets and methodology of the research; The next part is related theories; The third part is the analysis of the marketing status and marketing environments of the coupon code business, mainly introducing the development history of the credit card center of Minsheng Bank and the analysis of the marketing status of the coupon code products; The fourth part is the target market selection and market positioning of the coupon code business; The fifth part is the analyzes of the marketing strategy and optimization of the coupon code products; The sixth part is the safeguard measures for the implementation of the coupon code product marketing strategy of credit card center of Minsheng Bank, which is analyzed from the perspective of talent management, technical support and risk control; The seventh part is the research conclusions and research prospects. There are relatively few analysis and research on the coupon code business of the credit card center in current market. The author gives pertinent analysis and research through personal experience of the coupon code business, which is innovative and complementary to the theory and case analysis in related fields. Meanwhile, it also has important operability and practical significance for formulating the marketing strategy and making advantages in the competition of the coupon code business of Minsheng Bank in the future.
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