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论文编号：	13969
作者编号：	2320200610
上传时间：	2023/6/7 10:11:28
中文题目：	S银行信用卡产品服务营销策略及实施研究
英文题目：	Research on Credit card Services Marketing Tactic and Implementation of Bank S
指导老师：	李凯
中文关键字：	信用卡产品；服务营销；产品权益配置；营销策略；目标市场
英文关键字：	Credit-card products，Service marketing，Product rights allocation，Marketing Strategy，Targeting market
中文摘要：	信用卡，一种集消费、转账结算、存取现金等部分或全部职能的电子支付卡。由于它支付方便快捷且灵活安全，已经成为了消费支付的主流。从1985年国内第一张信用卡诞生至今，已经历了38年的发展历程。信用卡行业已逐渐从高速增长期步入稳健发展期。作为银行零售业务的重要组成部分，信用卡业务的发展也受到各家银行的高度重视。现如今，信用卡业务发展已经进入存量经营时代，传统信用卡的经营模式已经很难满足当前国内信用卡市场激烈的竞争。国有银行、股份制银行资金实力雄厚，市场商务资源广阔，高净值客群占比较高，在市场份额方面占据绝对优势，城商行信用卡业务发展面临极大挑战。 本文以上述市场情况为研究背景，选择S银行信用卡产品为研究对象，采用对比分析、案例研究等研究方法分析S银行信用卡产品在设计过程中遇到的问题。运用SWOT分析法对S银行在信用卡产品发展过程中存在的优劣势、未来发展机会点及潜在威胁进行问题分析，根据服务营销7Ps组合营销理论框架，为S银行信用卡产品提出改进策略，深入研究S银行信用卡产品的市场定位，并从产品、渠道等多个方面实施服务营销策略升级。采用内外部双轨并行，从人力、科技、政策、合作方等方面实施保障，提升产品市场竞争力。 本文分为六个部分。第一章是绪论，主要对于研究背景和意义进行阐述。第二章是理论基础部分，组成本文案例分析的理论框架。第三章介绍S银行及其信用卡产品的基本情况并与同业先进案例进行对比，进而分析出S银行信用卡产品的优劣势和机会点，得出S银行信用卡产品的问题所在。第四章是对S银行信用卡产品的市场定位和服务营销策略进行研究，分析其存在的问题并给出相应的改进策略。第五章是根据上述章节的研究结果和分析对S银行信用卡产品服务营销策略及实施保障进行研究。最后是对本文的研究结论进行梳理，思考本文在研究过程中的不足之处以及对业务未来发展的展望。
英文摘要：	Credit card, an electronic payment card which combines the functions of spending, transferring and settling, and accessing cash. It has become the mainstream of consumer payment because it is convenient, fast, flexible and secure to pay. Since the birth of the first credit card in China in 1985, it has developed for 38 years. The credit card industry has gradually stepped from a period of rapid growth into steady development period. As an important part of the retail banking, the development of credit card is also highly valued by all banks. Nowadays, the development of credit card business has entered the era of stock operation, and the traditional credit card business model has been difficult to meet the current fierce competition in the domestic credit card market. State-owned banks and joint-stock banks have strong capital strength, vast market business resources, and high net worth customers account for a high proportion of the market share, and they have absolute advantages in terms of market share, and the development of credit card business of city commercial banks faces great challenges. This thesis takes the above-mentioned market situation as research background, selects Bank S credit card products as the research object, and uses comparative analysis, case study and other research methods to discover the problems encountered in the design process of Bank S credit card products. Using the SWOT analysis method to analyze the strengths and weaknesses, development opportunity points and potential threats of Bank S in the process of credit card product development, and propose improvement strategies for Bank S credit card product according to the 7Ps combined marketing theory framework of service marketing, deeply explores the market positioning of Bank S credit card product, and implement service marketing strategy upgrades from various aspects such as products and marketing channels. Using dual-track internal and external parallel ways to implement guarantees. Enhance the product market competitiveness in human resources, technology, policies, and cooperative partners. The thesis has six chapters. The first chapter is the introduction, mainly for the background and significance of the study. The second chapter is the theoretical foundation part, which forms the theoretical framework of this research. The third chapter introduces the basic situation of Bank S and its credit card products compares them with the advanced cases in the banking industry, then analyzes the strengths, weaknesses and opportunities of Bank S credit card products and concludes the problems of the credit card products. The forth chapter examines the market positioning and service marketing strategies of Bank S credit card products, analyzes its problems and gives corresponding improvement strategies. The fifth chapter is a study on the service marketing strategy and implementation guarantee of Bank S credit card products based on the research results and analysis of the above chapters. The last chapter is the conclusion of research consider the shortcomings of the thesis in the research process and the outlook on the future development of the business.
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