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论文编号：	7249
作者编号：	2220130980
上传时间：	2015/6/3 16:58:49
中文题目：	中国民生银行青岛分行POS收单业务营销管理策略研究
英文题目：	Marketing Strategy of POS business in China Minsheng Bank Qingdao Branch
指导老师：	林润辉
中文关键字：	POS业务；营销管理；民生银行青岛分行
英文关键字：	POS business；Marketing Strategy；China Minsheng Bank Qingdao Branch
中文摘要：	随着银行卡的不断普及，银行卡业务逐渐成为商业银行零售业务重要组成部，是银行营销对私金融的重要渠道和产品之一。POS业务，作为银行卡受理终端，是银行卡应用环境最重要环节，越来越被各商业银行所重视，近年来POS业务得到快速发展。POS业务不断发展的同时，其业务中的风险问题也不断凸显出来，如业务无序发展、准入不规范、人员管理不到位、设备变卖、违规移机、洗钱、非法套现、伪卡盗刷和交易欺诈等行为，关系到商业银行资金的安全，关系到银行卡产业的健康发展。近年来青岛市银行卡POS收单市场竞争日趋激烈，各家商业银行、支付机构采取各种营销手段开拓收单市场，使得民生银行收单市场占有比率不断下降，在这样的关键时期，加快实施营销管理转型，进一步完善收单业务管理已成为民生银行青岛分行急需完成的重要课题。本文主要分为五部分，第一部分绪论，介绍论文研究的背景，分析当前POS业务发展的基本情况。第二部分POS业务简介，介绍POS业务的基本概念，POS业务的主要参与方，POS业务手续费，分润标准， POS业务发展的意义，营销管理中的风险和职责等内容。第三部分民生银行青岛分行POS业务的营销管理现状分析，包括民生银行外部营销管理环境分析和民生银行青岛分行POS业务营销管理现状，银行卡收单市场存在的主要问题，青岛市POS业务现状分析，青岛市场主要竞争因素包含收单市场现有竞争者、收单市场潜在的行业新进入者、收单市场内供应上讨价还价的能力、收单市场内购买上讨价还价的能力、收单市场中替代品的威胁，以及银行卡收单市场存在的主要问题。第四部分民生银行青岛分行POS业务营销策略，介绍了收单业务产品策略，收单业务市场细分，收单业务特惠商户等营销策略。第五部分民生银行青岛分行POS业务管理策略，介绍如何加强民生银行青岛分行内部管理策略，加强外包公司专业化服务管理。
英文摘要：	With the growing popularity of bank cards, bank cards business gradually become an important part of the retail business of commercial banks, banking marketing is one of the important channels and products of private finance. POS business, as bank card acceptance terminal, is the most important part of the bank card application environment, more and more attention by commercial banks, in recent years, POS business has been rapid development. POS business development at the same time, its business risk issues have also been highlighted, such as business development disorder, access is not standard, personnel management is not in place, the sale of equipment, money laundering, illegal cash, pseudo card stolen brush and transaction fraud, related to the business of bank funds in relation to the healthy development of bank card industry. In recent years, Qingdao city bank card POS business market competition is becoming increasingly fierce, commercial banks, Payment institutions take a variety of marketing tools to develop close single market, the Minsheng Bank acquiring market occupancy rate will continue to decline, at this critical time, accelerate the implementation of the marketing management of transition, further improve the single business management has become the Minsheng Bank Qingdao Branch of the urgent need to complete an important issue. This paper is divided into five parts, the first part of the introduction, to introduce the background of the paper, and analyze the current POS business development of the basic situation. The second part POS business introduction, introduce the basic concept of POS business, POS business mainly involved in the party, the content of POS service fee, dilutive standard, POS business development, marketing management of risk and responsibility. In the third part, Qingdao Branch of Minsheng Bank POS business marketing management situation analysis, including the Minsheng Bank external marketing environment analysis and Qingdao Branch of Minsheng Bank POS business marketing management current situation of, bank card receives the main problems existing in the single market, Qingdao POS business situation analysis, Qingdao market competition factors include received single market existing competitors, potential industries in the single market new entrants, received within the single market supplies bargaining ability, single market to buy bargaining ability, the threat of the single market alternatives, and bank card main problems existing in the single market. Fourth part Minsheng Bank Qingdao branch POS business marketing strategy, the introduction of the single business product strategy, the single business market segmentation, business and other business preferences business and other special business. Fifth part Minsheng Bank Qingdao branch POS business management strategy, how to strengthen the Minsheng Bank Qingdao branch internal management strategy, strengthen the outsource companies professional service management.
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