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论文编号：	8847
作者编号：	2120142908
上传时间：	2016/12/9 10:23:00
中文题目：	A银行信用卡业务营销策略研究
英文题目：	Research on the marketing strategy of A bank credit card business
指导老师：	张永强
中文关键字：	银行信用卡业务；客户识别；营销组合策略
英文关键字：	bank credit card business; customer recognition; the marketing mix strategy
中文摘要：	随着我国经济的快速发展，银行业作为国家经济的基石，其业务的多元化发展也成为了重中之重。随着近些年国民收入能力与消费能力的增长以及金融理念的提升，信用卡作为银行名片的特点得到了淋漓尽致的发挥，信用卡所提供的提前消费、预借现金、用卡权益及增值服务等功能也逐渐得到国民的认可，信用卡业务也由此得到了快速的发展。信用卡带来的手续费收入及透支利息收入成为各家银行个人业务收益的主要组成部分。信用卡经过近10年黄金期的高速发展，市场竞争日渐激烈，而A银行于2016年正式对外发行信用卡，错过了信用卡发展的黄金10年，要想在白热化的市场竞争中另辟蹊径，弯道超车，信用卡营销策略的研究与选择具有决定性的意义。 本文基于对各方向、各维度营销科学理论的深入分析与研究，通过对宏观环境、同业环境分析，使用SWOT分析以及营销组合策略等多种理论工具对A银行信用卡营销策略的选择进行了深入的探讨。结合A银行当前所面对的社会、经济、文化等背景与自身的客观情况制定了具有针对性的信用卡业务营销策略。并希望通过完善A银行信用卡业务营销策略的过程，来更深入的掌握信用卡业务的发展趋势，同时为A银行信用卡业务的发展提出建议与意见。 笔者在文中通过对A银行自身的客观情况以及宏观环境、竞争环境进行分析的基础上，就与其他竞争者在发展模式与发展阶段的差异，结合SWOT分析法、营销组合策略等营销理论知识，提出符合A银行当前现状的信用卡业务营销策略。笔者提出A银行信用卡营销策略中应顺应国家政策推动信用卡业务市场化的势头，侧重正价值客户的寻找，以低成本试错的方式找寻道路，以速盈项目为突破点，应用集中性营销策略，注重异业联盟渠道建设，营造多角度消费与分期场景，从分期产品领域击穿市场，将有限的成本浓缩投放在分期产品上。同时，应充分利用互联网金融与大数据分析寻找正价值客户，通过互联网渠道缩短银行与客户之间的距离，通过渠道联盟的发展模式快速获客，实现在降低营销成本的同时，快速实现盈亏平衡，推动信用卡业务的快速发展。
英文摘要：	With the rapid development of China's economy, the banking industry as the cornerstone of the national economy, the diversification of its business has become a top priority. In recent years, with the national income and consumption capacity growth and enhance the ability of financial concept, credit card bank name card has been characterized as the most incisive play, the credit card provided in advance consumption, cash advance, card rights and value-added services and other functions also gradually get national recognition, credit card business has thus been rapid development. The fee income and interest income from credit cards are the main components of the individual business income of each bank. Credit card after nearly 10 years of rapid development period, the market competition is increasingly fierce, and the A bank in 2016 officially issued the credit card credit card, missed the golden 10 years of development, especially, to the intense competition in the market and in turn overtaking, credit card research and choice of marketing strategy is of decisive significance. This paper deeply analysis and Research on the direction and the dimensions of marketing science based on the theory, through the analysis of the macro environment, industry environment, the use of SWOT analysis and marketing strategies and other theoretical tools is discussed on the A bank credit card marketing strategy. Combined with the social, economic, cultural background and objective situation of A bank, the marketing strategy of credit card business is established. And hope to improve the A bank credit card business marketing strategy process, to more in-depth grasp of the development trend of credit card business, while the development of A bank credit card business advice and opinions. The author through the objective situation of A bank itself and the macro environment and competitive environment are analyzed in this paper, the difference with other competitors in the mode of development and stage of development, combined with SWOT analysis, marketing strategy and marketing theory, put forward the current situation with A bank credit card business marketing strategy. The author puts forward the A bank credit card marketing strategy should conform to the national policy to promote the credit card business market momentum, focusing on looking for positive value of customers, with low cost and error approach to find the road to full speed, the project as a breakthrough point, application of centralized marketing strategy, pay attention to the cross industry alliance to create a multi angle channel construction, consumption and from the stage scene, stage product breakdown market, the limited cost on product concentration stage. At the same time, we should make full use of the Internet financial and big data analysis to find the positive value of customers, shorten the distance between banks and customers through the Internet channel, rapid development mode was off by channel alliance, in reducing marketing costs at the same time, the rapid realization of balance of profit and loss, to promote the rapid development of credit card business.
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