本文選題：交通銀行 + 信用卡　； 參考：《蘭州大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)社會(huì)的發(fā)展,人民生活水平的提高和人們消費(fèi)形式的不斷變化,信用卡在我國(guó)變得越來(lái)越流行,它越來(lái)越大的影響著人們的生活,并且在我國(guó)金融業(yè)務(wù)中的地位不斷提升。作為一個(gè)發(fā)展時(shí)間不長(zhǎng)、正在逐步走向成熟期的朝陽(yáng)行業(yè),信用卡行業(yè)已成為我國(guó)大小商業(yè)銀行爭(zhēng)相進(jìn)入并角逐其中的行業(yè)。目前,我國(guó)各信用卡發(fā)卡機(jī)構(gòu)對(duì)國(guó)內(nèi)信用卡市場(chǎng)的爭(zhēng)奪已達(dá)到白熾化的程度,如何更大的占有信用卡市場(chǎng),如何提升自己的信用卡品牌,如何在信用市場(chǎng)上占有并保持競(jìng)爭(zhēng)優(yōu)勢(shì),如何進(jìn)一步提高營(yíng)銷效率,等等,已成為各大信用卡發(fā)卡機(jī)構(gòu)共同思考的問(wèn)題。本文通過(guò)以我國(guó)大型股份制商業(yè)銀行——交通銀行的信用卡業(yè)務(wù)營(yíng)銷管理實(shí)踐為案例進(jìn)行分析,總結(jié)了交通銀行信用卡業(yè)務(wù)營(yíng)銷管理中的優(yōu)勢(shì)與不足,并針對(duì)相關(guān)問(wèn)題給出研究建議,希望能給我國(guó)信用卡業(yè)務(wù)營(yíng)銷管理工作提供實(shí)踐和理論參考。 本文主體部分主要介紹了信用卡的有關(guān)常識(shí)、交通銀行的信用卡機(jī)構(gòu)——交通銀行太平洋信用卡中心的情況和交通銀行信用卡業(yè)務(wù)的發(fā)展背景及基本狀況,從交通銀行信用卡的市場(chǎng)營(yíng)銷環(huán)境、市場(chǎng)定位戰(zhàn)略、產(chǎn)品和服務(wù)戰(zhàn)略、產(chǎn)品定價(jià)、銷售渠道、促銷策略、營(yíng)銷的執(zhí)行與控制等方面分析了交通銀行信用卡業(yè)務(wù)的營(yíng)銷管理工作,經(jīng)過(guò)對(duì)其營(yíng)銷管理工作中優(yōu)勢(shì)與不足之處的總結(jié),最后有針對(duì)性的提出了建議。分析指出,交通銀行能夠認(rèn)真地進(jìn)行信用卡業(yè)務(wù)的營(yíng)銷分析和營(yíng)銷戰(zhàn)略制定,并對(duì)營(yíng)銷戰(zhàn)略進(jìn)行了嚴(yán)格的執(zhí)行和控制。但也不可否認(rèn),交通銀行信用卡業(yè)務(wù)的營(yíng)銷管理體系在分析、計(jì)劃、執(zhí)行、控制等環(huán)節(jié)也存在有待改進(jìn)的地方。
[Abstract]:With the development of our country's economy and society, the improvement of people's living standard and the constant change of people's consumption form, credit card becomes more and more popular in our country, and it has more and more influence on people's life. And in our country's financial business status continues to improve. As a sunrise industry which has not been developed for a long time and is gradually moving towards maturity, credit card industry has become one of the industries in which commercial banks, large and small, compete to enter and compete with each other. At present, the competition for the domestic credit card market among credit card issuers in China has reached an incandescent degree, how to occupy the credit card market more, how to promote their own credit card brands, How to occupy and maintain the competitive advantage in the credit market, how to further improve the marketing efficiency, and so on, has become a common problem of credit card issuers. This paper analyzes the marketing management practice of credit card business of China's large joint-stock commercial bank-Bank of Communications, and summarizes the advantages and disadvantages of credit card business marketing management of Bank of Communications. The paper also gives some research suggestions for the related problems, hoping to provide practical and theoretical reference for the marketing management of credit card business in China. The main part of this paper mainly introduces the general knowledge of credit card, the credit card organization of Bank of Communications, the Pacific Credit Card Center of Bank of Communications, and the background and basic condition of the credit card business of Bank of Communications. From the aspects of marketing environment, market positioning strategy, product and service strategy, product pricing, sales channel, promotion strategy, marketing execution and control, this paper analyzes the marketing management work of credit card business of Bank of Communications. After summarizing the advantages and disadvantages of its marketing management, some suggestions are put forward. The analysis points out that the Bank of Communications can seriously carry out the marketing analysis and marketing strategy formulation of the credit card business, and carries on the strict execution and the control to the marketing strategy. But it is undeniable that the marketing management system of credit card business of Bank of Communications also needs to be improved in the aspects of analysis, plan, execution, control and so on.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.33

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本文編號(hào)：1854827