本文關(guān)鍵詞：案例研究：招商銀行白金卡營銷策略　出處：《華南理工大學》2012年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 信用卡 中高端人群 市場營銷

【摘要】：信用卡是一種先進的消費支付及信用工具，具有信用透支消費、轉(zhuǎn)賬結(jié)算、存取現(xiàn)金等基本功能。從1985年中國銀行珠海分行發(fā)行我國第一張信用卡以來，我國的信用卡行業(yè)已走過20年發(fā)展。尤其在2003年后，我國信用卡業(yè)務經(jīng)歷了一個急速擴張、跑馬圈地的階段，各家銀行分分把信用卡做為業(yè)務發(fā)展重點而大力推廣，并伴隨外資銀行的進入，，國內(nèi)信用卡市場的競爭已經(jīng)達到了白熱化階段。 目前國內(nèi)信用卡行業(yè)面臨的通病是，盡管發(fā)卡量巨大，但業(yè)務始終未能走出虧損的泥潭，這其中重要原因之一就是國內(nèi)信用卡的功能服務同質(zhì)化現(xiàn)象非常嚴重。故不斷進行金融創(chuàng)新及客群細分，搶先推出更貼近用戶需求的信用卡功能和服務，成為了商業(yè)銀行信用卡業(yè)務競爭的關(guān)鍵。 招商銀行正是在這樣情況下，敏銳的捕捉到“國內(nèi)不斷壯大的年輕且消費力旺盛的富裕人士”群體需求，成功推出招商銀行白金信用卡，同時招商白金卡通過產(chǎn)品創(chuàng)新及客群細分始終在行業(yè)內(nèi)保持領(lǐng)先地位。目前招行白金卡客戶月卡均消費是招行信用卡平均水平的20-30倍，并連續(xù)六年上榜胡潤百富榜，成為中國千萬富豪“最青睞的銀行信用卡”、并獲“最佳用戶體驗獎”、“最受持卡人喜愛的信用卡”等獎項，為招行創(chuàng)造了豐厚的業(yè)務利潤及品牌價值。 基于此，本文將全面研究招行銀行及招行白金卡的起源歷史及發(fā)展現(xiàn)狀，運用SWOT方法分析招行白金卡所面臨的內(nèi)外部環(huán)境，并使用4P營銷組合對招行白金卡營銷策略及領(lǐng)先同業(yè)的主要原因進行概括，最后對招行白金卡如何維持領(lǐng)先優(yōu)勢的策略進行探討，為商業(yè)銀行發(fā)展信用卡高端產(chǎn)品提供借鑒啟示。
[Abstract]:Credit card is a kind of advanced consumer payment and credit tool, which has the basic functions of credit overdraft consumption, transfer and settlement, cash access and so on. Since 1985, the Bank of China Zhuhai Branch issued the first credit card in China. China's credit card industry has been through 20 years of development, especially after 2003, China's credit card business has experienced a rapid expansion, running horses in the field of the stage. With the entry of foreign banks, the competition in the domestic credit card market has reached a stage of intense competition. At present, the common problem facing the domestic credit card industry is that, although the amount of cards issued is huge, the business has never been able to get out of the quagmire of losses. One of the important reasons is that the homogeneity of the function and service of domestic credit card is very serious. Therefore, we constantly carry out financial innovation and customer segmentation, and preempt the introduction of credit card functions and services that are closer to the needs of users. Has become the commercial bank credit card business competition key. China Merchants Bank is precisely in this situation, keen to capture the "growing domestic young and strong consumer rich people" group demand, the successful introduction of China Merchants Bank platinum credit card. At the same time, Merchants Platinum Card through product innovation and customer segmentation has always maintained a leading position in the industry. At present, the average monthly card consumption of China Merchants Platinum Card is 20-30 times of the average level of China Merchants Card. And six years on the Hurun rich list, China's millionaires "favorite bank credit card", and won the "best user experience", "the most favorite credit card holders" and other awards. For CMB to create rich business profits and brand value. Based on this, this paper will comprehensively study the origin history and development status of China Mobile Bank and China Merchants Platinum Card, and use SWOT method to analyze the internal and external environment of China Merchants Platinum Card. And use 4P marketing combination to summarize the marketing strategy of China Merchants Platinum Card and the main reasons of leading the industry, and finally discuss the strategy of how to maintain the leading advantage of China Merchants Platinum Card. For commercial banks to develop high-end credit card products to provide reference inspiration.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2

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相關(guān)期刊論文 前1條

1 吳金明;新經(jīng)濟時代的“4V”營銷組合[J];中國工業(yè)經(jīng)濟;2001年06期

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