本文選題：信用卡 + 湛江建行　； 參考：《中南大學(xué)》2012年碩士論文

【摘要】：信用卡是上世紀(jì)70年代末進(jìn)入中國的,雖然起步較晚,但在中國的擴(kuò)張速度驚人,特別是從2003年到2007年期間我國信用卡發(fā)卡量呈現(xiàn)“井噴式”的增長態(tài)勢,信用卡發(fā)卡量年均增長80%,呈幾何級數(shù)增長,從2009年開始增速開始有所減緩,趨于理智平穩(wěn)發(fā)展態(tài)勢但仍保持年均30%的增速。 各大銀行都意識到信用卡業(yè)務(wù)的巨大市場潛力和利潤空間,紛紛各顯神通奮力搶占市場。湛江建行前幾年抓住了大發(fā)展的機(jī)遇,信用卡業(yè)務(wù)取得了一定成效。但隨著行業(yè)發(fā)展步伐的減緩,湛江建行信用卡業(yè)務(wù)遭遇發(fā)展“瓶頸”,營銷策略中存在的市場細(xì)分不足、產(chǎn)品功能單一、營銷渠道狹窄、營銷模式簡單、服務(wù)未到位等種種問題制約了業(yè)務(wù)的發(fā)展。如何針對存在問題進(jìn)行營銷策略優(yōu)化、實(shí)現(xiàn)發(fā)卡規(guī)模和發(fā)卡質(zhì)量同步發(fā)展是今后湛江建行信用卡業(yè)務(wù)突破發(fā)展瓶頸、取得長足發(fā)展的關(guān)鍵。 本文在收集整理湛江建行信用卡業(yè)務(wù)資料和數(shù)據(jù)的基礎(chǔ)上,進(jìn)行市場調(diào)查研究,結(jié)合湛江的市場環(huán)境,分析了湛江建行信用卡營銷現(xiàn)狀及存在問題,重點(diǎn)針對營銷策略中存在的問題提出湛江建行信用卡營銷策略優(yōu)化對策,包括科學(xué)細(xì)分市場、豐富產(chǎn)品功能、拓寬營銷渠道、嘗試營銷新模式及完善服務(wù)體系等五大方面的優(yōu)化對策,希望通過對本課題的系統(tǒng)研究,從長遠(yuǎn)發(fā)展的角度為湛江建行信用卡的營銷優(yōu)化提供有建設(shè)意義的對策,促進(jìn)湛江建行信用卡業(yè)務(wù)持續(xù)、健康、快速發(fā)展。
[Abstract]:Credit cards entered China at the end of the 1970s. Although they started late, the expansion rate in China is striking. Especially, from 2003 to 2007, the number of credit cards issued in China showed a "blowout" growth trend. Credit card issuance increased by 80 percent a year, increasing in geometric order. Since 2009, the growth rate has slowed down, tending to be rational and stable, but still maintaining an average annual growth rate of 30 percent. Aware of the huge market potential and profit margin of credit card business, banks are scrambling to seize the market. Zhanjiang Construction Bank seized the opportunity of great development a few years ago, credit card business has achieved certain results. However, with the slowing down of the development of the industry, the credit card business of Zhanjiang Construction Bank has encountered the "bottleneck" of development, the market segmentation in the marketing strategy is insufficient, the function of the product is single, the marketing channel is narrow, and the marketing mode is simple. Service is not in place and so on a variety of problems restricted the development of business. How to optimize the marketing strategy and realize the synchronous development of card issuing scale and card quality is the key for Zhanjiang Construction Bank to break through the bottleneck of credit card business and make great progress in the future. On the basis of collecting and arranging the credit card business data and data of Zhanjiang Construction Bank, this paper carries on the market investigation and research, combining the Zhanjiang market environment, analyzes the Zhanjiang Construction Bank credit card marketing present situation and the existence question. Focusing on the problems existing in the marketing strategy, the paper puts forward the optimization countermeasures of credit card marketing strategy of Zhanjiang Construction Bank, including scientific market segmentation, rich product functions, and widening of marketing channels. This paper tries to optimize the marketing model and perfect the service system in five aspects. Through the systematic research on this subject, the author hopes to provide constructive countermeasures for the credit card marketing optimization of Zhanjiang Construction Bank from the perspective of long-term development. Promote Zhanjiang Construction Bank credit card business to continue, healthy and rapid development.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F832.33

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