發(fā)布時(shí)間：2018-03-14 01:29

  本文選題：XX銀行　切入點(diǎn)：信用卡　出處：《四川師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在金融市場(chǎng)越來(lái)越成熟的今天,我國(guó)銀行信用卡業(yè)務(wù)的發(fā)展速度也越來(lái)越快。營(yíng)銷是信用卡業(yè)務(wù)發(fā)展中重要的經(jīng)營(yíng)活動(dòng),直接關(guān)系到其業(yè)務(wù)發(fā)展的規(guī)模和方向。因此,信用卡業(yè)務(wù)營(yíng)銷策略的選擇是各家銀行在發(fā)展此業(yè)務(wù)時(shí)都務(wù)必慎重思考的一個(gè)重要課題。XX銀行信用卡業(yè)務(wù)在商業(yè)銀行信用卡行業(yè)里處于領(lǐng)先地位,在競(jìng)爭(zhēng)進(jìn)入白熱化的今天,XX銀行信用卡業(yè)務(wù)如何保持其競(jìng)爭(zhēng)優(yōu)勢(shì),值得研究。因此,討論XX銀行信用卡業(yè)務(wù)營(yíng)銷策略具有重要意義。目前,我國(guó)信用卡市場(chǎng)已有越來(lái)越多的競(jìng)爭(zhēng)者。巨大的信用卡市場(chǎng)成為各競(jìng)爭(zhēng)者看中并爭(zhēng)相搶占的對(duì)象。信用卡業(yè)務(wù)也開(kāi)始在銀行業(yè)務(wù)中占據(jù)越來(lái)越重要的地位。在國(guó)內(nèi)金融改革的現(xiàn)行環(huán)境中,各家銀行都在尋找新的利潤(rùn)增長(zhǎng)點(diǎn)。通過(guò)參考國(guó)外銀行發(fā)展經(jīng)驗(yàn),積極發(fā)展中間業(yè)務(wù)是當(dāng)前銀行業(yè)內(nèi)達(dá)成的共識(shí)。而信用卡業(yè)務(wù)有別于中間業(yè)務(wù),是銀行業(yè)務(wù)中新的利潤(rùn)來(lái)源。因此,信用卡業(yè)務(wù)的營(yíng)銷策略既有銀行業(yè)務(wù)營(yíng)銷策略的共同點(diǎn),也有其業(yè)務(wù)自身具有的不一樣的特點(diǎn)。相較于銀行普通信貸業(yè)務(wù)而言,信用卡業(yè)務(wù)有著高風(fēng)險(xiǎn)、高收益的特點(diǎn)。因?yàn)樾庞每I(yè)務(wù)是基于無(wú)抵押、無(wú)擔(dān)保的前提下開(kāi)展的,因此在營(yíng)銷此業(yè)務(wù)時(shí)如何控制風(fēng)險(xiǎn),如何獲取高收益,都給銀行提出了更嚴(yán)苛的要求。在本文中,筆者在對(duì)XX銀行信用卡業(yè)務(wù)發(fā)展現(xiàn)狀的大量數(shù)據(jù)分析基礎(chǔ)上,通過(guò)SWOT分析法,與其它競(jìng)爭(zhēng)者的對(duì)比中,結(jié)合營(yíng)銷理論,提出適合XX銀行信用卡業(yè)務(wù)發(fā)展的營(yíng)銷策略。筆者提出XX銀行信用卡營(yíng)銷策略中應(yīng)側(cè)重品牌建設(shè),加強(qiáng)產(chǎn)品創(chuàng)新,建立與維護(hù)銀行與客戶之間良性商業(yè)互動(dòng)關(guān)系體系。希望本文的研究結(jié)果能夠?yàn)閲?guó)內(nèi)銀行在信用卡業(yè)務(wù)中獲得良好發(fā)展盡一點(diǎn)綿薄之力。
[Abstract]:In the financial market becomes more mature today, the pace of development of China's credit card business is growing fast. Marketing is the development of credit card business in the important business activities, directly related to the size and direction of its business development. Therefore, the credit card business marketing strategy is an important issue in the.XX bank credit in the business development bank must carefully think about the card business in the commercial bank credit card industry in a leading position in the competition to enter the white hot today, the XX bank credit card business to maintain its competitive advantage, is worth studying. Therefore, the discussion has important significance of XX bank credit card business marketing strategy. At present, China the credit card market has been more and more competitors. The huge credit card market has become the object of all competitors. Fancy and eager to seize the credit card business also began to occupy more in the banking business To the more important position. In the current environment of domestic financial reform, banks are looking for new profit growth point. Through the development of reference the experiences of foreign banks, the positive development of intermediate business is the current banking industry reached consensus. Credit card business is different from the intermediate business is a new source of profits in the banking business. Therefore, the marketing strategy of credit card business both in common bank business marketing strategy, has its business has its own different characteristics. Compared with the ordinary credit business of banks, credit card business has a high risk, high return characteristics. Because the credit card business is based on the premise of unsecured unsecured. Next, so in this marketing business how to control the risk, how to obtain high yields, gave the bank made more stringent requirements. In this paper, the author of the XX bank credit card business development is big The amount of data on the basis of the analysis, through SWOT analysis, comparing with other competitors, based on marketing theory, put forward the suitable XX bank credit card business development marketing strategy. The author puts forward the XX bank credit card marketing strategy should focus on brand building, strengthen product innovation, establish and maintain the benign interaction between the bank and the commercial customer relationship system. We hope we can get a good development for the domestic banks in the credit card business as a little bit.

【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F832.2

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本文編號(hào)：1609007