本文選題：信用卡 + 商業(yè)銀行　； 參考：《吉林大學(xué)》2017年碩士論文

【摘要】：吉林銀行,吉林省的地方性股份制商業(yè)銀行,于2014年10月正式推出其信用卡業(yè)務(wù),起步較晚,至今發(fā)展只有兩年多的時(shí)間。面對(duì)著信用卡市場競爭的加劇,互聯(lián)網(wǎng)金融的發(fā)展以及消費(fèi)者需求的多樣化,吉林銀行想要盡快打開市場,獲取利潤,勢必要制定出適合其發(fā)展的營銷策略。本文經(jīng)過調(diào)查分析,發(fā)現(xiàn)吉林銀行信用卡營銷方面存在諸多弊病,如,信用卡產(chǎn)品種類少、同質(zhì)化嚴(yán)重,產(chǎn)品營銷渠道單一、促銷活動(dòng)不吸引人、營銷隊(duì)伍建設(shè)不充分等。而造成上述問題的主要原因有:市場定位與市場細(xì)分不明確、偏重傳統(tǒng)營銷渠道、品牌概念模糊、人力資源制度不完善等。在問題分析的基礎(chǔ)上對(duì)吉林銀行的信用卡營銷環(huán)境做出了分析,主要包括宏觀環(huán)境分析、微觀環(huán)境分析和SWOT分析三方面。其中,宏觀環(huán)境分析包括對(duì)政治法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)環(huán)境、技術(shù)環(huán)境等方面的分析。微觀環(huán)境分析包括對(duì)企業(yè)內(nèi)部環(huán)境、企業(yè)所在市場、競爭者、消費(fèi)者以及合作渠道的分析。在營銷環(huán)境分析的基礎(chǔ)上,對(duì)吉林銀行信用卡業(yè)務(wù)進(jìn)行了SWOT分析,發(fā)現(xiàn)其內(nèi)部優(yōu)勢與劣勢,外部機(jī)會(huì)與威脅,為制定合理的吉林銀行信用卡策略打下堅(jiān)實(shí)的基礎(chǔ)。從以上的分析,可以得出,目前吉林銀行信用卡營銷總體宏觀環(huán)境較好,經(jīng)濟(jì)、技術(shù)的進(jìn)步和法律政治的保護(hù)都為其業(yè)務(wù)發(fā)展創(chuàng)造了良好的條件,但也應(yīng)充分認(rèn)識(shí)微觀環(huán)境的不足和自身劣勢,充分利用本土優(yōu)勢,抓住機(jī)遇,策略性的面對(duì)激烈市場競爭帶來的挑戰(zhàn)。在對(duì)營銷環(huán)境分析和自身業(yè)務(wù)SWOT分析的基礎(chǔ)上,對(duì)吉林銀行所在地區(qū)信用卡市場按照地理區(qū)域、消費(fèi)者心理、消費(fèi)者行為進(jìn)行了細(xì)分,并根據(jù)市場細(xì)分的結(jié)果對(duì)吉林銀行信用卡業(yè)務(wù)目標(biāo)市場進(jìn)行了選擇,主要包括:吉林省預(yù)算單位市場、還款來源穩(wěn)定的客戶市場以及中低端客戶市場。依據(jù)目標(biāo)市場細(xì)分和選擇的結(jié)果,最終將吉林銀行信用卡市場定位為:吉林省地方信用卡領(lǐng)導(dǎo)者,走本土化、特色化道路,并不斷擴(kuò)張業(yè)務(wù)領(lǐng)域。為了使吉林銀行信用卡達(dá)到其目標(biāo)市場定位,爭取最大市場份額,制定了相關(guān)的營銷組合策略,主要從傳統(tǒng)的4Ps策略即產(chǎn)品、價(jià)格、渠道、促銷四個(gè)方面加以論述:產(chǎn)品方面,強(qiáng)化產(chǎn)品創(chuàng)新,走特色化路線并完善客戶服務(wù)體系,加強(qiáng)品牌建設(shè);價(jià)格方面,在發(fā)展初期采用滲透定價(jià)法,盡快打開市場,進(jìn)入成熟期后開始關(guān)注產(chǎn)品中間收入;渠道方面,在構(gòu)建網(wǎng)絡(luò)渠道的同時(shí)深耕物理渠道;促銷方面,加強(qiáng)產(chǎn)品宣傳力度,豐富促銷活動(dòng),重視客戶服務(wù)并充分利用公共關(guān)系營銷。最后,提出了一系列的保障措施,如人力資源保障、績效考核保障、風(fēng)險(xiǎn)控制保障和規(guī)章制度保障以確保產(chǎn)品營銷策略的順利實(shí)施。希望通過本文的分析研究,對(duì)吉林銀行信用卡業(yè)務(wù)營銷戰(zhàn)略的改進(jìn)、具體營銷策略的完善和品牌價(jià)值的提升有現(xiàn)實(shí)指導(dǎo)意義,同時(shí)對(duì)其他商業(yè)銀行信用卡業(yè)務(wù)的發(fā)展也有一定借鑒作用。
[Abstract]:Jilin Bank, a local joint-stock commercial bank in Jilin Province, officially launched its credit card business in October 2014. It started late and has only developed for more than two years. Facing the increasing competition of credit card market, the development of Internet finance and the diversification of consumer demand, Jilin Bank wants to open up the market as soon as possible and obtain profits, it is bound to formulate a marketing strategy suitable for its development. Through investigation and analysis, it is found that there are many disadvantages in the credit card marketing of Jilin Bank, such as the small variety of credit card products, the serious homogeneity, the single marketing channel, the unattractive promotion activities and the insufficient construction of the marketing team, and so on. The main reasons for the above problems are: unclear market positioning and market segmentation, emphasis on traditional marketing channels, vague brand concept, imperfect human resource system, etc. On the basis of problem analysis, this paper analyzes the credit card marketing environment of Jilin Bank, including macro environment analysis, micro environment analysis and SWOT analysis. Among them, the macro-environment analysis includes the political legal environment, the economic environment, the social environment, the technical environment and so on. Micro-environment analysis includes analysis of the internal environment, market, competitors, consumers and channels of cooperation. Based on the analysis of the marketing environment, this paper analyzes the credit card business of Jilin Bank by SWOT analysis, and finds out its internal strengths and weaknesses, external opportunities and threats, which lays a solid foundation for the formulation of a reasonable credit card strategy of Jilin Bank. From the above analysis, it can be concluded that the overall macro environment of credit card marketing in Jilin Bank is good, and the economic, technological and legal and political protection has created good conditions for its business development. However, we should also fully understand the shortcomings of the micro environment and their own weaknesses, make full use of local advantages, seize the opportunity, and strategically face the challenges brought by the fierce market competition. Based on the analysis of marketing environment and SWOT, the credit card market of Jilin Bank is subdivided according to geographical area, consumer psychology and consumer behavior. According to the result of market segmentation, the paper selects the target market of credit card business of Jilin Bank, mainly including: Jilin Province budget unit market, customer market with stable repayment source and middle and low end customer market. According to the result of target market segmentation and selection, the credit card market of Jilin Bank is positioned as: local credit card leader of Jilin Province, taking the local and characteristic road, and expanding the business field continuously. In order to make the credit card of Jilin Bank reach its target market position and strive for the largest market share, the related marketing combination strategy is formulated, which is mainly discussed from four aspects of traditional 4Ps strategy, that is, product, price, channel and promotion. Strengthen the product innovation, take the characteristic route, perfect the customer service system, strengthen the brand construction; in the price aspect, adopt the permeation pricing method in the early stage of development, open the market as soon as possible, begin to pay attention to the intermediate income of the product after entering the mature period; channel aspect, In the aspect of promotion, we should strengthen the propaganda of products, enrich the promotion activities, attach importance to customer service and make full use of public relations marketing. Finally, a series of safeguard measures are put forward, such as human resource guarantee, performance appraisal guarantee, risk control guarantee and regulation guarantee to ensure the smooth implementation of product marketing strategy. It is hoped that through the analysis and research of this paper, it is of practical significance to improve the marketing strategy of the credit card business of Jilin Bank, to perfect the specific marketing strategy and to promote the brand value. At the same time, the development of other commercial banks credit card business also has certain reference role.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2

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本文編號(hào)：1855731