本文選題：工商銀行泉州分行　切入點(diǎn)：信用卡　出處：《華僑大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著大數(shù)據(jù)、移動(dòng)互聯(lián)時(shí)代的來臨,加之,居民可支配收入提高、國家征信系統(tǒng)的不斷完善以及國內(nèi)經(jīng)濟(jì)急需消費(fèi)刺激,我國信用卡行業(yè)進(jìn)入了發(fā)展的巔峰期。工商銀行泉州分行信用卡中心作為我國首家進(jìn)行事業(yè)部制改革的國有大型信用卡專營機(jī)構(gòu)。盡管擁有強(qiáng)大的營銷渠道和品牌優(yōu)勢,但同行業(yè)以及大量新型互聯(lián)網(wǎng)企業(yè)的快速崛起,不斷撼動(dòng)著該行的核心地位。因此,高效地利用科技創(chuàng)新,構(gòu)建自身的核心優(yōu)勢和完善的風(fēng)險(xiǎn)控制體系,不斷開拓新市場,進(jìn)而永葆競爭優(yōu)勢,是當(dāng)前工商銀行泉州銀行信用卡中心亟待進(jìn)行的重大工作。本文,首先進(jìn)行綜述國內(nèi)外銀行信用卡業(yè)務(wù)發(fā)展的相關(guān)文獻(xiàn),并分析工商銀行泉州分行信用卡業(yè)務(wù)發(fā)展過程中存在的主要問題,進(jìn)而提出本文旨在解決的問題。其次,基于相關(guān)的市場營銷理論分析該行當(dāng)前信用卡業(yè)務(wù)發(fā)展的內(nèi)外部環(huán)境,結(jié)合該行的優(yōu)勢,指出該行可抓住的發(fā)展機(jī)遇、可實(shí)施的有效規(guī)避風(fēng)險(xiǎn)和挑戰(zhàn)的營銷策略等。再次,對(duì)泉州地區(qū)信用卡市場展開實(shí)地的問卷調(diào)查,并利用STP理論分析泉州信用卡細(xì)分市場,結(jié)合工商銀行泉州銀行信用卡的現(xiàn)行營銷策略以及資源,確定適合該行服務(wù)的信用卡目標(biāo)市場。最后,根據(jù)實(shí)際調(diào)研數(shù)據(jù),利用統(tǒng)計(jì)工具對(duì)其進(jìn)行分析,并利用4PS營銷理論工具,結(jié)合該行服務(wù)的目標(biāo)市場,制定適合該行信用卡發(fā)展的營銷策略,并提出合理且高效的保障措施。本研究針對(duì)性強(qiáng),且具備一定的可行性,一方面對(duì)工商銀行泉州分行制定和實(shí)施信用卡業(yè)務(wù)相關(guān)營銷策略具有一定的借鑒意義,另一方面也給同行業(yè)其他銀行帶來一定經(jīng)驗(yàn)參考。
[Abstract]:With the advent of big data, the era of mobile interconnection, coupled with the rising disposable income of residents, the continuous improvement of the national credit system and the urgent need for consumer stimulus in the domestic economy, The credit card industry of our country has entered the peak period of development. The credit card center of Quanzhou branch of ICBC is the first large state-owned credit card monopoly institution to carry out the reform of the business ministry system in China. Despite its strong marketing channels and brand advantages, However, the rapid rise of the same industry and a large number of new Internet enterprises has constantly shaken the core position of the bank. It is an urgent task for the credit card center of Quanzhou Bank of Industrial and Commercial Bank of China to keep its competitive advantage forever. In this paper, first of all, we review the relevant documents on the development of credit card business at home and abroad. It also analyzes the main problems existing in the development of credit card business in Quanzhou Branch of ICBC, and then puts forward the problems to be solved in this paper. Secondly, based on the relevant marketing theory, the paper analyzes the internal and external environment of the credit card business development of the bank at present. Combined with the advantages of the bank, the paper points out that the bank can seize the development opportunities and implement effective risk avoidance and challenge marketing strategies. Thirdly, a questionnaire survey on the credit card market in Quanzhou area is carried out. And using the STP theory to analyze the credit card segmentation market of Quanzhou, combined with the current marketing strategy and resources of Quanzhou bank credit card of ICBC, to determine the target market of credit card suitable for the bank. Finally, according to the actual investigation data, Using statistical tools to analyze it, using 4PS marketing theory tools, combining with the target market of the bank's service, to formulate the marketing strategy suitable for the bank's credit card development, and to put forward reasonable and efficient safeguard measures. And has certain feasibility, on the one hand for ICBC Quanzhou Branch to formulate and implement the credit card business related marketing strategy has certain reference significance, on the other hand also brings certain experience reference to other banks in the same industry.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.2

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本文編號(hào)：1618622