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MBA硕士论文_GF银行昆明信用卡营销策略研究DOC

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文本描述
摘要
很长时间以来,国内商业银行以传统业务为主,主要利润来源为存款、贷
款利差,对于中间业务的重视和发展都未放到重要的地位。然而,我国加入WTO,
外资银行数量不断增加,加之我国不断深入的金融改革,导致传统业务利润压缩
和传统业务经营风险加大,大力发展中间业务对国内商业银行来说就显得尤为关
键。中间业务相比于传统业务不但成本低,而且经营风险较小,收益还比传统业
务高,创新潜力大,同时对于拓宽利润渠道,分散规避风险都有着不可轻视的作

近些年来,国内各商业银行业务范畴与规模逐步增大,中间业务类型也越加
丰富。然而,国内中间业务无论是在收入结构上还是在盈利能力上与国外的商业
银行相比仍然存在很大差距。不论是风险角度还是从盈利角度考虑,国内商业银
行积极发展这一业务成为必然趋势。在众多中间业务的种类中,各家银行都很重
视信用卡业务,为此很多银行专门成立了信用卡营销团队;因此,掌握中间业务
的相关知识,研宄如何发展中间业务,如何制定符合国内金融机构发展实际的中
间业务营销策略,成为了国内金融学者研宄的课题之一

国内外银行竞争日益激烈,国内银行传统业务利润收窄,中国的银行业面临
着越来越严峻的考验。而众多银行金融机构在抢占零售业务之初,就是信用卡市
场的角逐。如何加强中间业务的营销,提高利润率,从信用卡业务角度出发,研
究信用卡市场现状,结合国内外优秀案例,探讨出行之有效的营销策略,是GF
行亟需解决的问题

本研宄是以企业市场营销管理的视野为基础,沿着企业市场营销管理的逻辑
而展开的。论文首先界定了银行中间业务的内涵、分类及其特点,介绍了银行信
用卡的概念、作用,介绍了 GF银行信用卡业务发展的情况;梳理了企业市场营
销策略的相关理论,包括企业市场营销环境的分析方法,企业目标市场营销战略
(STP)的相关内容,企业市场营销策略的基本内涵;同时,分析了国内信用卡
市场和业务的基本概况,介绍了信用卡业务发达国家和地区(如美国、台湾和香
港等地)的一些先进营销经验;并重点阐述了 GF银行昆明分行现阶段信用卡业
务的实施情况和存在的问题

论文遵循企业市场营销管理的范式,详细分析了 GF银行昆明分行信用卡业
务营销环境的性质,以企业目标市场营销战略S.T.P.过程理论,讨论了 GF银行
I 昆明理工大学硕士学位论文
GF银行中间业务营销策略研究
昆明分行现阶段信用卡业务的市场细分、目标市场选择、市场定位三个开展市场
营销活动的关键问题。并以企业市场营销组合策略理论为指导,提出了GF银行
昆明分行信用卡业务的营销策略

关键词:银行中间业务,信用卡,目标市场营销战略,企业营销策略
II 昆明理工大学硕士学位论文
GF银行中间业务营销策略研究
ABSTRACT
For a long timethe domestic commercial Banks has been the traditional
business is given priority to, the main source of profit for the deposit and loan spreads,
for the recognition and development of intermediate business are not in the important
position. However,China&39;s accession to the WTO, the increasing number of foreign
Banks, combined with the deepening of financial reform in our country, lead to the
traditional business profit compression and traditional business management risk, to
vigorously develop intermediary business in domestic commercial Banks is
particularly critical. Intermediary business compared to traditional business not only
the cost is low, and less business risk, income is higher than traditional business,
innovation potential,to widen the channel of the profits at the same time, the
dispersed risk aversion has not to be sneezed at.
In recent years, domestic commercial Banks business category to scale
increasing, the intermediate business types and more abundant. However, the
domestic intermediary business in both income structure and compared with foreign
commercial Banks on the profitability there is still a great gap. Both risk and think in
terms of profitability, the domestic commercial Banks to develop the business become
inevitable trend. Therefore, to master relevant knowledge of intermediary business,
study how to develop the middle page, how to develop in line with the development
of domestic financial institutions in the middle of the actual business marketing
strategy, become one of the domestic financial scholars research topic.
Banks increasingly competitive at home and abroad, the domestic Banks narrow
traditional business profit, China&39;s banking industry is facing more and more serious
test. While many Banks at the beginning of the financial institutions in the grab the
retail business, is the credit card market. How to strengthen the marketing
intermediary business, improve profit margins, from the Angle of the credit card
business, the credit card market present situation, combined with excellent examples
at home and abroad, discusses the effective marketing strategy, is GF line needs to
solve the problem.
This study is based on the enterprise marketing management perspective, along
in 昆明理工大学硕士学位论文
GF银行中间业务营销策略研究
the logic of enterprise marketing management. Paper first defines the connotation,
classification and characteristics of bank intermediary business, this paper introduces
the concept of bank credit card, function; Combed the relevant theories of the
enterprise market marketing strategy;, including the enterprise market marketing
environment analysis method, the goal of enterprise marketing strategy (STP) related
content, the basic connotation of enterprise marketing strategy; At the same time, the
paper analyzes the basic situation of the domestic credit card market and business, this
paper introduces the credit card business in developed countries and regions, such as
the United States, Taiwan and Hong Kong, etc) of some of the advanced marketing
experience; And expounds the GF kunming branch current situation of the
implementation of the intermediary business and the existing problems.
Follow the enterprise marketing management paradigm, the thesis analyzes the
properties of the GF bank intermediary business marketing environment of kunming
branch, to enterprise target market marketing strategy S.T.P. process theory, discusses
the GF bank intermediary business at present stage in kunming branch of market
segmentation, target market selection, market positioning three key problems to carry
out marketing activities. And guided by the enterprise marketing mix strategy theory,
put forward the GF kunming branch credit card marketing strategy of the intermediate
business.
Key words: bank middle business credit card, target market marketing strategy, the
enterprise marketing strategy.
IV 昆明理工大学硕士学位论文
GF银行中间业务营销策略研宄
目录
顧 I
ABSTRACT Ill
賊 i
第1章绪论 1
1.1研究背景1.1. 1中国信用卡市场的发展简介1. 1. 2银行信用卡营销研究现状1.2本文的研宄意义1.2. 1目前银行信用卡业务发展的状况1. 2. 2发达国家和地区信用卡发展的状况1.2. 3本文的研宄意义第2章企业市场营销策略相关理论的综述2.1银行中间业务的概念2.1. 1中间业务的概念2.1. 2商业银行中间业务的种类2. 1. 3中间业务的特点和作用2. 2银行信用卡业务特点2.2. 1信用卡的内涵2. 2. 2信用卡的突出特征:2.2.3信用卡的类型:2. 3企业市场营销环境和分析方法(SWOT)2. 3. 1市场营销环境之分析方法——SWOT法2. 4企业目标市场营销战略(STP)2. 4. 1S.T. P理论2. 5企业市场营销策略组合2. 5. 1营销组合4Ps理论2.6 7Ps营销理论
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