在对研宄背景、意义、文献综述和相关理论进行介绍和系统性梳理的基础上,本文
对深圳分行的信用卡营销策略进行了深入的研究分析,从宏观层面分析了深圳分行信
用卡营销的政治、经济、社会和技术环境。同时,从微观层面分析发现了银行在产品
策略、定价策略、营销渠道和促销策略这四方面的问题现状,并分析了出现这些问题
的原因。最后,为了更好地制定优化策略,本文对深圳地区信用卡消费者进行了偏好
分析,运用现代营销思维和理论,从营销4Ps策略方案优化、关系营销和保障措施等
方面综合提出了具体的营销方案优化改进建议
总之,本研究具有很强的研宄针对性,具有一定的实践研究和学术研宄价值,以现
状分析出发,为其信用卡业务营销的发展提供了切实可行的策略优化建议和保障措施
本文的研宄结果和方法也可以试用于其他商业银行的营销策略改进,对同行业的营销
管理具有借鉴和参考意义
关键字:信用卡;ZS银行深圳分行;营销策略优化;保障措施
西南交通大学硕士研究生学位论文
第丨丨页
Abstract
The first credit card of China was issued by the Bank of China Zhuhai Branch in 1985.
Since then, with the economic prosperity brought by reform and opening-up , the credit card
business has been developed rapidly. According to China&39;s credit card industry development
blue book (2015), based on the major credit card issuer banking institutions of historical data
statistics, there were 432 million credit cards in circulation on the credit cai＊d market in 2015.
From the perspective of growth rate of credit card business, the credit card market has
become saturated already, which requires that each bank has to transform from the original
extensive business model to fine management mode in the credit card business management
planning, as well as using scientific management tools and strategies to develop credit card
business more efficiently. As an indispensable link in modern business , the research of
credit card marketing strategy has become an important factor to promote the development
of credit card business .In order to recognize internal and external environment of the
development of credit card business, and find out the existing problems and reasons in the
marketing strategy, to help the branch to optimize and improve the marketing strategy, and
finally the core competitive ability of the branch in the credit card market, this paper takes
the credit card marketing strategy of Shenzhen branch of ZS Bank as the research object, to
cariy out empirical research on the marketing strategies.
First of all, based on the introduction and systematic analysis of the background,
significance, literature review and relevant theories, this paper takes profound analysis on
the credit card marketing strategy of Shenzhen Branch. From the macro lever, it analyzes the
political, economic, social and technical environment of credit card marketing in Shenzhen.
Beside, from the micro-level, it analyzes the bank in the product strategy, pricing strategy,
marketing channels and promotional strategies of the four aspects of the current situation,
and analysis of the reasons for these problems. Finally, in order to better formulate the
optimization strategy, this article has carried on the preference analysis to the Shenzhen area
credit card consumer. Based on the modem marketing thought and the theory, it
comprehensively proposes concrete optimization improvement suggestion from the
marketing 4Ps strategy plan optimization, the relations marketing and the safeguard measure
and so on.
In a word, this research has strong research relevance, with certain practical research
and academic research value. It has provided feasible strategy optimization suggestion and 西南交通大学硕士研究生学位论文
第I丨I页
tile safeguard measure for the credit card business marketing development via the present
situation analysis. The research results and methods could also be used to improve the
marketing strategy of other commercial banks, which is of reference significance to the
marketing management in the same industry.
Key words: Credit Card ; ZS Bank Shenzhen Branch ; Marketing Strategy Optimization;
Safeguard Measure 西南交通大学硕士研究生学位论文
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目录
胃1胃舰 1
1-1研宄背景 1
1.2研宄意义与目的1.3国内外相关信用卡营销文献综述1.3.1国外相关信用卡营销文献综述1.3.2国内相关信用卡营销文献综述1.4研究内容与方法1.4.1研宄内容1.4.2研究方法第2章相关研究理论基础2.1信用卡相关知识概念2.1.1信用卡的定义2.1.2信用卡的分类2.1.3信用卡的发展历程2.2信用卡营销相关理论2.2.1信用卡营销的定义2.2.2 4Ps 理论和 4Rs 理论2.2.3市场定位理论(STP)第3章ZS银行深圳分行信用卡营销策略现状分析3.1 ZS银行深训分行信用卡业务发展基本情况简介3.1.1 ZS银行深圳分行简介3.1.2 ZS银行深圳分行信用卡业务发展现状3.2ZS银行深圳分行信用卡营销宏观环境分析(PEST)3.2.1政治环境分析3.2.2经济环境3.2.3社会文化环境3.2.4技术环境分析
18 西南交通大学硕士妍究生学位论文
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3.3 ZS银行深圳分行信用卡营销策略中存在的主要问题3.3.1产品策略3.3.2定价策略
22
3.3.3营销渠道策略
22
3.3.4促销策略
24
3.4 ZS银行深训分行信用卡营销策略问题成因
25
3.4.1银行营销文化的缺失
25
3.4.2目标市场不明确
25
3.4.3增值服务系统不成熟
25
3.4.4对营销活动的针对性开展把握性不够
26
3.4.5营销考核制度有待完善
.....26
第4章深圳地区信用卡消费偏好因素分析
27
4.1调研问卷设计与实施方法
,.27
4.1.1问卷调查内容设计
27
4丄2问卷调査数据信度、效度检验
27
4.2调研样本数据结果统计分析
28
第5章ZS银行深圳分行信用卡营销策略改进方案
36
5.1 ZS银行深圳分行信用卡产品STP战略
36
5.1.1市场细分
36
5.1.2目标市场选择
37
5.1.3市场定位
37
5.2 ZS银行深圳分行信用卡营销4Ps策略优化
38
5.2.1产品策略
38
5.2.2价格策略
40
5.2.3分销策略
41
5.2.4促销策略
44
5.3 ZS银行深圳分行信用卡关系营销策略
46
5.3.1与客户建立结构性纽带关系
46
5.3.2加强与客户的社会纽带关系
46
5.3.3关注老客户的终身价值
46 西南交通大学硕士研究生学位论文
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5.3.4重视客户服务,及时响应客户的需求
47
第6章ZS银行深圳分行信用卡营销方案保障措施
48
6.1建立客户满意度为导向的营销理念
48
6.2建立智能化的信用卡数据分析平台
49
6.3提高信用卡风险防范能力
49
6.4提升客户服务机制
50
6.5提高营销人员素质水平,完善营销绩效考核内容
51
^ & 52
m ilt 54
教献 55
附录
59
西南交通大学硕士研究生学位论文
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第1章绪论
1.1研究背景
随着我国社会经济的发展和金融行业的成熟,信用卡作为承载着信贷与支付重要职
能的个人信用支付工具,在当今的经济生活中起着越来越重要的作用。信用卡在刺激
内需、拉动居民消费和实现商品经济可持续发展中的积极影响日益显现。信用卡业务
和其他金融产品一样,具有“规模经济”的属性,为了达到通过消费提高收入的经营目
的,必须要建立在一定的用卡规模基础上。在经历了前十年的粗放型的业务爆发增长
后,各大银行开始重视信用卡业务发展转型,逐渐由重视开卡转向为重视实际的用卡
情况,近三年的年交易增长率己经超过了新开卡增长率。同时,互联网经济时代的到
来和普及,一方面消费者己经逐步适应并习惯了刷卡支付的方式,信用卡业务也从传
统的线下经济转移到基于移动互联网的线上经济,如电子支付、手机钱包等创新业务;
另一方面,信用卡的用卡环境逐渐完善,市场不断成熟,为信用卡发展提供了良好的
环境土壤。基于这两方面的考虑,信用卡业务己经成为了各大银行争夺和拓展的金融
产品领域,几乎所有的国有商业银
==>>