我国的商业银行业务经过几十年的发展已走向了金融产业的前端，金融市场的活跃 在给商业银行带来巨大机遇的同时也给商业银行带来了激烈的竞争。经济的快速发展促 使商业银行在经营管理方面做出全方位的创新，在信用卡市场竞争激烈的情况下，各行 信用卡的同质化显现，此时突出信用卡产品及服务的差异化、细分市场，以满足不同持 卡人对信用卡的便捷需求就显得尤为重要。各大商业银行逐渐将信用卡的营销转为精细 化管理。在市场细分上，各银行针对不同的客户群进行了不同的需求分析，但现在仍处 于初级阶段，即在信用卡营销市场上有待进一步的开发和完善。 本人 2014 年暑期在某银行信用卡部进行营销实践，深刻体会到客户群细分以及优 质客户对商业银行的重要性。在各商业银行信用卡业务转型的过渡期间，若能优化客户 细分并推出有市场的产品，对于银行抢占市场、提高市场占有率有着至关重要的作用。 实践中我发现，教师群体属于优质客户，是各大银行争抢的对象，但目前银行并没有对 设计教师专用信用卡。但是在我经过一番调研后发现，教师们非常希望能有自己专用的 信用卡。面对这样的市场供需矛盾，促使我想到为教师客户群设计开发专用的信用卡。 本文按照产品推广策划书的格式进行层层分析。第一部分是创意的形成，对当前的 信用卡市场进行分析，并就银行未给予教师客户群足够的重视做出了较深入的阐述。第 二部分是具体的设计方案，主要讲述了教师信用卡的创新点、功能以及卡面设计要点。 第三部分为具体的营销策略。最后一部分是教师信用卡的收益及风险评价。该策划书在 以职业为特征的市场细分基础上提出创制教师信用卡，在满足教师客户群社会需求、经 济需求的同时，希望可以在商业银行的信用卡营销方面提供些许帮助，从而提高银行的 社会影响力并实现其长期利润的增长。 关键词：信用卡 教师客户群 市场细分 特色营销III Abstract After decades of development of Chinese commercial Banks have to the front end of the financial industry, active in the financial markets for commercial Banks to bring huge opportunities at the same time, it brings to the commercial bank the competition. The rapid development of the country to make a full range of commercial Banks in operation and control innovation, under the condition of the credit card market competition intensified, all appeared the homogeneity of credit card, the outstanding credit card products and service differentiation, market segment, in order to satisfy the demands of different cardholder on the credit card is convenient is particularly important. Each big commercial bank credit card marketing gradually to fine management. On the market segmentation, Banks analyzes different requirements for different customers, but now is still in its infancy, namely in the credit card marketing market needs further development and perfect. 2014 summer internship in the department of credit cards , I have realized the importance of customer segmentation and customer quality of commercial banks. During the transition the commercial bank credit card business transformation, customer segmentation and optimization if there is a market launch of the product, for banks to seize the market, increase market share, has a vital role. In practice I have found that groups of teachers are high-quality customers, banks are the object of competition, but the bank did not design the credit card dedicated teachers. But after some research I found that teachers are very much like to have their own dedicated credit card. Faced with such a supply and demand market, prompted me to think of the customer base for teachers to design and develop special credit card. This paper analyzes the format layers of product promotion planning books. The first part is the creative formation of the current credit market analysis, and to the bank did not give enough attention to teachers' customer base to make a more thorough elaboration. The second part is the design of specific programs, mainly about the innovation of teachers credit card, the card face features and design points. The third part is a specific marketing strategy. The last part is the income and credit risk evaluation of teachers. The career-planning bookIV market characterized by segmentation based on the proposed creation of a credit card teacher, teacher to meet the needs of the customer base of social and economic needs, while, hoping to provide some help in the marketing of commercial bank credit card to enhance the bank's social influence and achieve its long-term profit growth. Key Words: credit card Teachers' customer community Market segmentation Marketing featureV 目 录 摘要.............................................................IV Abstract..........................................................III 1 教师信用卡创意的形成.............................................1 1.1 教师信用卡的内涵.............................................1 1.2 教师信用卡在我国的发行现状...................................1 1.3 商业银行必须重视教师信用卡推广的因由.........................1 1.3.1 信用卡业务市场竞争强度不断加大...........................2 1.3.1.1 发卡数量逐年增长.....................................2 1.3.1.2 市场占有率分布不均...................................2 1.3.1.3 客户群细分在逐步走向精细化...........................2 1.3.2 信用卡业务竞争内容复杂多样...............................2 1.3.2.1 市场占有率的竞争.....................................2 1.3.2.2 特约商户的竞争.......................................3 1.3.2.3 人才的竞争...........................................3 1.3.2.4 服务品质的竞争.......................................3 1.3.2.5 价格的竞争...........................................3 1.3.3 教师信用卡开发存在短板...................................4 1.3.3.1 对教师客户群的市场有效细分不足.......................4 1.3.3.2 同质化严重，缺乏差异化服务...........................4 1.3.3.3 品牌知名度不高，持卡人忠诚度不够.....................4 1.3.4 商业银行具备改良教师专用卡的条件.........................5 1.3.4.1 先进的技术支撑，完善的风险管理系统...................5 1.3.4.2 多样化的营销渠道.....................................5 1.3.4.3 信用卡营销人员队伍庞大...............................5 1.3.4.4 教师客户群的消费观念正在逐渐改变.....................5 1.3.5 教师客户群的需求特征已经基本把握.........................5 1.3.5.1 对专用信用卡有较高的期待.............................5VI 1.3.5.2 教师对信用卡的关注点明显趋同.........................5 1.3.5.3 性格特征具有高度相似性...............................5 1.3.5.4 年龄层次各异，但青壮年居多...........................6 1.3.5.5 收入水平相对较高.....................................6 1.3.5.6 职业性质具有社会影响力...............................6 1.3.5.7 受教育程度普遍在大中专以上...........................7 2 产品研发设计方案.................................................8 2.1 教师信用卡研发创新的出发点...................................8 2.1.1 以职业特征为市场细分的依据 ...............................8 2.1.2 外观及品牌设计彰显银行、教师客户群风采 ...................8 2.1.2.1 外观设计具有文化收藏价值.............................8 2.1.2.2 品牌设计凸显教师形象.................................8 2.2 教师信用卡的功能设计要点.....................................9 2.2.1 通用性 ...................................................9 2.2.2 自动还款功能 .............................................9 2.2.3 理财功能 .................................................9 2.2.4 照片识别功能 ............................................10 2.2.5 移动支付功能 ............................................10 2.2.6 增值附加功能 ............................................10 2.3 教师信用卡的卡面设计要点....................................10 2.3.1 设计具有职业特色的卡片名称 ..............................10 2.3.2 使教师信用卡成为一套收藏品 ..............................11 2.3.3 将中国风与身边的感动融入卡片的设计 ......................11 2.3.4 卡片技术紧随科技进步 ....................................11 3 产品营销策略....................................................12 3.1 开拓特色的营销渠道..........................................12 3.1.1 沿用传统营销渠道 ........................................12 3.1.2 积极拓展特色的营销渠道 ..................................12 3.1.3 合理利用大数据平台开拓营销渠道 ..........................12VII 3.1.3.1 教师客户智能实现个性化..............................12 3.1.3.2 事件营销把握大局....................................13 3.2 开发多种文化传播方式........................................13 3.3 创新促销方式................................................14 3.3.1 广告设计需深入人心 ......................................14 3.3.2 加强与商户开展有针对性的合作 ............................15 3.3.3 其他促销策略 ............................................15 3.4 人员推广策略................................................15 3.4.1 营销人员的培训要求 ......................................15 3.4.2 增强风险防范意识 ........................................16 3.4.3 严格要求售后服务质量 ....................................16 3.4.4 激励营销人员的薪酬制度 ..................................16 3.5 完善后台保证技术............................................16 4 教师信用卡的收益评价与风险管理..................................18 4.1 教师信用卡的收益评价........................................18 4.1.1 教师信用卡的收益表达式分析 ..............................18 4.1.1.1 利息收入............................................18 4.1.1.2 回佣收入............................................18 4.1.1.3 年费收入............................................19 4.1.1.4 其他收入............................................19 4.1.1.5 隐性收入............................................20 4.1.2 教师信用卡的成本表达式分析 ..............................20 4.1.2.1 资金成本............................................20 4.1.2.2 运营及营销成本......................................20 4.1.2.3 坏账成本............................................21 4.1.2.4 欺诈损失成本........................................21 4.1.3 市场开拓与占领提升综合竞争力带来的社会效益 ..............22 4.2 教师信用卡推广后的可能风险..................................22 4.2.1 市场风险 ................................................22VIII 4.2.2 经营管理风险 ............................................23 4.2.3 财务风险 ................................................24 4.3 风险管理对策建议............................................24 4.3.1 紧随国家政策，高效调研并布置周密计划 ....................24 4.3.2 提高教师信用卡业务的管理水平 ............................24 4.3.3 严格资信调查，保证发卡质量 ..............................24 4.3.4 专用的风险管理系统方便快捷安全 ..........................24 4.3.5 监督商户的交易活动 ......................................25 小结...............................................................26