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MBA硕士毕业论文_M信用社贷记卡营销策略研究PDF

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在银行发展过程中,银行卡业务发挥着重要作用,因此,各大商业银行都非 常重视该项任务的发展。FM农信社是一家地方性金融机构,其秉承的发展理念 是“服务三农、服务城乡社区”,充分发挥自身服务网点数量多、覆盖面积广、 服务农村经济发展的优势,积极承担推动社会经济发展的责任。近几年,增强了 贷记卡服务的推广力度,积极支持地方经济发展。 FM农信社发展过程中,随着发卡数量的持续增加,贷记卡业务出现很多问 题,对其整体发展产生严重影响,当前FM信用社的贷记卡营销策略存在着一些 问题,包括产品创新能力不足、产品匹配消费场景少、定价单一、定价机制不灵 活、营销依赖线下网点、营销渠道狭窄、促销形式同质化,以及促销手段的指向 性不明。 经过研究,FM信用社贷记卡营销的策略建议是:第一,通过持续的产品创 新、拓展联名合作来改善产品策略;第二,灵活定制手续费,并兼顾两种盈利模 式来优化产品策略;第三,通过引进智能营销终端来优化渠道结构,进一步搭建 线上的营销平台,开展联合营销来拓展合作渠道;第四,以现金回报促销、提供 短期免息小额分期贷款、衣食住行的促销来丰富促销形式,并且支持提供针对性 的特色服务提升促销指向性;第五,通过规范业务流程、吸引培养优秀的营销人 才来保障FM信用社贷记卡的营销策略落地。 研究过程中,并没有和大型商业银行对比分析贷记卡营销的细节,在未来的 研究中将通过比较分析、强化数据论证进一步优化。 关键词:农村信用社;贷记卡;营销策略 Abstract IV ABSTRACT Intheprocessofbankdevelopment,bankcardbusinessplaysanimportantrole. Therefore,majorcommercialbanksattachgreatimportancetothedevelopmentof thistask.FMRuralCreditCooperativeisalocalfinancialinstitution.Itsdevelopment philosophyis"servingagriculture,ruralareasandruralcommunities,servingurban andruralcommunities",givingfullplaytoitsadvantagesinitslargenumberof serviceoutlets,widecoverage,andservingruraleconomicdevelopment,andactively undertakestopromotesocietyResponsibilityforeconomicdevelopment.Inrecent years,thepromotionofcreditcardserviceshasbeenstrengthenedtoactivelysupport localeconomicdevelopment. InthedevelopmentprocessofFMruralcreditcooperatives,withthecontinuous increaseofthenumberofcardsissued,therearemanyproblemsinthecreditcard business,whichhaveaseriousimpactontheoveralldevelopmentofFMruralcredit cooperatives.Atpresent,therearesomeproblemsinthecreditcardmarketing strategyofFMruralcreditcooperatives,includinginsufficientproductinnovation ability,fewproductmatchingconsumptionscenarios,singlepricing,inflexiblepricing mechanism,marketingdependenceonofflineoutlets,andnarrowmarketingchannels Narrow,homogeneousformofpromotion,andthedirectionofpromotionmeansis unclear. Researchsuggestions:first,improveproductstrategythroughcontinuousproduct innovationandjointmarketing;second,optimizeproductstrategybyflexibly customizingservicechargeandconsideringtwoprofitmodels;third,optimizechannel structurebyintroducingintelligentmarketingterminal,furtherbuildonlinemarketing platformandcarryoutjointmarketing;fourth,expandcooperationchannelsby introducingintelligentmarketingterminalInordertoenrichthepromotionforms,we shouldprovidecashreturnpromotion,short-terminterestfreemicroinstallmentloan, andthepromotionofclothing,food,housingandBankofChina,andsupportthe Abstract V provisionoftargetedcharacteristicservicestoimprovethedirectionofpromotion. Fifth,weshouldensuretheimplementationofmarketingstrategyofFMcreditcard bystandardizingbusinessprocessesandattractingandcultivatingexcellentmarketing talents. Intheresearchprocess,thereisnocomparativeanalysisofthedetailsofcredit cardmarketingwithlargecommercialbanks.Inthefutureresearch,itwillbefurther optimizedthroughcomparativeanalysisandstrengtheningdatademonstration. Keywords:ruralcreditcooperatives;creditcard;marketingstrategy 目录 VI 目录 摘要........................................................................................................III ABSTRACT...................................................................................................IV 第一章绪论................................................................................................1 第一节研究背景及研究意义..........................................................................1 一、研究背景.................................................................................................................1 二、研究意义.................................................................................................................2 第二节研究方法和研究技术路线..................................................................3 一、研究方法.................................................................................................................3 二、技术路线.................................................................................................................4 第三节研究内容和创新点..............................................................................5 一、研究内容.................................................................................................................5 二、可能的创新点.........................................................................................................7 第二章相关文献综述...............................................................................8 第一节国外相关文献......................................................................................8 第二节国内相关文献....................................................................................11 第三节简要评述............................................................................................14 第三章FM信用社贷记卡营销现状及存在的问题..............................16 第一节FM信用社简介.................................................................................16 第二节FM信用社贷记卡营销现状.............................................................16 一、贷记卡发卡数量增长迅速...................................................................................16 二、贷记卡交易量快速上升.......................................................................................17 三、贷记卡营销策略现状分析...................................................................................21 第三节FM信用社贷记卡营销存在的问题.................................................28 一、产品创新能力不足,匹配场景少.......................................................................28 二、价格策略单一,机制不灵活...............................................................................29 三、渠道依赖线下,狭窄...........................................................................................30 目录 VII 四、促销形式单一,指向不明...................................................................................30 第四章FM信用社贷记卡营销环境分析..............................................32 第一节贷记卡产品认知度和持有情况的问卷调查....................................32 一、问卷设计与调查...................................................................................................32 二、部分借贷卡产品认知度和使用情况分析...........................................................32 第二节FM信用社卡业务PEST分析..........................................................35 一、FM农信社贷记卡营销政治环境分析................................................................36 二、FM农信社贷记卡营销经济环境分析................................................................37 三、FM农信社贷记卡营销社会环境分析................................................................37 四、FM农信社贷记卡营销技术发展分析................................................................38 第三节FM信用社卡业务竞争环境分析.....................................................38 第四节FM信用社卡业务SWOT分析........................................................40 一、贷记卡营销发展优势...........................................................................................40 二、贷记卡营销发展劣势...........................................................................................43 三、贷记卡营销发展的机遇.......................................................................................44 四、贷记卡营销发展面临的威胁......................................................................