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MBA毕业论文_业银行哈尔滨市分行信用卡营销策略研究PDF

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金融市场的日益繁荣,百姓生活水平的不断提高,给信用卡业务带来了 新的发展契机,各大银行在信用卡市场上也面临着新的挑战。我国经济的持 续性快速发展,整体信用卡产业的发展势头强劲,也同样进入了高速发展的 时期,行业竞争逐渐走入白热化。面对着规模庞大的市场,各家银行在信用 卡产品的经营方面却不尽如人意。信用卡经营上同质化严重,产品缺乏创新; 市场意识薄弱,营销和宣传手段单一、效果差等,都是现阶段正在面临和亟 待解决的问题。 本文致力于通过对市场营销策略理论的研究,结合农业银行哈尔滨市分 行信用卡业务环境现状,对信用卡业务在现实发展中的竞争优势、劣势进行 剖析,应用4P理论、4C理论以及STP理论等相关营销理论,对目前营销策 略中产品策略、价格策略、渠道策略、推广策略中存在的问题做深层次的探 索和进一步的研究,并根据目前存在的不足,结合智能化、信息化的时代特 色,提出营销策略优化解决方案。最后再结合目前情况,提出保障营销策略 优化方案的各项措施,为中国农业银行哈尔滨市分行的信用卡业务经营提供 强有力的支撑。本文的写作旨在为本行信用卡业务的发展指明方向,同时为 存在相似问题的其他银行在信用卡业务发展方面提供有价值的参考。 关键词:精准营销;异业联盟;业务创新;服务升级;信息化 哈尔滨工业大学工商管理硕士学位论文 - II - Abstract With the increasing prosperity of the financial market, and the constant improvement of people's living standard, there are new development opportunities for credit card businesses, and various banks are also facing new challenges in the credit card market. Since China's economy continues to grow rapidly, and the overall credit card industry enjoys a strong development momentum, we have also entered a period of rapid development, and the industrial competition has gradually become white-hot. In the face of a huge market, our banks find it unsatisfactory to manage credit card products. At present, we are facing and urgently need to solve problems, including the serious homogenization in credit card management, lack of production innovation, weak market awareness, and single and ineffective marketing and publicity, etc. This paper commits itself to the research of marketing strategy theories. Based on the current situation of credit card business environment of Harbin Branch of the Agricultural Bank of China, this paper analyzes the competitive advantages and disadvantages of credit card business in the real development. By applying 4P theory, 4C theory, and STP theory and other relevant marketing theories, this paper makes in-depth exploration and further research on the problems existing in the current marketing strategies, according to the current shortcomings, combined with the intelligent, information-based characteristics of the times, proposed the optimization of marketing strategy solutions. Meanwhile, according to the existing deficiencies, combined with the era characteristics of intelligence and information, this paper provides marketing planning optimized solutions. Finally, based on the current situation, this paper proposes various measures to guarantee marketing planning optimized solutions, in order to provide strong supports for credit card business management in Harbin Branch of the Agricultural Bank of China. The purpose of this paper is not only to point out the directions for the credit card business development in the bank, but also to provide valuable references for credit card business development in other banks where similar problems exist. Keywords: precision marketing, horizontal alliance, business innovation, service upgrade, informatization 哈尔滨工业大学工商管理硕士学位论文 - III - 目 录 摘要 ................................................................................................................. I Abstract ............................................................................................................. II 第1章 绪论 ...................................................................................................... 1 1.1 课题来源及研究的背景和意义 ............................................................... 1 1.1.1 课题的来源 ....................................................................................... 1 1.1.2 课题研究的背景和意义 .................................................................... 2 1.2 国内外相关研究综述 ............................................................................... 3 1.2.1 市场营销理论研究 ............................................................................ 3 1.2.2 影响信用卡使用因素研究 ................................................................ 4 1.2.3 信用卡营销手段及渠道研究 ............................................................ 5 1.2.4 信用卡营销方式创新研究 ................................................................ 6 1.3 论文的研究内容和研究方法 ................................................................... 6 1.3.1 研究内容 ........................................................................................... 6 1.3.2 研究方法 ........................................................................................... 7 1.3.3 研究框架 ........................................................................................... 7 第2章 农行哈市分行信用卡营销现状及问题分析 ......................................... 9 2.1 农行哈市分行信用卡经营环境 ............................................................... 9 2.1.1 农行哈市分行概况 ............................................................................ 9 2.1.2 信用卡业务经营环境分析 .............................................................. 10 2.2 农行哈市分行信用卡营销现状 ............................................................. 14 2.2.1 产品策略现状 ................................................................................. 14 2.2.2 价格策略现状 ................................................................................. 15 2.2.3 渠道策略现状 ................................................................................. 18 2.2.4 市场竞争现状 ................................................................................. 20 2.3 农行哈市分行信用卡营销存在的问题及成因分析 ............................... 21 2.3.1 信用卡产品策略问题及成因分析 ................................................... 21 2.3.2 信用卡价格策略问题及成因分析 ................................................... 23 2.3.3 信用卡渠道策略问题及成因分析 ................................................... 26 2.3.4 信用卡推广策略问题及成因分析 ................................................... 28 2.4 本章小结 ................................................................................................ 30 哈尔滨工业大学工商管理硕士学位论文 - IV - 第3章 农行哈市分行信用卡营销策略优化 .................................................. 32 3.1 信用卡产品策略优化 ............................................................................. 32 3.1.1 市场细分下的精准营销 .................................................................. 32 3.1.2 个性化信用卡创新 .......................................................................... 33 3.1.3 提高服务质量 ................................................................................. 34 3.2 信用卡价格策略优化 ............................................................................. 34 3.2.1 定价差异化策略.............................................................................. 34 3.2.2 制定费用减免政策 .......................................................................... 35 3.3 信用卡营销渠道策略优化 ..................................................................... 35 3.3.1 营业网点升级 ................................................................................. 35 3.3.2 强化互联网等自助平台建设 .......................................................... 36 3.3.3 大力发展交叉营销 .......................................................................... 37 3.4 信用卡推广策略优化 ............................................................................. 38 3.4.1 拓展合作商户活动范围 .................................................................. 38 3.4.2 积分政策升级完善 ........................