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目录
摘要 ··············································································· V
Abstract ·········································································· VI
第一章绪论 ······································································ 1
第一节研究背景································ ································ ············ 1
第二节研究意义································ ································ ············ 2
一、理论意义 ································ ································ ···························· 2
二、实践意义 ································ ································ ···························· 3
第三节国内外研究现状································ ································ ··· 3
一、国外研究现状 ································ ································ ······················ 3
二、国内研究现状 ································ ································ ······················ 5
三、文献评述 ································ ································ ···························· 8
第四节研究内容与方法································ ································ ···· 9
一、研究内容 ································ ································ ···························· 9
二、研究方法及技术路线 ································ ································ ··········· 10
第二章相关概念及理论基础 ··············································· 12
第一节相关概念及理论的界定································ ························· 12
一、信用卡相关概念 ································ ································ ················· 12
二、7PS营销理论································ ································ ····················· 14
第二节营销策略分析相关理论································ ························· 17
一、PEST分析································ ································ ························· 17
二、波特五力模型分析 ································ ································ ·············· 18
三、SWOT分析 ································ ································ ······················· 19
第三章 XY银行 YN信用卡中心营销环境分析························· 21
第一节 XY银行 YN信用卡中心宏观环境分析································ ····· 21
一、政治环境分析 ································ ································ ···················· 21
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二、经济环境分析 ································ ································ ···················· 23
三、社会环境分析 ································ ································ ···················· 27
四、技术环境分析 ································ ································ ···················· 32
第二节 XY银行 YN信用卡中心微观环境分析································ ····· 35
一、供应商的讨价还价能力 ································ ································ ········ 35
二、购买者的讨价还价能力 ································ ································ ········ 36
三、潜在竞争者进入的能力 ································ ································ ········ 37
四、替代品的替代能力 ································ ································ ·············· 38
五、行业内竞争者现在的竞争能力 ································ ······························· 41
第三节 XY银行 YN信用卡中心服务营销 SWOT分析··························· 45
一、优势分析 ································ ································ ·························· 45
二、劣势分析 ································ ································ ·························· 48
三、机会分析 ································ ································ ·························· 49
四、外部威胁分析 ································ ································ ···················· 51
五、SWOT小结 ································ ································ ······················· 53
第四章 XY银行 YN信用卡中心服务营销现状及存在的问题 ······· 55
第一节 XY银行及 YN信用卡中心业务概况································ ········· 55
一、XY银行简介 ································ ································ ····················· 55
二、XY银行 YN信用卡中心业务概况 ································ ·························· 56
第二节 XY银行 YN信用卡中心服务营销现状································ ····· 59
一、产品情况 ································ ································ ·························· 59
二、价格情况 ································ ································ ·························· 60
三、产品促销 ································ ································ ·························· 61
四、营销渠道 ································ ································ ·························· 63
五、人员情况 ································ ································ ·························· 67
六、有形展示 ································ ································ ·························· 64
七、服务过程 ································ ································ ·························· 65
第三节 XY银行 YN信用卡中心服务营销问题调研分析························· 65
一、访谈内部员工调研分析 ································ ································ ········ 65
二、调查问卷设计及数据分析 ································ ································ ····· 66
第四节 XY银行 YN信用卡中心服务营销存在的问题···························· 77
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一、产品问题 ································ ································ ·························· 77
二、价格问题 ································ ································ ·························· 78
三、促销问题 ································ ································ ·························· 79
四、渠道问题 ································ ································ ·························· 80
五、人员问题 ································ ································ ·························· 81
六、有形展示问题 ································ ································ ···················· 81
七、服务过程问题 ································ ································ ···················· 82
第五章 XY银行 YN信用卡中心服务营销策略优化··················· 84
第一节产品策略优化································ ································ ····· 84
一、丰富产品种类 ································ ································ ···················· 84
二、创建差异化产品 ································ ································ ················· 85
三、强化产品增值服务 ································ ································ ·············· 85
四、打造专属信用卡品牌 ································ ································ ··········· 86
第二节价格策略优化································ ································ ······ 86
一、优化收费项目 ································ ································ ···················· 86
二、采取差异化定价 ································ ································ ················· 87
第三节促销策略优化································ ································ ······ 88
一、加大宣传力度 ································ ································ ···················· 88
二、丰富活动类型 ································ ································ ···················· 89
三、增加特约商户 ································ ································ ···················· 89
第四节渠道策略优化································ ································ ······ 90
一、加大线下渠道力度 ································ ································ ·············· 90
二、拓展线上渠道营销 ································ ································ ·············· 90
第五节人员策略优化································ ································ ····· 91
一、完善员工培训机制 ································ ································ ·············· 91
二、完善业务激励机制 ································ ································ ·············· 91
三、建立审批和风控团队 ································ ································ ··········· 92
第六节有形展示策略优化································ ······························· 93
一、规范宣传展示资料 ································ ································ ·············· 93
二、加大展示宣传力度 ································ ································ ·············· 93
三、设立产品特色展示墙 ································ ································ ··········· 93
III
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