首页 > 资料专栏 > 论文 > 财税论文 > 金融机构论文 > Z银行石家庄分行信用卡营销策略研究_硕士毕业论文DOC

Z银行石家庄分行信用卡营销策略研究_硕士毕业论文DOC

资料大小:1094KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2023/3/25(发布于广东)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
Research on credit card marketing strategy of Shijiazhuang
branch of Z bank
by
Mengnan Hao
Supervisor: Prof Wensheng Wu
December 2021

河北地质大学硕士学位论文
摘要
随着国内信用卡业务的高速发展,互联网电子商务兴起以及智能手机的普及和应
用的广泛。大家消费的支付手段已经逐步进入电子支付的新时代,信用消费的超前消
费也逐渐成为广大消费者的首选。信用卡产品的促销形式、线上线下营销方式都出现
了严重的同质化现象,在这样的发展背景下,想要进一步发展信用卡业务,就要采取
更加科学的营销策略。因此,结合 Z银行石家庄分行所处的营销环境,针对不同的客
户群体,制定差异化的增值服务,制定具有竞争力的营销策略,以此推动银行信用卡
业务的长期稳定发展。
本次研究主要探讨了 Z银行当前的信用卡业务,以提出 Z银行石家庄分行信用卡
营销策略为目的,采用文献研究、问卷调查、对比分析法相结合的方式,首先分析了
我国的信用卡业务发展现状,阐述了理论背景,对我国的信用卡业务总发展历程进行
了概述,整理了信用卡营销方面的理论。运用 PEST方法对 Z银行石家庄分行信用卡
的营销环境进行了分析,根据 7Ps理论研究对象分析 Z银行石家庄分行的营销情况,
同时结合问卷调查对 Z银行石家庄分行存在的问题进行归纳总结,从而提出具有可行
性的营销策略方案。通过市场需求分析和同行竞争分析,进一步细分目标市场,本文
的研究结论将有助于 Z银行石家庄分行的市场环境适应能力,提升老客户忠诚度和新
客户认可度,再进一步提高 Z银行石家庄分行的信用卡业务竞争力,同时 Z银行利润
将得以提升,结合总行信用卡部门的研发水平,科学的信用卡营销策略提出,为后续
营销奠定了基础的同时,也为广大信用卡营销业务的发展提供一定的借鉴意义。
关键字:Z银行石家庄分行;信用卡业务;营销策略
I

Z银行石家庄分行信用卡营销策略研究
ABSTRACT
With the rapid development of domestic credit card business, the rise of Internet
e-commerce and the popularization and application of smart phones. The means of payment
for everyone's consumption has gradually entered a new era of electronic payment, and the
advance consumption of credit consumption has gradually become the first choice of
consumers. Under the background of serious equivalence of credit card products, promotion
forms and marketing methods, the development of credit card business is inseparable from
scientific credit card marketing strategy. Therefore, combined with the marketing
environment of Shijiazhuang branch of bank Z, formulate differentiated value-added
services and competitive marketing strategies for different customer groups, so as to
promote the long-term development of credit card business.
This paper takes the credit card business of bank Z as the main research object, aims to
put forward the credit card marketing strategy of bank Z Shijiazhuang branch, and uses the
combination of literature research, questionnaire survey and comparative analysis. After
analyzing the realistic and theoretical background of the development of credit card
business, on the one hand, it explains the development process of domestic credit card
business, On the other hand, it makes a theoretical review on the relevant theories of credit
card marketing. Using PEST method, this paper analyzes the marketing environment of
credit card of Shijiazhuang branch of bank Z, analyzes the marketing situation of
Shijiazhuang branch of bank Z according to the research object of 7PS theory, summarizes
the existing problems of Shijiazhuang branch of bank Z combined with questionnaire
survey, and puts forward feasible marketing strategy scheme. By analyzing the needs of
different consumer groups in the market and comparing the competitive advantages of the
same industry, the research conclusions of this paper will contribute to the adaptability to
the market environment of Shijiazhuang branch of bank Z, improve the loyalty of old
customers and the recognition of new customers, further improve the competitiveness of
credit card business of Shijiazhuang branch of bank Z, and improve the profits of bank Z,
Combined with the R & D level of the head office's credit card department, the scientific
credit card marketing strategy is put forward, which not only lays the foundation for
subsequent marketing, but also provides a certain reference for the development of credit
card marketing business.
Keywords: Z Bank Shijiazhuang Branch; Credit card business; The marketing strategy
II
。。。以下略