文本描述
Abstract
tangibledisplay, andprocessmanagement.Finally,in ordertoguaranteethesmooth
implementation of the credit card business marketing strategy of ICBC L branch, the author
proposes to strengthen favorable safeguards in terms of organizational structure, human resources,
and risk control to guarantee the service quality of credit card marketing business in all aspects
and links, so that ICBC L branch can furtherexpand its market share, enhance its core
competitiveness, and promote the credit card of ICBC L branch business for healthy and
sustainable development.
Keywords: ICBC L branch; credit card business; marketing strategy
III
目录
1.绪论 .......................................................................................................... 1
1.1 研究背景 ........................................................................................... 1
1.2 研究目的与研究意义 ....................................................................... 3
1.3 研究内容 ........................................................................................... 4
1.4 研究框架 ........................................................................................... 5
1.5 研究方法 ........................................................................................... 6
2.理论基础与文献综述 ............................................................................. 7
2.1 PEST理论 ......................................................................................... 7
2.2 五力模型 ........................................................................................... 8
2.3 SWOT分析理论 ............................................................................... 9
2.4 STP理论 .......................................................................................... 11
2.5 7 Ps营销组合 .................................................................................. 11
2.6 文献综述 ......................................
==>> 
