【摘要】 本文以抽样调查北京、天津、上海、深圳四个典型城市的青年白领人群为基础,借助联合分析法,实证研究了品牌形象、促销诱因、服务便利性和感知风险对青年白领群体信用卡消费偏好的影响。总体而言,品牌形象与服务便利性因素是青年白领最重视的因素。进一步按信用卡使用情况、性别、受教育水平和月平均收入四个方面对青年白领加以细分发现,具有不同人口特征的青年白领在四种属性上的偏好存在明显差异。这表明中国信用卡市场在个人消费特征上具有分层特性,发卡机构应针对消费者不同的利益诉求有针对性地制定营销策略。更多还原

【Abstract】 With the sample of young white-collar consumers in four representative cities, Beijing, Tianjin, Shanghai and Shenzhen, the paper employs conjoint analysis approach to empirically study the influences of brand image, promotion, service convenience and risk perception on the preference of young white-collar consumers in selecting credit card.In general, brand image and service convenience are the factors which young white-collar consumers emphasize most.Furthermore, white-collar consumers with different demographic characteristics, segmented according to circumstances in using credit card, gender, education degree and average monthly income, show distinct differences in the four attributes.The research results indicate that personal consumption in credit cards in China manifests hierarchy feature, so credit card distribution institutions should make marketing strategies customized to diversified demand of customers.更多还原