【作者】 刘华；

【导师】 魏琦；

【作者基本信息】 兰州理工大学 ， 工商管理硕士（MBA）（专业学位）， 2018， 硕士

【摘要】 随着我国经济高速发展,信息产业化加速,居民消费能力随之增长,逐渐养成了刷卡支付的消费习惯,这为信用卡业务发展提供了市场和机会。信用卡业务已成为商业银行竞争的焦点。目前,我国各信用卡发卡银行对国内信用卡市场的争夺已经达到白热化程度,如何提高信用卡市场份额,如何在营销中取得优势,如何提升品牌影响力都成为各家银行共同考虑的问题。本文以交通银行宿迁分行信用卡业务营销管理为例,首先总结交通银行宿迁分行信用卡营销的现状以及信用卡营销存在的问题,其次,通过宏观PEST分析和微观环境分析相结合,并运用SWOT分析方法对交通银行宿迁分行当前信用卡营销状况进行详细剖析。交行宿迁分行信用卡营销具有的优势是经济发展导致的人口增加、需求增大,有着良好的品牌形象,网点多大众客户多,成熟的交易系统与网络技术,活动丰富、优惠力度大等五方面优势。但也存在信用卡同质化严重、营销渠道管理不完善、营销策略不精准、营销服务管理不优化、营销内部管理不科学五方面劣势。在面临的机遇方面,宿迁分行具有广阔的市场发展前景、宿迁市居民消费理念转变、电子支付系统飞速发展、信用卡市场日渐成熟、社会的技术革新和互联网金融的普及等六方面的机会。同时,也面临着同业竞争市场不断加剧、法律以及个人信用体制不完善、营销人员专业素质制约三方面的挑战。在此基础上,本文从产品策略、定价策略、渠道策略、促销策略四个方面提出交通银行宿迁分行信用卡营销的整合策略和相关建议,并详细分析了实施营销策略的制度、人员和薪酬三方面保障。通过确定市场营销目标与市场细分,对交行宿迁分行信用卡业务的营销进行了策略的选择,对如何进行市场定位找到适合自身业务开展的营销方案,对提高信用卡营销效率、保证交行宿迁分行信用卡业务稳定持续发展、增加银行卡业务收入等具有较强的借鉴意义。更多还原

【Abstract】 With the rapid development of China’s economy and the information industrialization,The consumption power of residents grows accordingly.Meanwhile,paying by credit cards is becoming commonly,which provides the market and the opportunity for the development of credit card business.Credit card has become the focus product of commercial bank market.At present,China’s credit card issuing Banks have been faced with a heated level of competition in the domestic credit card market.How to increase the market share of credit card,how to gain advantages in marketing and how to enhance the brand influence have become the issues that all Banks consider together.This paper will take the Suqian branch of the Bank of Communications credit card business marketing management as an example.Firstly,the paper summarizes the current situation of credit card marketing of Suqian branch of bank of communications and the existing problems of credit card marketing.Secondly,according to macro and micro environmental analysis,PEST analysis and SWOT analysis to make a detailed analysis to the current credit card marketing conditions of the Bank of Communications in Suqian.The advantages of Suqian branch credit card marketing include economic development,population increase and the demands,good brand image,more outlets,more customers,mature trading system and network technology,rich activities and preferential policies.At the same time,there are five defects,which are serious homogenization,im perfect marketing channel management,the marketing strategy is not accurate,poor management of the marketing service and unscientific management.Referring to the opportunities,Suqian branch is faced with a broad market prospects,the residents’ consump tion conception changes,the rapid development of electronic payment systems and the domestic credit card market is getting mature,the technical innovation in contemporary society and the popularity of the Internet financial.Meanwhile,the increasing competition market,legal,and imperfect personal credit system,marketing personnel professional quality restricts product marketing become three aspects of the challenge.Thirdly,this paper puts forward the integrated strategy of credit card marketing of bank of communications Suqian branch from four aspects of product strategy,pricing strategy,channel strategy and promotion strategy,combined with years of working experience,and puts forward some suggestions on optimizing credit card marketing of the Su qian branch.Finally,it makes a detailed analysis of the credit card marketing strategy,people and remuneration of Suqian branch as three guarantees.By determining the marketing objectives and market segmentation of Suqian branch credit card business mar keting strategy choice,market orientation on how to do it to find suitable for their own business marketing plan,to improve the efficiency of the credit card marketing,Suqian branch guarantee the survival and development of credit card business in the m arket,increasing the income of bank card business has a strong reference value.更多还原