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MBA碩士畢業論文_T銀行信用卡營銷策略研究PDF

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隨著信用卡業務的發展及近幾年互聯網金融的興起,JT銀行信用卡業務也面 臨著外憂和內患。外憂主要包括微信、支付寶等電子支付渠道的興起,迅速地改 變了客戶的消費習慣,JT銀行只有不斷提升信用卡增值業務及客戶服務水平等, 從而提高與客戶粘性才能穩住當前的市場份額;內患主要包括對自身產品的研發 和市場活動進入瓶頸,應該從市場細分和差異化營銷角度進行營銷策略組合,從 而實現發展。 作為銀行零售金融的“主力軍”,信用卡是商業銀行提升低成本業務的核心,也 是商業銀行快速提升潛力客群的重要金融工具。本文依賴于市場營銷的基本理論 進行研究,采用文獻研究法及SWOT分析法,全面分析JT銀行信用卡營銷的現狀 和未來的發展戰略:首先,它概述了相關的理論和概念,并為本文的研究提供理 論支持;其次,通過相關數據的對比,介紹了當前的發展現狀和JT銀行的信用卡 業務存在的問題;再次,根據國內其他商業銀行的營銷經驗作為靈感,與JT銀行 營銷過程中的實際情況相結合,提出了市場營銷組合策略。本文的研究具有很強 的實用價值和針對性,期待可以促進JT銀行信用卡市場競爭力的快速提升。 關鍵詞:信用卡;JT銀行;營銷策略;SWOT分析 -II- Abstract With the development of credit card business and the rise of Internet finance in recent years, THE credit card business of JT Bank also faces external and internal worries. External concerns mainly include the rise of WeChat, alipay and other electronic payment channels, which have rapidly changed customers' consumption habits. Only by constantly improving credit card value-added services and customer service level, JT bank can maintain its current market share by improving customer stickiness. Internal problems mainly include the research and development of their own products and market activities into the bottleneck, should be from the perspective of market segmentation and differentiation marketing strategy combination, so as to achieve development. As the "main force" of bank retail finance, credit card is the core of building bank retail business with low cost, and it is also an important financial tool for commercial Banks to quickly occupy new customer groups.Based on the basic theories of marketing, this paper comprehensively analyzed the current situation and future development strategies of JT bank credit card marketing by using literature research method and SWOT analysis method. Second, through the comparison of relevant data, the paper introduces the development status and existing problems of JT bank's credit card business. Thirdly, taking the marketing experience of other domestic commercial Banks as inspiration, combined with the actual situation of the marketing process of JT bank, put forward the marketing mix strategy. The research of this paper has strong practical value and strong pertinence. We look forward to contributing to the competitiveness of JT bank credit card market. Key words: Credit Card; JT Banks; Marketing strategy; SWOT analysis -III- 目錄 中文摘要...........................................................................................................................I Abstract...........................................................................................................................II 緒論..................................................................................................................................1 一、研究的背景.......................................................................................................1 二、研究的目的和意義...........................................................................................2 (一)課題研究的目的....................................................................................2 (二)課題研究的意義....................................................................................3 三、國內外研究現狀...............................................................................................4 (一)國外研究現狀........................................................................................4 (二)國內研究現狀........................................................................................5 (三)國內外研究現狀評述............................................................................6 四、研究內容與研究方法.......................................................................................6 (一)研究內容................................................................................................6 (二)研究方法................................................................................................7 第一章 信用卡營銷相關概念界定及理論基礎............................................................8 第一節 相關概念界定.............................................................................................8 一、信用卡定義................................................................................................8 二、信用卡分類................................................................................................8 三、信用卡產業鏈............................................................................................9 四、市場營銷....................................................................................................9 第二節 相關理論...................................................................................................10 一、4P營銷理論.............................................................................................10 二、STP理論...................................................................................................11 三、CRM理論................................................................................................12 -IV- 四、4C理論....................................................................................................12 本章小結.................................................................................................................13 第二章 JT銀行信用卡營銷現狀及問題分析.............................................................15 第一節 JT銀行信用卡營銷現狀..........................................................................15 一、發展情況..................................................................................................15 二、同業市對比..............................................................................................16 第二節 JT銀行信用卡營銷存在問題..................................................................16 一、產品方面..................................................................................................16 二、價格方面..................................................................................................17 三、渠道方面..................................................................................................17 四、促銷方面..................................................................................................18 本章小結.................................................................................................................19 第三章 JT銀行信用卡營銷環境分析.........................................................................20 第一節 外部機遇分析...........................................................................................20 一、信用卡產業發展迅速..............................................................................20 二、經濟發展動能強勁..................................................................................21 三、用卡環境不斷改善..................................................................................22 第二節 外部潛在威脅分析...................................................................................22 一、欺詐風險加劇..........................................................................................22 二、信用違約風險上升..................................................................................23 三、信用體系不夠完善..................................................................................23 四、互聯網金融的突起..................................................................................24 第三節 內部競爭優勢分析...................................................................................24 一、積極尋求創新破局..................................................................................24 二、巨大客戶儲備..........................................................................................25 三、充足的人力資源......................................................................................25 -V- 第四節 內部存在劣勢分析...................................................................................26 一、客訴處理方式不靈活..............................................................................26 二、產品同質化仍然嚴重..............................................................................27 本章小結.................................................................................................................28 第四章 國內典型商業銀行信用卡營銷策略及經驗借鑒..........................................29 第一節 招商銀行積極探索互聯網服務新模式...................................................29 一、深耕線上獲客渠道..................................................................................29 二、加快互聯網企業合作步伐......................................................................29 第二節 中國工商銀行積極提升品牌發展...........................................................30 一、“牡丹”二字深入人心...............................................................................30 二、持續的品牌維護......................................................................................30 第三節 寧夏銀行踐行差異化營銷.......................................................................31 一、多渠道市場調研......................................................................................31 二、客群分類營銷..........................................................................................31 第四節 其他商業銀行信用卡營銷策略經驗借鑒...............................................32 一、持續深入客戶服務..................................................................................32 二、科技賦能助產品升級..............................................................................32 三、跨界融合拓展更多場景..........................................................................33 本章小結.................................................................................................................33 第五章 JT銀行信用卡營銷策略優化及實施.............................................................34 第一節 JT銀行信用卡營銷策略優化..................................................................34 一、市場細分優化..........................................................................................34 二、目標市場選擇優化..................................................................................37 三、跨界合作優化..........................................................................................38 第二節 打造品牌影響力.......................................................................................38 一、樹立品牌理念..........................................................................................38 -VI- 二、加強品牌宣傳..........................................................................................39 三、提升公眾形象..........................................................................................40 第三節 JT銀行信用卡策略實施方法..................................................................41 一、打造卓越的客戶體驗..............................................................................41 二、健全相關規章制度..................................................................................43 三、加大創新力度..........................................................................................44 本章小結.................................................................................................................46 結論................................................................................................................................47。。。。。。以下內容略
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