交通银行信用卡营销组合策略设计

毕业设计（论文）题目交通银行信用卡营销组合策略设计题目类型工程设计型学院XX学院专业XX年级2009级学生姓名xxx指导教师xx日期2013年6月14日设计（论文）专用纸第1页KunmingUniversityofScienceandTechnologyGraduationDesign(Dissertation)TitleDesignofcreditcardmarketingmixstrategyforBankofCommunicationsTypeofTitleEngineeringDesignFacultyXXXXXXXXXXXXXXXXXXXXXXXXXXXSpecialtyXXXXXXXXXXXXXGradeXXXXXXXXXXStudent’sNameXXXXXXXXXSupervisorXXXXXXXXXSubmissionDataJune14th,2013设计（论文）专用纸第2页交通银行信用卡营销组合策略设计摘要目前，随着中国金融市场逐渐对外开放，中国的银行业面临着日益严峻的挑战。2003年，信用卡的发行数量仅为300万张。而央行2011年底的最新统计显示，截至2011年第三季度，信用卡累计发卡量为2.68亿张。短短不到10年，信用卡发行数量增加了将近90倍。工、农、中、建、交、招行、中信、民生等多家银行的发卡量均超过了1000万张，其他股份制银行也超过了300万张。面对中国信用卡市场开放趋势的加速和外资金融机构的潜在竞争，国内主要商业银行纷纷加大在信用卡业务上的投入。论文旨在运用营销理论，设计适合于交通银行信用卡的营销组合策略，从交通银行信用卡营销现状出发，为完善交通银行信用卡市场营销提供可行的对策。论文首先描述了交通银行信用卡营销现伏，对交通银行信用卡营销环境及市场进行了分析，指出交通银行在4P——产品、价格、促销、渠道四方面存在的问题。接下来，结合营销组合相关理论知识，提出了针对交通银行信用卡营销的组合策略设计。由于国内信用卡市场竞争的加剧和客户需求的不断改变，商业银行信用卡营销正面临最为激烈的模式改变，作为五大银行中率先发行信用卡的交通银行，在经营理念、财务资源、网点布局等方面都有着相当的基础，同时又拥有国家政策支持和经济快速增长作为保障，市场机会很大。必须抓住契机，从本行实际出发，完善信用卡营销策略，让我们一起成为行业领袖。关键词：信用卡；营销组合策略；4P；设计（论文）专用纸第3页DesignofcreditcardmarketingmixstrategyforBankofCommunicationsAbstractAtpresent,asChina'sfinancialmarketisgraduallyopeningup,China'sbankingsectorisfacingincreasinglyseriouschallenges.In2003,thenumberofcreditcardsissuedonly3000000.Thelateststatisticsshowcentralbankbytheendof2011,asofthethirdquarterof2011,thecumulativeamountofcreditcardissuerstocreditcard268000000.Inlessthan10years,creditcardissuancequantityincreasednearly90times.Circulationindustry,agriculture,construction,ChinaMerchantsBank,inturn,thepeople'slivelihood,CITIC,otherbanksaremorethan10000000,theotherjoint-stockbanksmorethan3000000.InthefaceofpotentialcompetitionaccelerateChina'sopeningofthecreditcardmarketandforeignfinancialinstitutions,domesticcommercialbankshaveincreasedinputinthecreditcardbusiness.Thethesisaimstousemarketingtheory,designsuitablemixstrategyinbankofcommunicationscreditcardmarketing,frombankofcommunicationscreditcardmarketingsituation,toprovidepracticalsolutionstoimprovethetrafficbankcreditcardmarketing.Thispaperfirstdescribesthetrafficbankcreditcardmarketingpresentsituation,thetrafficbankcreditcardmarketingenvironmentandmarketanalysis,pointedoutthattheBankofcommunicationsinthe4P--fouraspectsofproduct,price,promotion,channelproblem.Next,combiningthemarketingmixtheory,presentssomedesignstrategiesoftrafficbankcreditcardmarketing.Duetocontinuouschangesindomesticcreditcardmarketcompetitionandcustomerdemand,thecommercialbankcreditcardmarketingisfacingthemostintensepatternchange,asthefivelargestbankinthefirstissueofcreditcardofBankofcommunications,inthemanagementidea,financialresources,networklayoutandsoonhaveaconsiderablefoundation,butalsohasafastthesupportofnationalpolicyandeconomicgrowthasaguarantee,themarketopportunityisverybig.Wemustseizetheopportunity,fromthereality,improvethecreditcardmarketingstrategy,letusworktogethertobecometheindustryleader.Keywords:Creditcard;MarketingMixStrategy;4P设计（论文）专用纸第4页目录摘要.....................................................2ABSTRACT.....................................................3第一章绪论................................................81.1研究背景.................................................81.2研究目的及意义...........................................91.3国内外研究现状..........................................101.3.1国外研究综述..........................................101.3.2国内研究综述..........................................101.4研究思路和论文框架......................................111.4.1研究思路..............................................111.4.2论文结构框架..........................................11第二章市场营销相关理论概述...................................................................132.1市场营销组合的相关理论..................................132.2市场细分与目标市场定位相关理论..........................142.2.1市场细分..............................................142.2.2目标市场定位..........................................152.3产品策略相关理论........................................162.3.1产品组合..............................................16设计（论文）专用纸第5页2.3.2新产品开发策略........................................162.4定价策略的相关理论......................................172.4.1企业的定价方法........................................172.4.2企业的定价策略........................................182.5促销策略的相关理论......................................192.5.1广告宣传..............................................192.5.2营业推广..............................................202.6服务营销的组合策略相关理论..............................21第三章交通银行太平洋信用卡现状分析...................................................243.1交通银行太平洋信用卡现状................................243.1.1太平洋信用卡种类......................................243.1.2太平洋信用卡收费标准..................................253.1.3太平洋信用卡促销策略概述..............................263.2交通银行太平洋信用卡SWOT分析...........................283.3交通银行太平洋信用卡营销中存在的问题....................353.3.1缺乏科学的市场细分....................................353.3.2产品同质化竞争严重....................................363.3.3营销渠道建设不足......................................373.3.4促销活动不足..........................................373.3.5优质客户流失.............................