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MBA畢業論文_Fintech背景下招商銀行信用卡沈陽地區營銷策略DOC

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Fintech,是繼 2012 年移動互聯 o2o 時代后,于 2017 年衍生出的金融概念。作為 中國移動互聯產業的新興概念,全拼為 Financial Technology,即為金融科技。移動支 付的到來顛覆了中國人的消費習慣,支付體驗逐漸便捷,消費需求不斷升級,從電腦 端支付到移動互聯的 o2o 支付,消費方式的變化推動著整個社會向金融科技大步邁 進,金融行業格局發生巨變。招商銀行是中國第一家股份制商業銀行,招商銀行信用 卡品牌作為信用卡行業先行者,在這次消費革命中,扮演著重要的角色。 首先,本文提出了在 Fintech 時代背景下,信用卡業務的研究意義和研究背景, 闡述了研究過程中的具體內容和研究方法。在撰寫過程中,體現了論文中的特色與創 新點,運用 SWOT 分析等研究方法,對沈陽招商銀行信用卡的經營做以分析。 其次,本論文介紹了國內國外信用卡的發展情況,分析了沈陽地區招行信用卡營 銷現狀與營銷問題,介紹了沈陽地區招行信用卡的產品類型、客群規模、流通戶結構。 最后,在招商銀行一體兩翼戰略定位下,依托 Fintech 時代背景,針對市場營銷 問題,深入思考了招商銀行信用卡沈陽地區市場營銷策略,針對面臨的流量營銷問題、 場景營銷問題和構建同業競爭差異化等問題提出了自己的策略。對線上運營能力、線 下場景布局、產品創新能力、品牌活動形式創新等進行初步探索,列舉了部分執行方 案和規劃,通過深入的思考,找到了適用于沈陽地區招行信用卡的營銷策略,清晰規 劃了未來招行信用卡沈陽地區的營銷方向。 關鍵詞:金融科技,信用卡,營銷策略,營銷模式II China Merchants Bank Credit Crad Shen Yang marketing strategy under the Fin tech circumstance Abstract Fintech, a financial concept derived in 2017, follows the mobile Internet o2o era in 2012. As an emerging concept in China's mobile Internet industry, it is all Financial Technology, namely Financial Technology. The arrival of mobile payment has upended the consumption habits of Chinese people. The payment experience is gradually convenient and the consumption demand keeps upgrading. From computer terminal payment to mobile Internet o2o payment, the change of the big era promotes the whole society to stride towards the financial technology, and the financial industry pattern changes dramatically. China merchants bank is the first joint-stock commercial bank in China. As a pioneer in the credit card industry, the credit card brand of China merchants bank plays an important role in this consumer revolution. Firstly, this paper proposes the research significance and research background of credit card business under the background of Fintech era, and elaborates the specific content and research method in the research process. In the process of writing, features and innovation points in the paper were Shared. SWOT analysis and other research methods are used to analyze the credit card operation of shenyang China merchants bank. Secondly, this paper introduces the development of domestic and foreign credit card, analyzes the credit card marketing status and marketing problems in shenyang, and introduces the product type, customer group size and circulation household structure of the credit card in shenyang. Finally, the article appoaches strategic positioning in China merchants bank, relying on Fintech era background, according to the marketing problem, ponders the merchants bank credit card marketing strategies in shenyang area, for facing the flow of marketing, marketing problems and build competition differentiation and other issues put forward its own innovative countermeasures; Conduct preliminary research on online operation ability,III offline scene layout, product innovation ability and brand activity form innovation. Through deep thinking and summary, we found the credit card marketing strategy for shenyang city, and clearly planned the future credit card marketing direction of shenyang city. Keywords: Financial technology,credit card,marketing strategy,marketing modelIV 目錄 摘要........................................................................................................................................I Abstract..................................................................................................................................II 第 1 章 緒論......................................................................................................................... 1 1.1 研究背景及意義 .................................................................................................... 1 1.1.1 研究背景 ..................................................................................................... 1 1.1.2 研究意義 ..................................................................................................... 2 1.2 研究內容和方法 .................................................................................................... 2 1.2.1 研究的內容 .................................................................................................. 2 1.2.2 研究的方法 ................................................................................................. 3 1.3 研究特色與創新 .................................................................................................... 4 第 2 章 理論概述和國內外研究綜述................................................................................. 6 2.1 理論概述 ................................................................................................................ 6 2.1.1 4P 理論 ......................................................................................................... 6 2.1.2 4Cs 理論 ....................................................................................................... 7 2.1.3 產業融合理論 ............................................................................................. 8 2.1.4 整合營銷理論 ............................................................................................. 9 2.2 國內外研究綜述 .................................................................................................... 9 2.2.1 國外研究綜述 ............................................................................................. 9 2.2.2 國內研究綜述 ........................................................................................... 10 第 3 章 招行信用卡沈陽地區營銷的 SWOT 分析.......................................................... 12 3.1 優勢分析( strength).............................................................................................. 12 3.1.1 信用卡利潤貢獻高 ................................................................................... 12 3.1.2 定位金融科技銀行的戰略優勢 ............................................................... 13 3.2 劣勢分析(Weakness )........................................................................................... 13 3.2.1 招行缺乏從商品到客戶的營銷能力 ....................................................... 13 3.2.2 招行對新興市場的認知能力弱 ............................................................... 14 3.3 機會分析(Opportunity ) ....................................................................................... 14 3.3.1 新興產業引領消費新經濟 ....................................................................... 14V 3.3.2 金融科技驅動服務新變革 ....................................................................... 15 3.4 挑戰分析(Threat) ................................................................................................. 16 3.4.1 持卡人時間被占領 ................................................................................... 16 3.4.2 持卡人空間被包圍 ................................................................................... 16 3.4.3 持卡人場景被瓜分 ................................................................................... 16 3.4.4 交互能力被拉大 ....................................................................................... 17 第 4 章 招行信用卡沈陽地區營銷現狀及營銷問題....................................................... 18 4.1 營銷現狀 ............................................................................................................... 18 4.1.1 產品類型 ................................................................................................... 18 4.1.2 發卡規模 ................................................................................................... 19 4.1.3 客群結構 ................................................................................................... 23 4.2 營銷問題 ............................................................................................................... 25 4.2.1 同業銀行效仿招行營銷模式 ................................................................... 26 4.2.2 異業流量優勢降低招行客戶粘度 ........................................................... 28 4.2.3 BAT 場景營銷占領招行支付市場............................................................ 28 第 5 章 Fintech 背景下招行信用卡沈陽地區的營銷策略.............................................. 31 5.1 先 App 后信用卡促流量策略 ............................................................................. 32 5.1.1 線上數據運營流量模型 ........................................................................... 32 5.1.2 線上線下的消費促動模型 ....................................................................... 33 5.1.3 優化積分產品結構 ................................................................................... 34 5.1.4 強化“兩票”運營 .................................................................................... 35 5.1.5 線下宣傳置換商圈資源 ........................................................................... 36 5.2 創新信用卡場景營銷策略 .................................................................................. 37 5.2.1 開源線上線下場景做流量 ....................................................................... 37 5.2.2 為商戶賦能的商業服務 ........................................................................... 38 5.2.3 趨勢聚焦新零售 ....................................................................................... 38 5.2.4 為用戶牟利提升體驗 ............................................................................... 39 5.2.5 強化品牌成為業界王者 ........................................................................... 40 5.3 差異化經營構建同業競爭壁壘策略 .................................................................. 40 5.3.1 品牌建設上的差異化 ............................................................................... 40 5.3.2 業務運營能力的差異化 ........................................................................... 41 5.3.3 商戶合作的差異化 ................................................................................... 42VI 5.3.4 信用卡營銷產品差異化 ........................................................................... 43 5.3.5 考核模式差異化 ....................................................................................... 43 第 6 章 結論與展望........................................................................................................... 45

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