差异化营销在信用卡推广中的应用研究毕业论文.docVIP

毕业论文 （2011届） 差异化营销在信用卡推广中的应用研究 摘 要 现代广泛使用的贷记卡即信用卡是一个能够提供明确信用额度的信用账户，它具有信用额度循环的特质，而其实质则是一种循环消费贷款的信用载体。而所谓额度循环的意思则是当信用账户内已使用的额度得到偿还以后该部分信用额度有自动重新恢复使用。我们都知道在零售业内（信用卡业务的发行采用的也是也是零售方式）整项业务的盈利是以销量为前提的，如要取得较好的收益，那么在销售业绩在数量上的考核就要有一个保证。但是我国多数银行的信用卡发行量或是信用卡的有效使用量还未达到能够使此整项业务盈利的基数。而且更加不容忽视的是，我国信用卡业务发展缓慢抑或是停滞不前的原因更多的不在于银行本身的实力水平而更多的在于在信用卡市场营销，客户服务理念等方面的创新性不足，与国外先进的信用卡发卡机构相比，存在着较大的差距。 信用卡作为最直接常用的银行个人金融产品，已经逐渐成为了其最重要的盈利产品，最为主要的营销武器，在树立银行的品牌方面的作用也越来越突出。因为信用卡产品集中体现了一家银行的管理科技以及服务水平。所以说一家成功的银行必然拥有一张口碑优秀的信用卡。而优秀的信用卡必然有一套行之有效的差异化营销策略。 国外发达国家诸多信用卡营销方面的优秀案例以及差异化营销策略与我国信用卡所使用的营销策略有一定区别。本文即从信用卡产品差异化，形象差异化以及市场差异化三个方面进行比较研究，对我国发卡机构法如何在现阶段运用差异化营销工具成功进行信用卡营销提出了一些建议和操作策略参考。 关键词：信用卡；；Abstract Widespread use of modern credit card is a credit card that can provide a clear line of credit of credit accounts, it has a credit limit cycle characteristics, and its essence is a kind of consumer loans, credit cycle carrier. The meaning of the so-called limit cycle is when the credit account has been used to repay the amount of the part after the credits are automatically restored to use. We all know that in the retail sector (the issue of credit card business is also used in retail) the profitability of the whole business premise is based on sales, such as to obtain better returns, then in the number of sales is to have the assessment a guarantee. However, the majority of our bank or credit card credit card issuance has not yet reached the effective use of the whole business to make this profitable base. And more should not be overlooked is that the slow development of Chinas credit card business reasons or is stagnant is not the bank itself more strength and more lies in the level of credit card marketing, customer service and innovative ideas so inadequate, and advanced compared to the credit card issuers, there is a big gap. Credit cards are important to the profitability of banking products is an important marketing weapon banks, is also an important value banks brand. It embodies the banks manage