基于异业联盟的工行黑龙江分行信用卡业务发展策略研究-工商管理专业论文.docxVIP

万方数据 万方数据 Classified Index: F272.31 U.D.C.: 336.7 A Dissertation for the Degree of MBA RESEARCH ON THE DEVELOPMENT STRATEGY OF THE ICBC CREDIT CARD IN HEILONGJIANG PROVINCE BASED ON HORIZONTAL ALLIANCE Candidate： Zhang zhe Supervisor： Prof. Qian guoming Academic Degree Applied for： MBA Affiliation： Industrial and Commercial Bank of China Date of Defense： June, 2014 Degree-Offering-Institution： Harbin Institute of Technology 哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 摘 要 为扩大工商银行黑龙江省地区信用卡发展规模，改善目前工行信用卡在 省内市场饱和、活卡率低的现状，增加同业竞争力、提升品牌效应，参照国 内外商业贸易营销模式——异业联盟模式，结合黑龙江省信用 卡市场情况， 提出新型信用卡营销模式——信用卡异业联盟。 通过对国内外异业联盟营销模式的了解与认识、国内其他银行与个别商 户合作的实例，构建一项符合黑龙江省工行牡丹信用卡发展趋势的异业联盟 模式。 经过省内信用卡各项数据的比对与分析，结合黑龙江省工商银行发展信 用卡的现状，针对目前市场上客户对信用卡的需求，本文就目前黑龙江省工 商银行的信用卡客户进行了细分，并且根据客户的消费需要分别提出两种不 同营销方案，一项是以发卡量为目标的中低端营销模式、一项是以消费额为 目标的高端营销模式。该项目在实施过程中，首先以省会城市哈尔滨 为营销 试点，收到令人满意的成效后再面向全省其他二级地市展开，并以各二级地 市的不同市场环境来做出相应调整，来适应当地营销环境，使得黑龙江省牡 丹信用卡事业能够稳步上升。 关键词：工商银行；信用卡；异业联盟 I - Abstract For the expansion of the industrial and commercial bank credit card in Heilongjiang province area development scale, improve the curren t situation in the province ICBC credit card market saturation, living card with low rate, increase the competitive ability, enhance the brand effect, the reference model of domestic and international commercial trade marketing mode -- cross industry alliance, combination of Heilongjiang Province, the credit card market situation, put forward a new credit card marketing mode -- credit card industry alliance. Through the understanding of domestic and foreign industry alliance marketing mode, and examples of other domestic banks and individual business cooperation, to build a consistent with the Heilongjiang ICBC Peony credit card development trend of cross industry alliance mode. Through the contrast and the analysis of the data of the credit card, combined with the status quo of Heilongjiang Province Industrial and commercial bank credit card business, currently on the market for credit card customers demand