大学生信用卡消费偏好和营销策略研究毕业论文.doc

大学生信用卡消费偏好和营销策略研究毕业论文 毕业论文 (20_ _届) 大学生信用卡消费偏好和营销策略研究 摘 要 随着经济全球化和个人收入水平不断地提升,人们的生活方式、消费观念及习惯也随之逐步转变。信用卡作为一种先进的支付手段,给中国的传统消费带来了全新的消费模式和消费体验。自1985年中国银行珠海分行发行第一张中国人民币信用卡后,信用卡消费这种非传统消费方式已传入中国二十余年,信用卡消费理念已被广大的群体接受,并且信用卡消费已经成为一种时尚。 中国的信用卡市场已经开始步入高速发展时期,尤其大学生市场领域潜力巨大,成为各大银行相互竞争抢占的一个新的目标客户群体。在现代大学校园生活中,信用卡消费不仅给大学生带来了方便,更加成为一种新的消费时尚。由于各大银行为了抢占大学生市场而盲目地滥发卡导致休眠卡、恶意透支与套现等金融风险,同时也导致了部分大学生的信誉度降低,影响以后的房贷、车贷问题。 大学生市场作为一个特定的目标客户群体,以其自身的特殊性,在大学生申办信用卡时,除了满足自身的日常生活所需的情况下,往往还有考虑其他申办动机。本研究针对大学生这一特定群体作为研究对象,基于时间和成本的考虑,以宁波高校四所高校作为研究群体,涉及到的高校有宁波大学、浙江万里学院、宁波城市学院、宁波理工学院,针对其不同年级、不同学院、不同专业、不同性别以发放调查问卷的形式进行抽样调查。 因此,本文通过对大学生的信用卡消费偏好进行调查分析,给商业银行开发潜在的优质客户提出相应的信用卡营销建议,以减少商业银行的风险投资,同时促进商业银行的市场拓展和提高商业银行的盈利能力。 关键词:大学生;信用卡;市场营销 Abstract With economic globalization and personal income levels continue to improve, peoples lifestyle, consumer attitudes and habits also will gradually change. Credit card as an advanced means of payment, to the Chinese tradition of bringing new consumer spending patterns and consumer experience. Since 1985, the Zhuhai branch of Bank of China issued the first Chinese Renminbi credit card, credit card spending this non-traditional consumption patterns have been introduced into China more than twenty years, the majority of credit card consumer group concept has been accepted and has become a credit card Fashion Today, Chinas credit card market has already entered into the period of rapid development, particularly in the field of potential college students the market, as banks compete with each other to seize a new target customer groups. In the modern university campus life, credit card not only brings convenience to students and more become a new consumption trend. In the modern university campus life, credit card not only brings convenience to students and more become a new consumption trend. As the major banks in order to seize the market blindly spam Students card lead dormant cards, and malicious overdraft and cash and other