某银行信用卡营销策略

某银行信用卡营销策略

摘要

企业必须善于选择适合自己并能充分发挥自身资源优势的目标顾客群从事营销，确立企业在大市场中的位置，这是企业营销管理战略中的战略决策问题。目标市场战略的决策过程是由市场细分、目标市场选择和市场定位三个环节组成的。这三个环境是相互联系，缺一不可的。其中，市场细分是企业目标市场选择和市场定位的基础和前提。市场细分是为了更加深入地研究消费需求，更好地适应消费需求，使企业所提供的产品和服务更好地满足目标顾客的需要。市场细分的依据是整体市场存在的消费需求差异性。市场细分是以消费者需求差异性作为划分依据的，即根据消费者需求的差异性，把整体市场划分为若干不同的细分市场，以便企业选择适合自己并能充分发挥自身资源优势的目标顾客群，实施相应的营销策略。企业在划分好细分市场之后，可以进入既定市场中的一个或多个细分市场。目标市场选择是指估计每个细分市场的吸引力程度，并选择进入一个或多个细分市场。其中目标市场选择战略有差异性目标市场选择和无差异性目标市场选择。市场定位可分为对现有产品的再定位和对潜在产品的预定位。市场定位的容包括产品定位，企业定位，竞争定位，消费者定位等。

关键词：信用卡；营销；原因分析

Abstract

Enterprises must be able to choose to suit oneself and can give full play to its own resources advantage of target customers engaged in marketing, which established the position of enterprise in market, this is a strategic decision problems in enterprise marketing management strategy. The decision-making process of target market strategy consists of market segmentation, target market selection and market positioning. These three environments are interconnected, and they are indispensable. Among them, market segmentation is the basis and premise of selecting and market positioning of enterprise target market. Market segmentation is to more in-depth study of consumer demand, to better adapt to consumer demand, make the enterprise products and services provided to better meet the needs of target customers. Market segmentation is based on the differences in consumer demand in the overall market. Are divided based on the market segmentation based on consumer demand diversity, namely according to the differences of consumer demand, the overall market is divided into a number of different market segments, so that enterprises choose to suit oneself and can give full play to its own resources advantage of target customers, the implementation of the corresponding marketing strategy. After dividing the market segment, the enterprise can enter one or more segments of the established market. The target market choice is to estimate the attractiveness of each segment of the market and choose to enter one or more segments. The target market choice strategy has differentiated target market choice and non-differentiated target

market choice. Market positioning can be divided into the reorientation of existing products and the reservation of potential products. Market positioning includes product positioning, enterprise positioning, competitive positioning, consumer positioning, etc.

Keywords: credit card; Marketing; Cause analysis

目录

第1章绪论 (1)

1.1 选题依据 (1)

1.2 研究意义和启示 (2)

1.3 本文研究容 (4)

1.4 研究方法 (4)

第2章光大银行信用卡营销概述 (5)

2.1 信用卡营销的相关概念 (5)

2.1.1 信用卡 (5)

2.1.2 市场营销 (5)

2.1.3 信用卡营销 (7)

2.2 光大银行信用卡发展现状分析 (7)

2.1.1市场地位 (8)

2.1.2发展历程 (8)

2.1.3发展阶段 (10)

2.1.4战略目标 (10)

2.1.5组织架构 (11)

2.2 光大银行卡发展现状 (11)

2.2.建立有效的营销渠道 (13)

第3章光大银行信用卡营销策略分析研究 (13)

3.1营销过程存在问题 (14)

3.2选择营销组合策略需要注意的问题。 (17)

第4章解决对策 (18)

参考文献 (19)