区域性商业银行信用卡营销策略研究——以广州农商银行为例-research on credit card marketing strategies of regional commercial banks - taking guangzhou agricultural commercial bank as an example.docx

中文摘要本文是一篇商业银行信用卡营销策略方面的案例论文，主要由案例描述及案例分析两 大部分构成。案例描述采用叙实的方法，对广州地区规模最大的区域性商业银行——广州农商银行 信用卡业务的发展历程和现状作了描述，对广州农商银行信用卡种类、收费标准、客群分 类、渠道建设、考核政策、推广措施等方面进行了详细的描述，并介绍了其在经历几年的 发展后，目前正面临着业务发展的瓶颈亟待解决。案例描述过程中同时涉及了一些信用卡 行业常识的介绍。案例分析部分，根据案例提供的素材和作者收集的其他有关资料，运用相关市场营销 理论和分析方法，对广州农商银行进行了信用卡业务竞争情况分析，确定了广州农商银行 的市场追随者竞争地位和“选择跟随战略” 的竞争战略。在充分分析广州农商银行信用 卡业务开展的优势、劣势、机会及威胁，并进行客户群体细分、客户群体选择和市场定位 的基础上，最后结合 7Ps 营销组合策略对广州农商银行信用卡提出优化建议，制定增强广 州农商银行信用卡竞争能力的营销策略。关键词：广州农商银行；信用卡；营销IABSTRACTThis thesis is a case paper about Credit Card Marketing of Commercial Banks, and is mainly composed of two parts: Case Description and Case Analysis.The Case Description part, employing factual narration method, describes the development course and current situation of credit card business of Guangzhou Rural Commercial Bank, one of the biggest regional commercial banks in Guangzhou area, and makes a detailed description of its credit cards type, charging standard, clients group classification, channel construction, performance evaluation policy, and popularizing measures, and so on. It also further introduces the development bottleneck to be solved which it is currently faced with after experiencing several years’ development. In addition, some common sense involved in credit card industry is introduced in this part.The Case Analysis Part analyzes the competition condition of Guangzhou Rural Commercial Bank credit card business according to the material offered in the cases and some of other relevant information collected by the author by adopting relative marketing theory and analytical method, therefore determines the competitive positions as a market-follower, and the competitive strategy of “choosing follower-strategy” of Guangzhou Rural Commercial Bank. Finally, based on the intensive analysis of the advantages, disadvantages, opportunities, and threats of Guangzhou Rural Commercial Bank credit card business, and based on carrying through clients group subsection, clients group selection, and market positioning