宁夏银行信用卡营销策略分析研究.pdf

摘要信用卡是一种特殊商品,是支付工具和循环信贷的成功结合,是开展消费信贷的重要方式,它也是一项综合性强、涉及面广、流程复杂的金融业务,具有高投入、高收益、高风险的业务特性,受到全球金融业界的重视。随着宏观环境的不断改善、商业银行的经营转型以及市场竞争的自身需要,各商业银行纷纷加大了信用}业务的市场营销力度。本文运用营销理论,对国内信用卡宏观环境和内部环境进行了分析,从宁夏银行信用卡营销现状出发,通过SWOT分析,阐述了宁夏银行信用卡的发展现状及其优劣势、面临的机遇和困难,指出宁夏银行信用卡仍处于市场培育阶段,应集中优势资源,聚焦局部市场,实施差异化营销策略,并就宁夏银行信用卡业务差异化营销策略的指导原则、市场定位及具体措施提出了较为完善的建议,并给出了该营销策略实施的途径、模式。文中的分析结合了笔者工作中遇到的大量实际情况。营销策略制定详细可行,策略实施的组织保障具体实用。将所学理论知识真正应用于实践工作的指导思想与写作思路,使得本文研究成果对宁夏银行信用卡业务具有较强的现实指导意义。关键词:宁夏银行,金融,信用卡,营销策略AbstractCredit card is a kind of modity,it is apayment instrument andrevolving credit bination of consumer credit,it is the important way,it is also acomprehensive、plex process of financial business,it has mehi班investment、high yield、high risk businesscharacteristics,affected by the global financial industry the constant improvement of themacro mercial bank management transformation and the petition needed,mercial banks have to increase the credit card business market marketing topicisusing the theory of marketing,the domestic credit card macro environment and intemalenvironment isanalyzed,from the credit card of bank of NingXia marketing present situation,through theSWOT analysis,elaborated the credh card 0f bank of NingXia status and its actor inferior and difficulty,point out the credit card of bank of NingXia still in the market cultivation stage,it should focus 011 the advantages resources,focusing On local market,the differences in theimplementation of the marketing strategy,and me credit card of bank of NingXia business of differentmarketing strategy,market positioning and guiding principles and specific measures put forward relativelyperfect suggestion,and giv髂the implementation of marketing strategies approach and of this bined with the author work across amounts of actual condition,marketingstrategy formulation detailed the feasible and strategy anizational safeguard study the theory knowledge true is nscd in p