文档介绍：毕业设计(论文) 题目交通银行信用卡营销组合策略设计题目类型工程设计型学院 XX 学院专业 XX 年级 2009 级学生姓名 xxx 指导教师 xx 日期 2013 年6月 14日 K unming University of Science and Technology Graduation Design (Dissertation) Title Design of credit card marketing mix strategy for Bank munication s Type of Title Engineering Design Faculty XXXXXXXXXXXXXXXXXXXXXXXXXXX Specialty XXXXXXXXXXXXX Grade XXXXXXXXXX Student ’s Name XXXXXXXXX Supervisor XXXXXXXXX Submission Data June 14th , 20 13 交通银行信用卡营销组合策略设计摘要目前,随着中国金融市场逐渐对外开放,中国的银行业面临着日益严峻的挑战。 2003 年,信用卡的发行数量仅为 300 万张。而央行 2011 年底的最新统计显示,截至 2011 年第三季度,信用卡累计发卡量为 亿张。短短不到 10 年,信用卡发行数量增加了将近 90 倍。工、农、中、建、交、招行、中信、民生等多家银行的发卡量均超过了 1000 万张,其他股份制银行也超过了 300 万张。面对中国信用卡市场开放趋势的加速和外资金融机构的潜在竞争,国内主要商业银行纷纷加大在信用卡业务上的投入。论文旨在运用营销理论,设计适合于交通银行信用卡的营销组合策略,从交通银行信用卡营销现状出发,为完善交通银行信用卡市场营销提供可行的对策。论文首先描述了交通银行信用卡营销现伏,对交通银行信用卡营销环境及市场进行了分析,指出交通银行在 4P ——产品、价格、促销、渠道四方面存在的问题。接下来,结合营销组合相关理论知识,提出了针对交通银行信用卡营销的组合策略设计。由于国内信用卡市场竞争的加剧和客户需求的不断改变,商业银行信用卡营销正面临最为激烈的模式改变,作为五大银行中率先发行信用卡的交通银行,在经营理念、财务资源、网点布局等方面都有着相当的基础,同时又拥有国家政策支持和经济快速增长作为保障,市场机会很大。必须抓住契机,从本行实际出发,完善信用卡营销策略,让我们一起成为行业领袖。关键词:信用卡;营销组合策略; 4P ; Design of credit card marketing mix strategy for Bank munication s Abstract At present, as China's financial market is gradually opening up, China's banking sector is facing increasingly serious challenges. In2003, the number of credit cards issued only 3000000. The latest statistics show central bank by the end of2011, asof the third quarter of2011 , the cumulative amount of credit card issuers to credit card 268000000. In less than 10 years, credit card issuance quantity increased nearly 90 times. Circulation industry, agriculture, construction, China Merchants Bank, in turn, the people's livelihood, CITIC, other banks are more than 10000000, the other joint-stock banks more than 3000000. In the face of petition accelerate China's opening of the credit card market and foreign financial institutions, mercial banks have increased input in the credit card business. The thesis aims to use marketing theory, design suitable mi