基于o2o的信用卡互联网+营销模式-李刚.pdf
《基于o2o的信用卡互联网+营销模式-李刚.pdf》由会员分享,可在线阅读,更多相关《基于o2o的信用卡互联网+营销模式-李刚.pdf(43页珍藏版)》请在得力文库 - 分享文档赚钱的网站上搜索。
1、;西财l墅大学IIIIII LIHHIIIIIIII LIIY3227896论文题目(中文)论文题目(英文)作 者申请学位学科专业学校代码密 级中图分类号UDC硕士学位论文MASTER DISSERTATIoN基于020的信用卡“互联网+”营销模式Credit CardInternet+”Markrting Pattem Based On 020李刚高级工商管理硕士导 师培养单位研究方向二。一七年六月桂荷发教授EMBA教育学院万方数据独创性声明本人声明所呈交的论文是我个人在导师指导下进行的研究工作及取得的研究成果。尽我所知,除了文中特别加以标注和致谢的地方外,论文中不包含其他人已经发表或撰写的
2、研究成果,也不包含为获得江西财经大学或其他教育机构的学位或证书所使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。签名 日期: 型21圭:!关于论文使用授权的说明本人完全了解江西财经大学有关保留、使用学位论文的规定,即:学校有权保留送交论文的复印件,允许论文被查阅和借阅;学校可以公布论文的全部或部分内容,可以采用影印、缩印或其他复制手段保存论文。(保密的论文在解密后遵守此规定)签名:、日期: 丝1 2:兰:!竺万方数据目 录1引言111研究背景及选题意义一112国内外研究现状213主要研究内容和论文基本框架32信用卡营销概述521信用卡主要营销模式5
3、211直销5212关系营销5213品牌营销62。1。4网络营销6215数据库营销622信用卡营销理论7221 STP理论72124Ps营销理论-821-3 4Cs理论8214 4Rs理论923信用卡营销当前现状及问题10231同质化竞争严重10232泛滥开卡带来的目标客户偏离、营销成本浪费11233信用卡风险控制欠缺11234信用卡用卡安全不足123“互联网+”营销与020模式133I“互联网+”营销与网络营销13311互联网思维13312“互联网+”营销与网络营销的区别1532020模式16321 020的定义16322 020的优势16323 020与大数据的结合174基于020的信用卡“
4、互联网+”营销模式1841新模式的定义18万方数据42新模式的营销策略18421关联策略18422响应策略一19423关系策略19424回报策略2043新模式的方案内容2144新模式的特点215某银行的案例分析2351该银行信用卡营销的背景介绍及问题分析23511整体情况介绍23512营销情况介绍及分析23513问题分析与解决2452新模式落地的营销组合方案25521和当地互联网公司合作优化网络营销和数据库营销25522和总行协商利用020模式优化发卡流程25523借鉴020模式搭建客户增值服务平台26524打造“10元系列”主题活动2653落地效果与总结2754存在的问题和解决办法296展望
5、31参考文献32后记34II万方数据Contents1 Introduction。l11 researchbackground and significancel12 research status一213 the main research contents and tlle basic framework32 Overview OfCredit Card Marketing-521 CreditCardMarketingModel5211 Direct Selling5212 Relationship Marketing5213 brandMarketing62。1。4networkMar
6、keting一6215 Database Marketing622CreditCardMarketingTheory一7221 Theory Stp7212Theory4ps一8213 111eory4cs8214 Theory4rs923 Current Situation And Problems Of Credit Card Marketing-1 O231 r111e Domestic Credit Card Business Is InA Hot Competition10232 Face WimThe Severe Homogeneity1l233 Flooding Of Open
7、ing Card And The Inadequate Risk Monitoring-11234 Currem Threoy And Pattern Cannot Bring New Business Growth AndBreakthroug-123Internet PlusMarketing ModeAnd 020 Mode1331”InteractPlus”MarketingAndNetworkMarketing13311 The IntemetTmnking13312 The Difference Between”Intemet Plus”Marketing And Network
8、Marketing 1 532020MODE-一16321 Definitionof02016322Advantage Of02016323 020AndBigData174 Credit Card Marketing Mode Based OnInternet PlusAnd 0201841 DefinitionOfNewMode18IlT万方数据42 Strategy OfNewMode18421 Relevancy一18422Respond一1942。3 Relation19424Return2043 Programme OfNew Mode2044 Characteristic OfN
9、ewMode215 Case Study OfABank”2351 BackgroundAndProblemAnalysis23511 Introduction To The Overall Situation23512IntroductionAndAnalysisOfMarketing23513 ProblemAnalysisAnd Solution一2452 Programme OfNew Mode一25521 Work W池Local Intemet Co To Optimize Network Marketing AndDambaSeMarketing-。25522 Use 020 M
10、ode To Optimize The Issuing Process255213 BuiId Customer、瑚ue Added Service PlatforlTl Based On 020 Model26524 Create 10YuanSeriesThemeActivities-t26513 E虢CtAnd Summary2754 ProblemsAnd Solutions-296 Expectation3lReference”32Postscript“34IV万方数据摘要经过几十年的发展,国内信用卡业务的市场规模、网络建设、配套服务取得了惊人的成绩,无论是广告和促销、服务和产品创新
11、还是服务定位与系统营销等不断突破。随着市场的变化,市场营销的理论也从最开始的STP理论、4Ps理论,逐渐向4Cs理论以及最新的4Rs理论转变,以往的以企业为中心、以市场为中心的营销理论不能再支持现有的信用卡营销。同时,国内的信用卡业务进入了白热化的竞争阶段。在面对同质化严重、泛滥开卡、风险监控不足等问题时,当前的营销理论和营销模式已经不能再带来业务新的增长和突破。为了打破局面,必须寻找新的营销模式和方法。本文首先对现有信用卡营销过程中遇见的问题进行分析,并总结出了资源整合化、渠道专业化、营销互联网化、需求个性化是信用卡业务逐渐呈现的几个趋势;然后借助最新的商业模式和技术手段,结合多年一线的信用
12、卡营销经验,对商业银行的信用卡营销模式、策略、渠道上提出新的见解和办法,并以4Rs理论为框架提出了一套创新的信用卡营销模式一基于020的信用卡“互联网+”营销模式。该模式在关联策略、响应策略、关系策略和回报策略四个方面都有着不同于当前营销模式的特点和方法,并具有良好的可操作性和可复制性。为了验证该模式的效果,以GD银行某分行为例,基于该分行信用卡业务的真实情况以及分行资源分配和营销策略,针对性的制定了一套可行的营销组合方案。在实施一年以后,对比该行信用卡业务的近三年数据,可以明显看出新模式营销效果,对市场占有率和口碑都有了明显的改善。本文以信用卡营销为立足点,大胆创新,结合最新的商业模式和技术
13、,提出了新的营销策略和方案,为更好地创新和发展信用卡业务,提出了一些自己的思考和见解,具有一定借鉴意义。关键词:020;“互联网+”;信用卡营销;营销策略万方数据AbstractAfter decades of developmentthe scale,the network construction and thesupporting services of domestic credit card business market have made remarkableachievementsFor example,advertising and promotion,service and
14、 product innovation,service orientation and system marketing is in constant breakthroughsAlong with thischanges of domestic credit card business market,the theory of Marketing Managementis also changed,Theory STP,Theory 4Ps,Theory 4Cs and the newest Theory 4RsTheoryThe theory company-centric or mark
15、et-centric cannot support marketing as wellas beforeAt the sanle time,the domestic credit card business is in a hot competitionFace with the severe homogeneity,flooding of opening card and the inadequate riskmonitoring,current theory and Pattern cannot bring new business growth andbreakthroughIn ord
16、er to break the situation,looking for new marketing PaRems and methodsFist,Analysis of the existing problems in the process of credit card marketing,the creditcard business are showing characteristics of resources integration,the channelspecialization,Internet marketing and personalized needed were
17、summed up。Then withthe latest business models and technical means,combined with many years of creditcard marketing experience,the commercial bank credit card marketing model,strategy,channels,put forward new ideas and methodsBased on the marketing theory 4Rs,which is customer-oriented,an innovative
18、credit card marketing paRem-an credit cardmarketing model on account of Interact+and 020With the description of the theoryfrom the aspects of correlative strategy,response strategy,relationship strategy andReturn Strategy,it will show that the theory is feasible and advancedIn order to verify the ef
19、fect of this paRem,it will take a branch of GD bank as anexample,based on the actual circumstances of the credit card business and its resourceallocation and marketing strategy,targeted to develop a set of feasible marketingcombination planAfter the implementation of one year,compared to the data of
20、 thebank credit card business in recent three years,it analyzes the marketing effect,andprovides some suggestions for improvementTaking the credit card marketing as footholdand in the combination、析t11innovation and the latest business models and technology,this thesis put forward thenew marketing st
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 基于 o2o 信用卡 互联网 营销 模式
限制150内