MBA教育中心知识库

    摘 要

    信用卡业务在我国经过了30多年的发展后，其业务模式和营销模式不断成熟。信用卡作为我国个人金融服务中成长最快的产品线之一，为银行带来了较高的盈利额的同时也带来了很大的风险。中国民生银行兰州分行在信用卡业务方面起步较晚，在产品策略、营销渠道、促销手段等方面仍然存在一定的问题，而如何解决这些问题以优化信用卡营销模式、更大程度地满足消费者多元化的需求、增加其市场份额占有率，具有重要的现实意义。

    本文首先以4Ps营销理论和4Cs营销理论为基础，对中国民生银行兰州分行信用卡业务的发展现状进行了分析，发现其存在产品同质化问题严重、营销渠道相对单一、核发政策灵活性不足、促销活动少等问题。其次，通过对中国民生银行兰州分行的信用卡营销环境进行分析，从市场定位、产品、价格、渠道、促销五个方面提出了营销策略的优化建议，并从加快数据平台建设、公司营销团队建设、加强风险控制能力这三个方面阐述了中国民生银行兰州分行信用卡营销策略的实施保障。

    本文从长远发展的角度为中国民生银行兰州分行信用卡的营销提供了具有建设性意义的对策，有利于提高中国民生银行兰州分行信用卡业务的竞争力，有利于提升其信用卡营销水平以及实现价值增值。

    Abstract

       After more than 30 years of development of the credit card business in China, its business model and marketing model have continued to mature. As one of the fastest-growing product lines in personal financial services in China, credit cards have brought high profits to banks and also brought great risks. China Minsheng Bank Lanzhou Branch started late in the credit card business, and there are still certain problems in product strategy, marketing channels, promotion methods, etc. How to solve these problems to optimize the credit card marketing model, to meet the diverse needs of consumers to a greater extent, and to increase its market share has important practical significance.

       This article is first based on the 4Ps marketing theory and 4Cs marketing theory, and then carefully analyzes the development status of the credit card business of China Minsheng Bank Lanzhou Branch, found that there are problems such as serious product homogeneity, single marketing channels，insufficient flexibility in issuing policies and less promotional activities. Secondly, by analyzing the credit card marketing environment of China Minsheng Bank Lanzhou branch, the optimization of marketing strategies was proposed from five aspects of market positioning, products, prices, channels, and promotions, and from accelerating the construction of data platforms, the construction of company marketing teams, and buildingup risk control capabilities three aspects elaborated China Minsheng bank Lanzhou branch credit card marketing strategy implementation guarantee. Finally, the article summarizes and extracts the whole text, and explains the place that needs to be supplemented and perfected.

       From the perspective of long-term development, this article provides constructive measures for the credit card marketing of Minsheng Bank Lanzhou Branch, which is conducive to improving the competitiveness of the credit card business of Minsheng Bank Lanzhou Branch, and is conducive to improving the credit card marketing level and realizing value added.