某银行信用卡营销策略.docx

某银行信用卡营销策略.docx

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某银行信用卡营销策略

某银行信用卡营销策略

摘要

企业必须善于选择适合自己并能充分发挥自身资源优势的目标顾客群从事营销，确立企业在大市场中的位置，这是企业营销管理战略中的战略决策问题。

目标市场战略的决策过程是由市场细分、目标市场选择和市场定位三个环节组成的。

这三个环境是相互联系，缺一不可的。

其中，市场细分是企业目标市场选择

和市场定位的基础和前提。

市场细分是为了更加深入地研究消费需求，更好地适

应消费需求，使企业所提供的产品和服务更好地满足目标顾客的需要。

市场细分

的依据是整体市场存在的消费需求差异性。

市场细分是以消费者需求差异性作为

划分依据的，即根据消费者需求的差异性，把整体市场划分为若干不同的细分市

场，以便企业选择适合自己并能充分发挥自身资源优势的目标顾客群，实施相应

的营销策略。

企业在划分好细分市场之后，可以进入既定市场中的一个或多个细

分市场。

目标市场选择是指估计每个细分市场的吸引力程度，并选择进入一个或

多个细分市场。

其中目标市场选择战略有差异性目标市场选择和无差异性目标市

场选择。

市场定位可分为对现有产品的再定位和对潜在产品的预定位。

市场定位

的内容包括产品定位，企业定位，竞争定位，消费者定位等。

关键词：

信用卡；营销；原因分析

I

Abstract

Enterprisesmustbeabletochoosetosuitoneselfandcangivefullplaytoitsownresourcesadvantageoftargetcustomersengagedinmarketing,whichestablishedthepositionofenterpriseinmarket,thisisastrategicdecisionproblemsinenterprisemarketingmanagementstrategy.Thedecision-makingprocessoftargetmarketstrategyconsistsofmarketsegmentation,targetmarketselectionandmarketpositioning.Thesethreeenvironmentsareinterconnected,andtheyareindispensable.Amongthem,marketsegmentationisthebasisandpremiseofselectingandmarketpositioningofenterprisetargetmarket.Marketsegmentationistomorein-depthstudyofconsumerdemand,tobetteradapttoconsumerdemand,maketheenterpriseproductsandservicesprovidedtobettermeettheneedsoftargetcustomers.Marketsegmentationisbasedonthedifferencesinconsumerdemandintheoverallmarket.Aredividedbasedonthemarketsegmentationbasedonconsumerdemanddiversity,namelyaccordingtothedifferencesofconsumerdemand,theoverallmarketisdividedintoanumberofdifferentmarketsegments,sothatenterpriseschoosetosuitoneselfandcangivefullplaytoitsownresourcesadvantageoftargetcustomers,theimplementationofthecorrespondingmarketingstrategy.Afterdividingthemarketsegment,theenterprisecanenteroneormoresegmentsoftheestablishedmarket.Thetargetmarketchoiceistoestimatetheattractivenessofeachsegmentofthemarketandchoosetoenteroneormoresegments.Thetargetmarketchoicestrategyhasdifferentiatedtargetmarketchoiceandnon-differentiatedtargetmarketchoice.Marketpositioningcanbedividedintothereorientationofexistingproductsandthereservationofpotentialproducts.Marketpositioningincludesproductpositioning,enterprisepositioning,

II

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III

competitivepositioning,consumerpositioning,etc.

Keywords:

creditcard;Marketing;Causeanalysis

III