[推荐]中丹全文范文2

推荐推荐 中丹全文范文中丹全文范文2 2 上海金融学院毕业论文Shanghai FinanceUniversity NielsBrock CopenhagenBusiness CollegeFinal ProjectWork论文题目Title How to ImproveThe MarketShare ofThe CreditCards for Shanghai Pudong Development Bank如何提高浦东发展银行信用卡的市场份额专业 Major国际市场 营销 international marketing姓名 学号Name Student No 王利 xx012541Wang Li xx012541指导老师 Guidance Teacher丹麦主考 Danish Examiner公司 Company周茂涛 Zhou MaotaoLarse浦东发展银行 Pudong developmentbankxx 05 13 Executive summaryWith Chinaentering theWTO finance willget a big impingement Credit card as aspecial partin financefield has a greatpotential The China Bank issues the firstcredit card13years ago but it has beenstaying at a lowlevel sincethen The credit cards thatoupy a great proportionof the bankcards in the developedcountries haven t agood positionin China Overseas the credit cards business is the biggest profitpart But in China it isstill notmature There areonly twobanks China Merchants Bank andGuangdong Development Bank beginning to winprofits Guangdong Developmenthas issued the cardfor elevenyears and China Merchants Bank four years Shanghai Pudong Development Bank is in the underwayphase It beginsinvestment inxx So it is alsoto thebad But the credit card business is very goodlooked We believethe market will bee more and more matureand biggerand bigger The profit of credit cards isfrom the annual feeand the mission chargeof punching the cards The mainreason of the China Merchants Bankwinning the profit is the largestmarket shares Shanghai Pudong Development Bankwant tobreak awayfrom deficit They needto domore excitingpromotion to improve the market share In thestinging petitionin the credit cardmarket it is not easyto winmore market share 1 Problem formulation Above all it isvery importantfor Shanghai Pudong Development Bank toimprove theirmarket share They mustdo somethinguseful to solve thisurgent problemand tryto maintain its highand increasingsale Problem How toimprove the market shareof the credit cardof shanghaipudong developmentbank How todevelop the product What shouldthey doto attract the potentialcustomers How to maintain the present customers How toimprove the technology tosatisfy the customers 2 Problems Ifind that there arefive bigproblems in the pany Shanghai Pudong Development Bankhas aless promotionof attractionand the customers alwaysthink about the activities are cheating The customersalso think the bankwill earn more money from themas long as theyapply for the credit cards suessfully They oftenhold someactivities toencourage usingthe card but80 of thepresent customers don t knowthe contentof theseactivities The sellersignore the problems andplain from the customers The sellersdon t knowtheproductvery well Most of the customerswho return the applicationpaper aren ttheobjective customers When the customers use the cards they findthe lineis notexpeditious 3 Suggestions Aording to theseproblems my suggestionsare asfollow They can change theirproducts andadd somefunctions They caninnovate theirpromotion They canchange theconcept of the customers Maintain theold customersand improvehigh customerloyalty They canoffer somenew activities to addthe usage We can use moreuseful adspath to make customersknow They mustcollect theinformation from the customersfrom the first line sellersand solve the problemsin time They mustkeep themunication channelunimpeded They mustinsure theirsellers arewell upin theproducts bytraining They mustimprove technology tomakecustomers use the cardeasily List ofContents Chapter1Discussion of the problem1 1Issues 61 2Problem formulation 81 3Demarcation 81 4Methodology 8 1 5Annotation 8Chapter2Analysis2 1Ma rket Analysis2 1 1Analyze theexternal environment of credit card industry 92 1 2Analyze theinternal environmentof credit card industry 92 1 3Industry analysis five force 102 2SWOT2 2 1SWOT 112 2 2conclusions 122 34Ps2 3 1Promotion 142 3 2Product 172 3 3Price 202 3 4Place 202 4BOSTO N ANALYSIS 2 4 1BOSTON MATRIX 212 4 2co nclusions 212 5Market Segmentation2 5 1Segments 222 5 2conclusions 232 6Life cycle 232 7Case Marketing 24Chapter3Suggestions forsolutions3 1Bank Image 243 24Ps3 2 1Place coverage 253 2 2Price list price 253 2 3Product product variety design features packaging services 253 2 4Promotion sales promotion advertising sales force 273 3market Segmentation 2 83 4Technology 29Chapter4Conclusion 29Information Sources Chapter1Discussion of theproblem1 1Issues With Chinaentering theWTO finance willget a big impingement Credit cardas aspecial partin financefield has a greatpotential The ChinaBank issuedthe firstcredit card13years ago but ithas beenstaying ata lowlevel sincethen The credit cards thatoupy agreat proportionof the bankcards in the developedcountries haven tagood positionin China Overseas the credit cardbusinessis the biggest profitpart But inChina it isstill notmature There areonly twobanks China Merchants Bank andGuangdong Development Bank arebeginningtomake profits Guangdong Developmentissuedthe card elevenyears agoandChina Merchants Bankfouryearsago Shanghai Pudong Development Bank is in the underwayphase It beginsinvestment inxx So it is alsoto thebad But the credit cardsbusinessisvery goodlooked We believethe marketwill beemore andmore matureand biggerand bigger Shanghai PudongDevelopment Bank Card is the firstinternational creditcard withtwo kinds of money It has a lot of basicfunctions just like other credit cards It balancesby RMBand USD It can be used in most countries with Visa and 银联 marks in the world You can use the card in20 000 000shops restaurants andentertainment placesinthe world You alsocan cashby840 000ATMs withVisa and 银联 marks inthe world You canexperience thefashionable lifestyle and the mostone up consumptionmode byusing it You can choose repayingby RMB or USDafter yourreturn foryour consumptionabroad You repayfree ofinterest chargein20 50days If youare inlow waterthis month you canpay the lowest volumeabout10 before thematurity ineach month Each creditcard hasits specialfunction andfeature For example the annual fee of the cardof Construction Bank is10RMB It is the cheapest If youwant toget onescore in creditcardof China MerchantsBank you mustconsume20RMB The most important functionof Shanghai PudongDevelopment BankCard is thesafety system It is the onlyone bankthat issues credit cards with aphoto When youare using you havethree guaranteeswith yourpassword photo andautograph The shopstaffers willcheck thephoto andautograph If oneof themdoesn t matchwith thefact you can t usethis card Another functionis thatthe bankalso offersa timelymessage aboutyour consumptionabove500RMB eachtime The situation of yourconsumption can be knowntimely Furthermore Shanghai PudongDevelopment Bankfetched inthe advancedtechnology fromCITI 花旗 to addsafety safeguard It iscalled the against cheatingsystem On theassumption that your expenditureis usuallyabout1000RMB eachtime but this time itreaches the20 000RMB exceptionally You can t punch the cardthis time You willget amessage toconfirm whetheryou punch the cardthis timeby yourself If it is true you canmake aphone to the servicedepartment toconfirm Then you can punch the cardthistime If not the shopstaff willcatch thethief onthe ground It protectsthe consumer s card without embezzlementadvantageously China MerchantsBankis the biggestwinner of the credit cards inChina It offersa lot of differentcards At theend of the Marchxx ithasemitted3 000 000cards It oupiesabout25 market shareof credit cards of China and it oupies34 market shareof two kind money credit cards of China However Shanghai PudongDevelopment Bank s credit cards haveemitted400 000 It oupiesabout3 33 market shareof bankcards and itoupies4 53 market shareof two kind money credit cards of China My jobintheShanghai PudongDevelopment Bankis telemarketing I knowthere are7strong opponentsin this market They areChina MerchantsBank ConstructionBank Shanghai Bank Guangdong Development Bank ChinaBank Industrial andmercial Bankof Chinaand IndustrialBank Co Ltd When Isell mycredit cards I thinkI meeta strongpressure A lot of banksoffer the cards for free forever They needn t annual fee It is abigstrength But Shanghai PudongDevelopment Bank positionsitself atthe middle and highmarket The card s annual fee isthe highestof all the credit cards It is3600RMB forPlatinum cards 360RMB forGold cardsand180RMB forSilver cards It isthebiggestweakness This isthe mainreason whythe customersgive upour card The profitof credit cards isfrom theannual feeand themission chargeof punchingthe cards The mainreason of the ChinaMerchantsBankwinning theprofit isthe largestmarket shares Shanghai PudongDevelopment Bankwant tobreak awayfrom deficit They needto domore excitingpromotion toimprove the market share In thestinging petitioninthe creditcardmarket it isnot easyto winmore market share 1 2Problem formulation Above all it isvery importantfor Shanghai PudongDevelopment Bank toimprove theirmarket share They mustdo somethinguseful tosolve thisurgent problemand tryto maintainits highand increasingsale Problem How toimprove themarket shareofthe creditcardforShanghai PudongDevelopment Bank How todevelop theproduct What shouldthey doto attract the potentialcustomers How tomaintain thepresent customers Howtoimprove thetechnologytosatisfy the customers 1 3Demarcation Timehorizon intheshort term 3 12months Geography Shanghai1 4Methodology First we willanalyze theenvironmentof creditcard industry Secondly we willconcisely introducethe advantagesand disadvantagesabout itspromotions andthe functionsof creditcard Thirdly the weaknessoftheproduct technology and some improperthe sellsmethod will be madeout Finally we willoffer somefeasible methods toimprovethemarket share 1 5Annotation Annual fee the costyou mustpay per year Punchthe card Pay bycreditcardScores When youpay oneRMB you willget onemark Aumulating markscanchangesome giftsand annual fee Credit card At firstyou punch thecard Then yourepay the money Debit card At firstyou depositthe moneyin thiscard Then you punch thecard Bankcard The totalappellation ofthe creditcard andthe debitcard Chapter2Analysis2 1Market Analysis2 1 1Analyze theexternal environmentof creditcard industry Up toxx the banksissue800million bankcards inChina It isthe No 2after thenumber ofAmerica s that is850million Each peoplehave0 6bankcards inChina Up toxx Chinese consume600billion in one yearby punchingthe bankcards A report from Visashows Chineseisthe No one becauseaverage consumptionper timeis253USD by punchingthe cards The newestreportfromMckinseyand wewill losesome market shares Substitutes The bankcardsinclude two kinds One iscreditcard and another is debitcard The debitcard alsocan punchand cash And thedebitcards have aninterest A lot of oldpeople will choose thiskind ofcard Market petitors There areseven mainpetitors inthismarketnow Even itincludes theleader ChinaMerchantsBank They allhave theirspecial promotions and functions Buyer The buyersare almostfrom23to55years old They beemore reasonable They meetmoreandmore promotions and sellers They beginto rationallythink Suppliers We havenot clearsuppliers 2 2SWOT2 2 1SWOT Strengths It has a middlelevel reputation Its bank image isable topass We hasfounded acustomer serviceand customerconcern department 客户关怀部 They canaept and solvethesuggestions problems andwhines from the customers in time Our bankhasahigh servicequality Each onehasanice smileand hotheart The priceshowstheposition ofour cardsfit themiddleandhigh level customers Our bankregards innovation We have a lot of promotioncase indifferent time Our cardshave a lot ofspecial functions A lotof moneyhas beenput intothemarket The salespower isbeing biggerand bigger It willhave abigger marketshare inthe future Weakness There isa smallmarketshare It oupies4 53 marketshareof two kind money creditcards ofChina Our cardshave ahighest annual fee The number of aletter inreply is10 20 And60 letters inreply areuseless We have fewer points of work It ishard for customers toreturn the money Credit cardshave onlythree kinds The promotionshave lessattraction The productshave asimilar basicfunction Aordingtothetechnology the systemisnotvery goodto use The customers satisfaction isminor weakness CITI owns19 9 stock ofour bank We havearichfinancial capability We have two salespowers One isa direct selling and anotheristelephone We haverich humanresources Opportunity China isa largepopulation country We enter ten developedcities with a lotof modernpeople We havea largemarket The trendofthesociety valueconcept isconsumption inadvance More andmore peoplewill choose thecreditcards Threaten We onlyentertencities thatare aroundthe riverand sea We give up a lotofplaces We haveseven strongeropponents They areall creditcardswithtwo kinds of money 2 2 2Conclusion It isincontestable thatShanghai PudongDevelopmentBankcreditcardshave morepetition advantagethan weakness Although ithasalower marketshare it willovertake some othercreditcards The maindisadvantages arebank image poor liechnology high annual fee dull promotionand smallcoverage We know our bankwant toattract more customers They haveoffered a lotof different activities But thebank givespeople animage justlike bossor astrong power Most ofthe customersthinkthe main objectof allthe activitiesis tocheat theirmoney So a lotofpeople don t trustour bankgiving thema trueboon Although theactivities weoffered arereally verypreferential Although our bank wantsto earnmoney we earnthemissioncharge fromthe shops Say theleast ofit thecustomerpays themoney whether they usethecreditcards ornot they mustpay themarked price But when they punch thecard they willget ascore They canuse thesescores toexchange somegifts It isabigpreferential We mustlet thecustomer knowearning the customers money isnot ourultimate purpose Customers alsosay we havefewerpoints ofwork It givescustomer animage thatour bank isasmall bank No oneknows our bankisa countrywidebank Further more itishard forthemtoreturn themoney It beesthe mainproblem forthepresent customers Customers can choose transferringaounts toreturnthemoney But oursellers alwaysdon t introducethis businessin detail whentheysell our cards It beesa discontentfromthecustomers It also affects thebankimage This SpringFestival holidays a seriouscase happened It isour bank s systemparalysis No onecan punch thecardin anyplace It makesus losealotof business And whatis moreimportant isto losegood imagein customers heart It isour technologyproblem And itisavery importantdepartment The annual fee ofourbankisthe highest In theCITI s pricingsystem the brandisthemostimportantpart The highannual feemeanstheservice levelisthetop oneinthe world But itisn t suitabletothesituationofour country Other banksoffer usingtheircreditcards gratis so longas youuse theircreditcardsthree times inone year The highannual feebees ourbig weaknessto sell We alsocanusescores toexchange theannual fee It is15 000scores toexchange thesilver cardand25 000scores toexchange the gold card It meansyou mustconsume about15 000RMB or25 000RMB inone year It isalsoalarge expenditure When thepeople hearso expensiveannual fee they willsay no Because our creditcardshaveasimilar basicfunction betweenothers andallthe cardshavethree levels whetherthepromotions areattracted beesa keyto winthecustomer We havepresent alot asgift such asAUSSINO PHILIPS HI FI portable DVD Swatch watchandso on But China Minsheng Bank offers returningcash of120 annual feeas longas you punch thecard six times inthe firstsix months Shanghai Bankpresent100RMB traffic cardasa gift If wewant toget morecustomers we mustoffer somemore attractingpromotionsandadd morespecial functions China hasa feature That isthere arealargenumber ofpeople inChina So we canchoosesome potentialcities tosell our cards It canadd ourcoverage Shanghai PudongDevelopmentBankhasafew disadvantages but ithas moreadvantages We havefounded aspecial departmenttosolvethe problemsfromthecustomersintime We cansatisfy themand improve ourselves aording to theirsuggestion Our sellers quality ishigh Customers canfeel warmfrom oursellers It willimproveourselling quality Aordingly our marketshare willdevelop Our cardshaveahigh position It isa symbolof dignityand status Each customerwill feelhonor andsense ofpride becauseof owningour cards Our bankregards innovation We offeragreatnumber ofpromotionsandspecial functions It bringssome vitalityto ourcreditcardsand ourbank Furthermore we needn t worryabout thefinance We havesolid treasury Our cardshave petitionpotential andadvantage 2 34Ps2 3 1Promotion We havetwoselling power One istelemarketing Another isdirectselling It isabout120people inall The sellspower isso weak We needmore peopleto joinus We will add salesmodes And wewilladdpower onads Different banksoffer differentpromotions toattractthe new customers For example China ConstructionBank andChinaMerchantsBankofferannulling theannual fee forever aslongas you punch thecreditcard threetimes inoneyear Shanghai Bank will presenttraffiardwitha value of100RMB asa giftwith annullingtheannualfee forever There arealotofdifferentpromotions inShanghaiPudongDevelopmentBankfor potentialcustomers suchaswe presentscores DVD AUSSINO HI FI andsoonin lastyear During thefirst season you willbe given160thousand scoresor60thousand scores if youconsumexxRMB withthe cardsin first two months If youchoose thismode you mustpay theannualfeeabout360RMB or180RMB Another modeis that you punch the cardsfive timesand eachmust reach99RMB infirst two months You willbe given20thousand scoresandthefirst annualfee isforfree 160thousand scores can exchange69different kindsof gifts 60thousand scorescan exchange54different kindsof gifts And20thousand scorescan exchange35different kindsof gifts The differentkindsofgifts includeSWATCH watch Nike bag Snoopy toys Haagen Dazs ticketsandsoon In thissecond season we presentAUSSINO tonew customers Their first annualfeewillbereduced As longas youpunch thecard600RMB infirst twomonths you willbe givensix AUSSINOwashcloths andterry clothcoverlets As lon