房产营销人员手册(修正版)

上海交通大学硕士学位论文中国银联国际市场营销战略研究姓名：陈敏申请学位级别：硕士专业：工商管理指导教师：余颖20090111,2002320042008615POS20ATM36.820086BC40655CPESTATMSTP4PVISA5CSTP4PTHERESEARCHOFINTERNATIONALMARKETINGSTRATEGYFORCHINAUNIONPAYABSTRACTAsaspecialserviceenterprise,themarketdevelopmentofChinaUnionPayCompanyLimited(thisthesisreferredtoasCUP)hasagreatsignificancetothedevelopmentofChina'sfinancialindustry,especiallyitsbanksector.HeadquarteredinShanghai,whichwasfoundedinMarch2002,asthecentralandpivotalpartofbankcardindustryinChina,CUPunderpinsthedevelopmentofChinesebankcardindustry.Theconnectionandswitchbetweenbankingsystemsandinter-bank,cross-regionandcross-borderusagesofbankcardarerealizedbybanksinChinathroughtheinter-banktransactionsettlementsystemofCUP.Incurrentmarketenvironment,internationalacceptablefunctionsarenecessaryforthesurvivalanddevelopmentofthelocalbankcardbrand.Internationallycompetitiveisalsotheinherentrequirementforthebankcardorganization'ssurvivalanddevelopment.FullyawareoftheinfluenceoftheinternalizationonCUP’sdevelopmentandthemeaningofthecreationofethnicChinesebankcardbrand,sincethebeginningof2004,CUPhasputontheinternationalmarketdevelopmentstrategyforitsdevelopmentagenda.Infouryears,theInternationalBankcardnetworkhasdevelopedfromscratchandgrown.BytheendofJune2008,thenumberofCUPmerchantsabroadtotalednearly150thousandwith200thousandPOSterminals,andATMsreached368thousand.Besides,CUPalsocooperatedwithoverseainstitutionstoissuestandardChinaUnionPaycardstoforeigners.BytheendofJune2008,nearly40foreigninstitutions,includingJapanSumitomoMitsuiCardCompany,SouthKoreaBCCardcompany,andsoon,havealreadyissuedstandardUnionPaycardsin6countriesandregions(HongKong,Macau,Kazakhstan,Singapore,Japan,SouthKorea).Goingabroad,CUPhasmadesomesatisfactoryachievements.However,withtheincreasinglyfierceinternationalcompetition,therearemorepressingneedsofacceleratingthedevelopmentofinternationalmarketsandestablishinganationalbankcardbrand,whichraisedhigherrequirementsforCUP.Facedwithsuchahugechallenge,thetoppriorityoftheinternationalmarketdevelopmentofCUPistocarryoutallaspectsofsystemsanalysis,conscientiouslysumupexperiences,gainsandlossestoschedulethelong-termdevelopmentstrategysuitableforthenext5yearsorevenlong.Firstofall,thisthesisconfirmedtheCUP’stwo-prongedinternationalmarketingstrategywhichononehandexpandedtheacceptablenetworkabroad,andontheotherhand,issuedUnionPaycardsoutside.Thenbytheanalysisof5C-basedmarketingopportunities,itcarriedoutastudyonthemacro-environmentofCUP’sinternationalmarket(PESTLaw),consumer’sneeds,competition,companyskillsandcolleague.AndthenexpatiatedonthesituationofCUP’sinternationalmarketdevelopment,putforwardCUP’slow-costadvantages,andaccordingtothedistributionofNationalexitdestinations,tookAsiaasafoothold,ATMtransactionsasabreakthroughpoint,andrealizedtheglobaldevelopmentincludingEuropeandAmericastepbystep.Meanwhile,therecommendationswillbeafulltransformationfromthelocalcommunityadvantagetodifferentiatedadvantages,cooperationswiththird-partyagenciesowningresourcestothelowerreaches,andspeedinguptheexpansionofupstreamanddownstreamchannels.Understandingthiscondition,withSTP,theauthoranalyzedtheCUPinternationalmarketingstrategicallyfromtheaspectsofsegmentationofthemarket,targetmarketsandposition,andsuggestedthattheoverseamarketshoulddevelopintheorderofHongKong,MacaoandTaiwanregions,Asia,Europe,NorthAmerica,Oceaniaandotherregionsoutsideoftheranking.Anditparticularlymadeathree-stepapproach:thefiststepwastospeedupthecoverageofthekeycountries,keyareaswithChineseandtheirretailoutlets;thesecondstepwastocontinuebroadeningthemarketsinwhichCUPhadalreadyopened;thethirdstepwastovigorouslyexpandTaiwanmarket,thelargestpotentialmarketexceptHongKongandMacao,whichhadnotbeenopenedyet.AnditmadeclearthatCUP’sinternationalmarketpositioncouldnotbelimitedtothesinglebusinessofinformationtransferintheearlydaysofCUP,butshouldbepositionedtocompletethehistorictaskofcreatinganationalbankcardbrand.What’smore,theauthorconsidereditnecessarytouse4P'stheoryofmarketingmixtureforfurtherdiscussiononthefourperspectivesofproduct,price,placeandpromotion,toindicatethatCUPshouldconsolidatedebitcardsandexpandcreditcards(forthisproductstrategyhasmoreadvantages),expandoverseamarketandweakenthemonopolybyVISA,MasterCard.CUPshouldsticktonocurrencyexchangefees,low-costpricingstrategytogetmorecross-bordertransferbusinesses,toincreasebusinessvolume.Itshouldexpandtheadmissibilityofplacesbyactingthroughathird-partyacquireraswellascooperatingwithregionalnetworkorganizationsofbankcard.Thisthesisalsodrewontheconceptofjointmarketingandworkedoutamethodofcombiningbothverticaljointmarketingandjointcross-marketingtogethertorealizethemaximizationoftheinterestsofusersandthevalueofthebrand.Finally,thewritersuggestedthatonthebasisofitsinternaldevelopmentandexternaltrade,theCUPshouldproposepracticalwaystoacceleratetheimplementationoftheinternationalmarketingstrategy.Thelastpartofthethesismadeasummaryofmainpointsinthispaper,andalong-termoutlooktoChinaUnionPayinitsfutureinternationaldevelopment.Atlast,Iw