摘 要
作为银行零售业务的核心，信用卡业务已成为我国商业银行含金量较高的个人零售
业务，各大商业银行都在不断地扩大自己在信用卡市场上的市场份额，使其信用卡的市
场营销得到了较快的发展。消费者对信用卡品牌的信任感，始于点点滴滴的积累。由于
信用卡是银行的无形服务最佳的表现形式，同时也代表着商业银行的品牌影响力和服务
水平，各大商业银行不惜一切代价来争夺这潜力巨大的信用卡市场。信用卡营销必将成
为中国银行业高速发展的强劲动力。因此，我国商业银行如何能够有效地、长期地拥有
消费客户群体，是一个值得深入研究的课题
本文首先梳理了信用卡市场营销的相关理论和文献综述；其次，从我国商业银行信
用卡市场发展现状出发，分析我国信用卡市场发展的现状，并从价格、促销、品牌宣传、
市场细分、服务、营销渠道策略六个方面剖析了我国信用卡实际营销过程中存在的问题；
再次，介绍了国际知名金融机构信用卡营销的经验与可借鉴之处；最后，对我国商业银
行信用卡营销提出了对策建议。希望本文的研究能对我国商业银行提高信用卡消费群体
的用卡率，改善信用卡用卡环境，树立商业银行自己独特的品牌，提高国际竞争力有所
帮助
关键词：商业银行 信用卡 营销
Abstract
Credit card business, the core of most banks’ retail business, has developed
itself to a most highly-valued position. All commercial banks are endeavoring
themselves on the expansion of their share in the credit card market, which
accordingly stimulates a better improvement of this business. Yet it does take
time for the banks to gain customers’ trust onto a certain credit card. Because
credit card business is the best revealing form of all the banks’ invisible
services as well as a good representation of the banks’ brand influence and
service standards, all commercial banks strive for a greater share in the credit
card market which is of significant potential at all cost. Credit cart marketing
is sure to become a most strong motive power in our country’s banking business
development. Therefore, how to ensure the commercial banks to enjoy a steady
consumer group effectively and constantly has become a project worthy of further
research.
My thesis first deals with relative financial theories and the literature
review as well. Secondly, the current credit card market situation will be
discussed, and then six aspects are specifically analyzed in order to solve
current issues in our credit card marking business: cost, promotion, brand
propaganda, market segmentation, service and marketing strategies. Thirdly,
renown foreign financial institutions’ experiences will be introduced for
helping improve our understanding of how to do a better credit card business.
The thesis is hoped to augment the use of credit cards of the customers and
ameliorate the overall credit card environment as well as build up a special
and competitive credit card brand and hence enhance the international
competitiveness of our country’s credit card business.
Key Words: commercial banks, credit card, marketi