工商银行泉州分行信用卡中心作为我国首家进行事业部制改革的国有大型
信用卡专营机构。尽管拥有强大的营销渠道和品牌优势，但同行业以及大量新
型互联网企业的快速崛起，不断撼动着该行的核心地位。因此，高效地利用科
技创新，构建自身的核心优势和完善的风险控制体系，不断开拓新市场，进而
永葆竞争优势，是当前工商银行泉州银行信用卡中心亟待进行的重大工作

本文，首先进行综述国内外银行信用卡业务发展的相关文献，并分析工商
银行泉州分行信用卡业务发展过程中存在的主要问题，进而提出本文旨在解决
的问题。其次，基于相关的市场营销理论分析该行当前信用卡业务发展的内外
部环境，结合该行的优势，指出该行可抓住的发展机遇、可实施的有效规避风
险和挑战的营销策略等

再次，对泉州地区信用卡市场展开实地的问卷调查，并利用 STP 理论分析
泉州信用卡细分市场，结合工商银行泉州银行信用卡的现行营销策略以及资源，
确定适合该行服务的信用卡目标市场。最后，根据实际调研数据，利用统计工
具对其进行分析，并利用 4PS 营销理论工具，结合该行服务的目标市场，制定
适合该行信用卡发展的营销策略，并提出合理且高效的保障措施

本研究针对性强，且具备一定的可行性，一方面对工商银行泉州分行制定
和实施信用卡业务相关营销策略具有一定的借鉴意义，另一方面也给同行业其
他银行带来一定经验参考

关键词：工商银行泉州分行 信用卡 营销策略 市场细分II
Abstract
With big data, mobile Internet era, in addition, the disposable income of residents,
improve the national credit system of continuous improvement and the dom estic
economy need to stimulate consumption, China&39;s credit card industry has entered the
peak period of development.
Credit Card Center of industrial and Commercial Bank of China, Quanzhou branch,
is the first large-scale st ate-owned credit card m onopoly organization in China.
Despite the strong marketing channel and brand advantages, the rapid growth of the
same industry as well as a large number of new Internet com panies has constantly
shaken the bank&39;s core status. Therefore, e fficient use of scientific and technological
innovation, to build their own core strengths and perfect risk control system, and
constantly open up new markets, and maintain competitive advantage, is the m ajor
work of the industrial and Co mmercial Bank of Quanzhou bank credit card center to
be carried out.
This paper first makes a literature review of domestic and foreign bank credit card
business development, and analyzes the m ain problems of Quanzhou branch of
industrial and commercial bank credit card business development process, and puts
forward the purpose of this paper is to solve the problem. Secondly, the related theory
of marketing analysis of the curren t credit card business deve lopment based on the
internal and external environm ent, combined with the advantage of developm ent
opportunities, pointed out that the bank coul d seize the im plementation of effective
risk aversion and the challenge of marketing strategy.
Again, carried out questionnaire survey on Quanzhou credit card m arket, and use
the STP theory to analyze the Quanzhou credit card m arket segments, with the
industrial and Commercial Bank of Quanzhou bank credit card m arketing strategy
and existing resources, suitable for the b ank&39;s credit card service target m arket.
Finally, according to the actual survey data, analyze the use of statistical tools, and
the use of 4PS marketing theory, combined with the service target market for theIII
development of the bank cr edit card marketing strategy development, and puts
forward the measures to ensure a reasonable and efficient.
This study targeted, and have a certain feasibility, on the one hand, the industrial
and Commercial Bank of China Quanz hou branch of the developm ent and
implementation of credit card has certain reference significance to business marketing
strategy, on the other hand to the other bank to bring certain reference.
Keywords: Quanzhou branch of IC BC credit ca rd m arketing strategies
market segmentation consum er surveyV
目 录
第 1 章 绪论.........1
1.1 研究背景....1
1.2 研究目的和意义....2
1.2.1 研究目的.........2
1.2.2 研究意义.........3
1.3 论文内容与方法....3
1.3.1 研究内容.........3
1.3.2 研究方法.........5
1.4 论文的创新之处....5
第 2 章 文献综述与理论基础.....7
2.1 文献综述....7
2.1.1 国外文献综述.7
2.1.2 国内文献综述.9
2.2 理论基础..12
2.2.1 相关营销理论...........12
2.2.2 商业银行市场营销相关理论...........12
2.2.3 营销方法与工具.......14
2.3 本章小结..16
第 3 章 工商银行泉州分行信用卡业务营销现状和问题分析...........18
3.1 工商银行泉州分行简介..18
3.2 工商银行泉州分行信用卡业务发展情况..........18
3.2.1 工行信用卡发展状况...........18
3.2.2 工行泉州分行信用卡发展状况.......21
3.3 工商银行泉州分行信用卡业务营销现状..........23
3.4 工商银行泉州分行信用卡业务营销存在的问题及原因..........26VI
3.4.1 产品设计方面...........26
3.4.2 产品定价方面...........26
3.4.3 促销活动方面...........27
3.4.4 销售渠道方面...........28
3.5 本章小结..29
第 4 章 工商银行泉州分行信用卡业务市场环境分析...........30
4.1 工商银行泉州分行信用卡业务宏观环境分析..30
4.1.1 政策环境.......30
4.1.2 经济环境.......30
4.1.3 社会环境.......32
4.1.4 技术环境.......32
4.2 行业环境分析......33
4.2.1 我国信用卡发展状况...........33
4.2.2 行业竞争分析...........36
4.3 工商银行泉州分行信用卡业务 SWOT 分析.....39
4.3.1 优势分析.......39
4.3.2 劣势分析......
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