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而随时时间的推移以及我国金融市场日趋完善，后续将有越来越的人认同信用卡的产
品及信用卡的附加金融服务。面对着如此规模庞大的潜在客户群体，目前各家发卡银
行均开始陆续进入该市场，甚至“跑马圈地”式地投放其信用卡产品来抢占市场，使得
消费者能拥有更多选择；但与此同时，消费者对待信用卡对认识也更加清晰和理性，
信用卡市场也开始由买方市场逐渐转变为卖方市场，各发卡银行的压力比过往更大
我国的信用卡行业正面临着前所未有的挑战和冲击，但在目前我国商业银行对信用卡
业务的发展仍然是着重量不重质产，差异化营销效果不明显，导致多数的客户觉得各
家银行的产品功能差异不大，享受的服务基本一致，对品牌的理解印象不深，对促销
手段已习以为常。我国的信用卡行业必须正视目前存在的问题，从而积极调整营销的
策略，尽早完成与国际接轨，实现真正差异化、专业化的营销
本文首先从研究本课题的背景及意义入手，随后引入介绍了差异化营销的相关理
论（包括 STP 理论和 4PS 理论等）及国内外研究的现状，以信用卡在我国的发展历
史及现状，进一步分析我国信用卡营销过程中在差异化方面的不足之处。对此，本文深
入挖掘了境外包括美国运通公司、JCB 公司、花旗银行、台新银行的优秀异化营销案例，
并结合差异化营销的相关理论，最终为我国信用卡进行差异化营销提出了品牌差异化、
价格差异化、服务差异化、产品功能差异化、促销手段差异化多方位的具体建议
关键字：信用卡，差异化，营销，商业银行
作 者：项恒鸯
指导老师：孙文基II
Research on the application of differentiated marketing in
Chinas credit card marketing
Abstract
With the development of Chinas economy, credit cards have been widely used in the
field of financial consumption. In 1985, the first credit card - BOC card was issued in
Chinas history, and it has gone 30 years since then. The domestic credit card business has
been booming developing, and entered into intense competition. Forecast to 2025, China&39;s
middle class is expected to reach 520 million, covering more than half of China&39;s urban
population. The total disposable income will reach $13 trillion and 300 billion. At time
goes by as well as the gradual improvement of China&39;s financial market, there will be more
and more people agree with the credit card products and credit card additional financial
services. With such a huge potential customer groups, each issuing bank has staking on the
credit card products. On one hand, consumers can have more choices. But at the same time,
the credit cards are not a status symbol, so consumers do not want them like before. Now
the credit card market has begun to shift from Seller&39;s market to buyer&39;s market, and the
issuing banks are under more pressure than ever before. China&39;s credit card industry is
facing unprecedented challenges and impact. But at present, China&39;s commercial banks still
focus on the quantity but not quality. And the homogenization problem is still serious. The
development of China&39;s credit card industry must face up to the existing problems, so as to
actively adjust the marketing strategy. It should also try to reach international standards as
soon as possible, so as to achieve differentiated and professional marketing.
This essay starts from the background and significance of the research firstly. Then it
introduced the related theory of differential marketing (including STP theory and 4PS
theory) and the present situation of the research in China and abroad.
By analyzing the history of Chinas credit cards and the current situation of our
country, it concludes to the serious problem of homogenization in the marketing. In the
deep research of the marketing cases of American Express Company, JCB Company,
Citibank and Taishin bank and the theory of differential marketing, this essay puts forward
some concrete suggestions on the price differentiation, the brand differentiation, the serviceIII
differentiation, the product function differentiation and the promotions differentiation for
China&39;s credit card marketing.
Keywords: credit cards, differentiation, marketing, commercial banks
Written by Hengyang Xiang
Supervised by Wenji Sun目 录
第一章 绪 论 .......1
1.1 研究的背景.1
1.2 研究的意义.1
1.3 研究的思路和研究的方法.2
1.4 本文的创新与不足.3
第二章 理论及文献综述 ...4
2.1 市场营销相关理论.4
2.2 相关文献综述.........5
第三章 我国信用卡营销存在问题...........8
3.1 产品功能同质化严重.......10
3.2 促销手段单一.......12
3.3 价格战成常态.......13
3.4 品牌建设不鲜明...14
3.5 客户服务缺乏个性化.......15
第四章 境外信用卡差异化营销的成功案例.....17
4.1 明确的客户定位——美国运通卡...........17
4.2 完整多样化的价格体系——花旗银行...19
4.3 专注优质的客户服务——JCB 公司.......20
4.4 女性卡的成功营销案例——台新银行...21
第五章 差异化营销在信用卡市场中应用策略.24
5.1 产品功能差异化...24
5.2 促销手段差异化...26
5.3 价格体系差异化...28
5.4 品牌形象差异化...29
5.5 客户服务差异化...30
第六章 研究结论及展望 .336.1 研究结论...33
6.2 研究展望...34
参考文献
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