摘要
A 银行位于阳江市区，经历 30 多年的发展，信用卡的产品种类和功能已经非常完
善，能满足不同客户群国内外的支付需求。目前，信用卡市场具有信用卡规模激增，
新的交易手段开始衍生，同行竞争激烈，互联网消费金融的巨大冲击等四大特点，阳
江 A 银行信用卡中心需要在新形势下开展符合形势的营销策略

本文整理了关于营销策略的学术研究理论，主要是顾客价值理论，关系营销理论，
STP 战略，4Ps 理论，4Cs 营销理论，SWOT 理论。国外关于信用卡营销策略的研究成果
可以归纳为：信用卡营销主要从客户关系、品牌、与其他机构协同等方面开展，信用
卡产品本身的影响对营销效果影响不大。在国内的研究综述中，信用卡营销策略的研
究包括基于全国银行信用卡现状研究信用卡营销策略，基于 STP 视角的营销策略研究，
基于具体银行信用卡支行案例的营销策略研究和基于互联网冲击的研究

阳江 A 银行具有品牌形象良好、定价机制灵活、品种齐全覆盖广泛、组织结构体
系完善四大优势；面临传统刷卡手续费收入增长不利、目标群体不明确、服务创新不
足、行业营销资源利用不充分四大劣势；具有扩大内需政策刺激消费、超前消费理念
盛行、大数据和个人征信系统完善三大机会；面临经济增速下降增加信用风险、信用
卡利润空间受挤压、新兴支付手段的冲击三大威胁

经过对内部数据分析和调研，阳江 A 银行的目标市场选择 23-50 岁之间的高收入
城区客户。本文依据 4P 理论提出改进策略：改进产品策略、提高服务质量、塑造产品
形象三大措施；定价策略使用“价格歧视”策略包括优质客户的定价策略、一般工薪客
户的定价策略、自雇类客户的定价策略；渠道策略上采用开发线上渠道和特定客户直
销策略；促销策略方面包括员工内部促销策略、利用互联网科技优化客户体验、广告
策略、联合商家开展促销活动、提升增值服务

关键词：阳江 A 银行；信用卡；营销策略；SWOTII
ABSTRACT
Bank A is one of the five largest state-owned commercial banks in China. The Bank A is the
earliest bank issuing credit cards in the country. After 30 years of development, the credit
card products and functions have been improved to meet the demands of different customers.
demand. At present, the credit card market has four major characteristics, such as the surge
of credit card, new trading methods, intense competition, and huge impact of Internet
consumer finance. Yangjiang Bank A credit card center needs to carry out marketing strategy
in line with the new situation.
This paper summarizes the academic research theory of marketing strategy, mainly customer
value theory, relationship marketing theory, STP strategy, 4Ps theory, 4Cs marketing theory,
SWOT theory. Foreign credit card marketing strategy on the research results can be
summarized as follows: credit card marketing mainly from the customer relationship, brand,
and other agencies in collaboration with other aspects of the credit card product itself has
little effect on the marketing effect. In the domestic research review, the research of credit
card marketing strategy includes the research of credit card marketing strategy based on
national bank credit card situation, marketing strategy research based on STP perspective,
marketing strategy research based on specific bank credit card branch case and internet
shock study.
Yangjiang Bank has four major advantages: a good brand image, flexible pricing mechanism,
a wide range of varieties covering a wide range and a improving organizational structure
system; facing four major weakness: the traditional credit card fee income growth, the target
group is not clear, inadequate service innovation, industry marketing resources utilization is
not sufficient ;three major opportunities: with the policy of expanding domestic demand to
stimulate consumption, the concept of the prevalence of advanced consumption, large data
and personal credit system improvement; facing there threats :the declining economic
growth will increase credit risk, credit card profit margins squeezed, the impact of emerging
means of payment .
After internal data analysis and research, Yangjiang A Bank&39;s target market selection between
23-50 years of high income urban customers. This paper puts forward the improvement
strategy according to the 4P theory: the product strategy has three measures: improving the
product, improving the service quality and shaping the image of the product. The pricing
strategy uses the price discrimination strategy, including the pricing strategy of
high-quality customers, Customer strategy; channel strategy to develop online channels andIII
specific customer direct marketing strategy; promotional strategies, including internal
promotions within the staff strategy, the use of Internet technology to optimize customer
experience, advertising strategy, joint business promotional activities to enhance value-added
services.
Key words: Yangjiang ABank；Credit Card；Marketing Strategy；SWOTIV
目 录
摘要...I
ABSTRACT.........II
目 录.IV
1 前言...1
1.1 研究背景...1
1.2 研究目的和意义...2
1.3 文献综述...2
1.3.1 营销管理理论...2
1.3.2 国外研究综述...4
1.3.3 国内研究现状...5
1.4 研究方法...8
1.4.1 案例分析法.......8
1.4.2 文献分析法.......8
1.4.3 访谈法...8
1.5 研究内容与研究框架.......8
1.5.1 研究内容...........8
1.5.2 研究框架...........9
2 阳江 A 银行信用卡营销环境分析.10
2.1 阳江 A 银行及其信用卡业务简介.........10
2.1.1 阳江 A 银行介绍.........10
2.1.2 阳江 A 银行信用卡业务简介.10
2.2 宏观环境分析
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