摘要
随着我国经济快速发展和产业结构不断优化，第三产业在我国经济发展过程
中所扮演的角色愈发重要。呼叫中心作为我国服务业一个分支，也保持着比较强
的发展态势。然而，呼叫中心在企业经营体系中一般扮演服务角色，属于典型的
成本中心，企业从成本优势战略角度考虑，一般不会给客户服务部门太多投入，
大部分企业客服中心得不到有效发展，甚至举步难行。因此，如何在保证客户和
员工满意度的前提下，从“成本中心”转型成为“利润中心”，创造更多价值，
成了呼叫中心从业者共同面对的一个重要难题

针对上述问题，论文运用案例分析的形式，通过对中信银行信用卡中心客服
中心服务营销案例的研究，对其实施服务营销策略的过程进行全面跟踪和深入剖
析，总结其成功经验的同时提出优化策略和路径

论文共分为五个部分：第一部分简单阐述论文研究背景和意义，引出研究主
题和主要内容，提出研究方法和论文框架。第二部分简单介绍服务营销理论、呼
叫中心行业背景和绩效评价标准，以及案例研究理论。第三部分作为论文的核心
内容，运用访谈和资料收集等方法，描述中信银行信用卡中心客服中心服务营销
的业务现状和经营模式，并从时间纬度分起步期、发展期和爆发期进行全面展示

第四部分运用呼叫中心行业绩效评价标准和案例分析方法，分析其服务营销成果
之后，再从战略导向、组织协同、产品选择、推广策略、员工激励和品质保障六
个方面深入剖析其关键成功因素，并提出优化策略和路径。最后第五部分对案例
进行总结和展望

论文通过对中信银行信用卡中心客服中心服务营销案例的研究，初步总结了
一套适用于呼叫中心行业服务营销管理的运营模式，具备一定的推广价值。未来
笔者将持续关注服务营销案例推广应用和研究，同时也希望通过论文的发表，吸
引更多专家、学者和呼叫中心行业管理者对我国呼叫中心服务营销的关注，为我
国呼叫中心行业管理提供一些参考建议和新的启发

关键词：服务营销，呼叫中心，案例研究MBA 学位论文 作者：林奇盛 中信银行信用卡中心客服中心服务营销的案例研究
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The marketing case of credit card Call center of China
CITIC Bank
Abstract
With the rapid economic development and improving industrial structure of our nation,
tertiary industry plays a more and more significant role in the process of China’s economic
development. As a branch of service industry in China, call center also remains a relatively strong
development momentum. However, generally it plays a service role in the enterprise management
system. Most call centers can’t be effectively developed and even have difficulty to move ahead
since it is a typical cost center and companies will not invest too much in this department when
they consider it from a perspective of cost advantage strategy. Therefore, how to create more value
by transferring from “cost center” to “profit center” while making sure the satisfaction of both
customers and employees has become an important problem which all call center practitioners
should confront.
Given all the above problems, this paper will adopt the form of case analysis by researching
the marketing case of credit card call center of China CITIC Bank. Then we can summarize its
successful experience and put forward some optimization strategies and paths through
comprehensively tracking and deeply analyzing its whole process of marketing strategy.
There are five parts in this paper- the first part simply sets forth the research background and
its significance to reduce the theme and main points and then propose the research method and
framework; the second part gives a brief introduction of service marketing theory, the industry
background and performance evaluation standard of call center industry and the case study theory;
as a main content, the third part describes the business situation and pattern of the service
marketing of credit card call center of China CITIC Bank through using interview, data collection
and other methods. And fully showing it from the start point, development stage to outbreak period;
the forth part deeply analyzes its key success factors according to six aspects: strategic orientation,
organization synergy, product selection, promotion strategy, employee encourage and quality
assurance. And some optimization strategies and paths will also be put forth; the fifth part gives a
case summary and an outlook in the end.
Based on the research of the marketing case of credit card call center of China CITIC Bank,
this paper preliminary summarizes a set of operation pattern which can be applied in the service
marketing management of call center industry and has a certain promotional value. The writer will
pay close attention to the popularization, application and research of marketing service cases in theMBA 学位论文 作者：林奇盛 中信银行信用卡中心客服中心服务营销的案例研究
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future. Simultaneously, by publishing this paper, the writer also hopes more experts, scholars and
administrators of call center industry will be attracted to focus on China’s service marketing of call
center industry and propose some suggestions and bring new aspirations for the management of this
industry.
Keywords: service marketing, call center, case studyMBA 学位论文 作者：林奇盛 中信银行信用卡中心客服中心服务营销的案例研究
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目录
中文摘要.......I
Abstract.......II
一、前言...... 1
（一）案例背景与研究主题..........1
（二）研究内容与研究方法..........2
（三）研究思路和论文框架..........3
（四）研究意义......4
二、案例相关理论概述......6
（一）服务营销理论概述..6
（二）呼叫中心营销概述10
（三）案例研究方法概述12
三、案例描述........14
（一）中信银行信用卡中心及其客服中心简介14
（二）客服中心服务营销经营模式........17
（三）客服中心服务营销发展回顾........19
四、案例分析和讨论........23
（一）案例分析设计........23
（二）客服中心服务营销结果分析........23
（三）关键成功因素分析27
（四）优化路径和策略....37
五、研究结论与研究展望40
（一）研究结论....40
（二）研究展望....41MBA 学位论文 作者：林奇盛 中信银行信用卡中心客服中心服务营销的案例研究
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参考文献.... 43
致 谢.... 45
作者简介.... 46MBA 学位论文 作者：林奇盛 中信银行信用卡中心客服中心服务营销的案例研究一、前言
（一）案例背景与研究主题
随着我国经济快速发展和产业结构不断优化，第三产业在我国经济发展过程
中所扮演的角色愈发重要。国家统计局统计数据显示，我国 2016 年三大产业占比
分别为：第一产业占 8.56%，第二产业占 39.81%，第三产业占 51.63%。根据发达
国家经济发
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