Fintech，是继 2012 年移动互联 o2o 时代后，于 2017 年衍生出的金融概念。作为 中国移动互联产业的新兴概念，全拼为 Financial Technology，即为金融科技。移动支 付的到来颠覆了中国人的消费习惯，支付体验逐渐便捷，消费需求不断升级，从电脑 端支付到移动互联的 o2o 支付，消费方式的变化推动着整个社会向金融科技大步迈 进，金融行业格局发生巨变。招商银行是中国第一家股份制商业银行，招商银行信用 卡品牌作为信用卡行业先行者，在这次消费革命中，扮演着重要的角色。 首先，本文提出了在 Fintech 时代背景下，信用卡业务的研究意义和研究背景， 阐述了研究过程中的具体内容和研究方法。在撰写过程中，体现了论文中的特色与创 新点，运用 SWOT 分析等研究方法，对沈阳招商银行信用卡的经营做以分析。 其次，本论文介绍了国内国外信用卡的发展情况，分析了沈阳地区招行信用卡营 销现状与营销问题，介绍了沈阳地区招行信用卡的产品类型、客群规模、流通户结构。 最后，在招商银行一体两翼战略定位下，依托 Fintech 时代背景，针对市场营销 问题，深入思考了招商银行信用卡沈阳地区市场营销策略,针对面临的流量营销问题、 场景营销问题和构建同业竞争差异化等问题提出了自己的策略。对线上运营能力、线 下场景布局、产品创新能力、品牌活动形式创新等进行初步探索，列举了部分执行方 案和规划，通过深入的思考，找到了适用于沈阳地区招行信用卡的营销策略，清晰规 划了未来招行信用卡沈阳地区的营销方向。 关键词：金融科技，信用卡，营销策略，营销模式II China Merchants Bank Credit Crad Shen Yang marketing strategy under the Fin tech circumstance Abstract Fintech, a financial concept derived in 2017, follows the mobile Internet o2o era in 2012. As an emerging concept in China's mobile Internet industry, it is all Financial Technology, namely Financial Technology. The arrival of mobile payment has upended the consumption habits of Chinese people. The payment experience is gradually convenient and the consumption demand keeps upgrading. From computer terminal payment to mobile Internet o2o payment, the change of the big era promotes the whole society to stride towards the financial technology, and the financial industry pattern changes dramatically. China merchants bank is the first joint-stock commercial bank in China. As a pioneer in the credit card industry, the credit card brand of China merchants bank plays an important role in this consumer revolution. Firstly, this paper proposes the research significance and research background of credit card business under the background of Fintech era, and elaborates the specific content and research method in the research process. In the process of writing, features and innovation points in the paper were Shared. SWOT analysis and other research methods are used to analyze the credit card operation of shenyang China merchants bank. Secondly, this paper introduces the development of domestic and foreign credit card, analyzes the credit card marketing status and marketing problems in shenyang, and introduces the product type, customer group size and circulation household structure of the credit card in shenyang. Finally, the article appoaches strategic positioning in China merchants bank, relying on Fintech era background, according to the marketing problem, ponders the merchants bank credit card marketing strategies in shenyang area, for facing the flow of marketing, marketing problems and build competition differentiation and other issues put forward its own innovative countermeasures; Conduct preliminary research on online operation ability,III offline scene layout, product innovation ability and brand activity form innovation. Through deep thinking and summary, we found the credit card marketing strategy for shenyang city, and clearly planned the future credit card marketing direction of shenyang city. Keywords: Financial technology，credit card，marketing strategy，marketing modelIV 目录 摘要........................................................................................................................................I Abstract..................................................................................................................................II 第 1 章 绪论......................................................................................................................... 1 1.1 研究背景及意义 .................................................................................................... 1 1.1.1 研究背景 ..................................................................................................... 1 1.1.2 研究意义 ..................................................................................................... 2 1.2 研究内容和方法 .................................................................................................... 2 1.2.1 研究的内容 .................................................................................................. 2 1.2.2 研究的方法 ................................................................................................. 3 1.3 研究特色与创新 .................................................................................................... 4 第 2 章 理论概述和国内外研究综述................................................................................. 6 2.1 理论概述 ................................................................................................................ 6 2.1.1 4P 理论 ......................................................................................................... 6 2.1.2 4Cs 理论 ....................................................................................................... 7 2.1.3 产业融合理论 ............................................................................................. 8 2.1.4 整合营销理论 ............................................................................................. 9 2.2 国内外研究综述 .................................................................................................... 9 2.2.1 国外研究综述 ............................................................................................. 9 2.2.2 国内研究综述 ........................................................................................... 10 第 3 章 招行信用卡沈阳地区营销的 SWOT 分析.......................................................... 12 3.1 优势分析( strength).............................................................................................. 12 3.1.1 信用卡利润贡献高 ................................................................................... 12 3.1.2 定位金融科技银行的战略优势 ............................................................... 13 3.2 劣势分析(Weakness )........................................................................................... 13 3.2.1 招行缺乏从商品到客户的营销能力 ....................................................... 13 3.2.2 招行对新兴市场的认知能力弱 ............................................................... 14 3.3 机会分析(Opportunity ) ....................................................................................... 14 3.3.1 新兴产业引领消费新经济 ....................................................................... 14V 3.3.2 金融科技驱动服务新变革 ....................................................................... 15 3.4 挑战分析(Threat) ................................................................................................. 16 3.4.1 持卡人时间被占领 ................................................................................... 16 3.4.2 持卡人空间被包围 ................................................................................... 16 3.4.3 持卡人场景被瓜分 ................................................................................... 16 3.4.4 交互能力被拉大 ....................................................................................... 17 第 4 章 招行信用卡沈阳地区营销现状及营销问题....................................................... 18 4.1 营销现状 ............................................................................................................... 18 4.1.1 产品类型 ................................................................................................... 18 4.1.2 发卡规模 ................................................................................................... 19 4.1.3 客群结构 ................................................................................................... 23 4.2 营销问题 ............................................................................................................... 25 4.2.1 同业银行效仿招行营销模式 ................................................................... 26 4.2.2 异业流量优势降低招行客户粘度 ........................................................... 28 4.2.3 BAT 场景营销占领招行支付市场............................................................ 28 第 5 章 Fintech 背景下招行信用卡沈阳地区的营销策略.............................................. 31 5.1 先 App 后信用卡促流量策略 ............................................................................. 32 5.1.1 线上数据运营流量模型 ........................................................................... 32 5.1.2 线上线下的消费促动模型 ....................................................................... 33 5.1.3 优化积分产品结构 ................................................................................... 34 5.1.4 强化“两票”运营 .................................................................................... 35 5.1.5 线下宣传置换商圈资源 ........................................................................... 36 5.2 创新信用卡场景营销策略 .................................................................................. 37 5.2.1 开源线上线下场景做流量 ....................................................................... 37 5.2.2 为商户赋能的商业服务 ........................................................................... 38 5.2.3 趋势聚焦新零售 ....................................................................................... 38 5.2.4 为用户牟利提升体验 ............................................................................... 39 5.2.5 强化品牌成为业界王者 ........................................................................... 40 5.3 差异化经营构建同业竞争壁垒策略 .................................................................. 40 5.3.1 品牌建设上的差异化 ............................................................................... 40 5.3.2 业务运营能力的差异化 ........................................................................... 41 5.3.3 商户合作的差异化 ................................................................................... 42VI 5.3.4 信用卡营销产品差异化 ........................................................................... 43 5.3.5 考核模式差异化 ....................................................................................... 43 第 6 章 结论与展望........................................................................................................... 45