随着我国经济发展水平的日益提高，信用卡在金融消费领域也得到了越来越多的关 注，作为一种便捷日常消费的小额信贷工具，信用卡在我国已日益普及。这样一个朝气 蓬勃的市场，成为了国内商业银行以及各种互联网金融公司争先抢夺的阵地，信用卡市 场的竞争日益激烈。JS银行P分行虽然自身规模庞大，信用卡业务起步较早，但是在如 此激烈的市场竞争下，也面临着前所未有的巨大威胁和挑战。 本文以JS银行P分行的信用卡营销业务作为研究对象，运用相关市场营销学理论， 分析面临的问题并提出相应的营销创新方案，以应对面临的挑战，使JS银行P分行的信 用卡营销业务平稳健康发展。首先，目前信用卡业务市场竞争激烈，给JS银行P分行的 信用卡业务造成巨大威胁，因此JS银行P分行需要作出营销策略上的创新，应对客户需 求，进一步适应大趋势的变化；其次，对JS银行P分行的信用卡业务现状进行分析，找 出营销中存在的缺陷；最后，从目标市场、产品性能、价格定位、营销途径、促销方式 五个方面对营销策略提出优化方案，并从信息化建设、风险控制建设、人才队伍建设、 服务质量建设四个方面提出配套措施。以期JS银行P分行的信用卡营销业务能够平稳健 康发展，提高盈利水平。 本文抓住了中国金融市场发展的新机遇，通过对JS银行P分行的信用卡营销业务面 临的问题及对策的研究，为JS银行P分行信用卡业务发展提供了新思路，为其应对当前 严峻的挑战提供帮助。另外期望本文的研究成果对我国其他商业银行信用卡的营销方面 具有参考作用。 关键词，信用卡，差异化，营销方案ABSTRACT With the increasing level of economic development in China, credit cards have also received more and more attention in the field of financial consumption. As a convenient micro-credit tool for daily consumption, credit cards have become increasingly popular in China. Such a vigorous market has become a competitive position for domestic commercial banks and various Internet financial companies. The competition in credit card market is becoming increasingly fierce. Although the P branch of JS Bank has a large scale and its credit card business started earlier, it is also facing unprecedented threats and challenges in such a fierce market competition. This paper takes the credit card marketing business of JS Bank P Branch as the research object, uses the relevant marketing theory, analyses the problems faced and puts forward corresponding marketing innovation schemes, in order to meet the challenges and make the credit card marketing business of JS Bank P Branch develop smoothly and healthily. Firstly, the fierce competition in the credit card business market at present poses a great threat to the credit card business of JS Bank P Branch. Therefore, JS Bank P Branch needs to make innovations in marketing strategies to meet the needs of customers and further adapt to the changes of the general trend. Secondly, it analyses the current situation of credit card business of JS Bank P Branch and finds out the problems in marketing. Five aspects, product function, price level, marketing channel and promotion mode, are put forward to optimize the marketing strategy, and corresponding measures are put forward from four aspects: information construction, risk control construction, talent team construction and service quality construction. With a view to JS Bank P Branch's credit card marketing business can develop smoothly and healthily, and improve the profitability level. This paper seizes the new opportunities of the development of China's financial market. Through the research on the problems and Countermeasures of credit card marketing business of JS Bank P Branch, it provides new ideas for the development of credit card business of JS Bank P Branch and helps it to cope with the current severe challenges. In addition, it is expected that the research results of this paper will be helpful to the credit card marketing of other commercial banks in China.KEY WORDS: Credit Card, Differentiation, Marketing Program目 录 摘要................................................................................................................................III ABSTRACT....................................................................................................................III 1 绪 论..............................................................................................................................1 1.1 研究背景.............................................................................................................1 1.2 研究意义.............................................................................................................2 1.2.1 理论意义..................................................................................................2 1.2.2 现实意义..................................................................................................2 1.3 文献综述.............................................................................................................3 1.3.1 国外研究现状..........................................................................................3 1.3.2 国内研究现状..........................................................................................3 1.3.3 文献评述..................................................................................................4 1.4 研究内容与研究方法.........................................................................................5 1.4.1 研究内容..................................................................................................5 1.4.2 研究方法..................................................................................................5 1.4.3 技术路线..................................................................................................6 1.5 本文的创新与不足.............................................................................................6 1.5.1 本文的创新..............................................................................................6 1.5.2 本文的不足..............................................................................................7 2 相关理论基础................................................................................................................9 2.1 STP 理论..............................................................................................................9 2.2 4Ps 营销理论.......................................................................................................9 2.3 4Cs 营销理论.....................................................................................................11 3 互联网金融背景下信用卡业务发展现状..................................................................13 3.1 信用卡发展历程...............................................................................................13 3.2 信用卡相关政策现状.......................................................................................15 3.3 信用卡使用情况...............................................................................................163.4 互联网金融背景下信用卡业务发展特点.......................................................18 4 JS 银行 P 分行信用卡营销现状..................................................................................23 4.1 JS 银行 P 分行基本情况概述...........................................................................23 4.2 JS 银行 P 分行信用卡业务运营情况...............................................................23 4.2.1 信用卡发卡情况....................................................................................24 4.2.2 信用卡收入情况....................................................................................24 4.3 JS 银行 P 分行信用卡营销方式.......................................................................26 4.4 JS 银行 P 分行信用卡营销中的优势与不足...................................................26 4.4.1 JS 银行 P 分行信用卡营销中的优势....................................................26 4.4.2 JS 银行 P 分行信用卡营销中的不足....................................................27 5 JS 银行 P 分行信用卡差异化营销创新方案..............................................................31 5.1 目标市场差异化...............................................................................................31 5.1.1 市场细分................................................................................................31 5.1.2 目标市场选择........................................................................................32 5.1.3 市场定位................................................................................................33 5.2 产品功能差异化...............................................................................................33 5.3 价格水平差异化...............................................................................................36 5.4 营销渠道差异化...............................................................................................37 5.5 促销方式差异化...............................................................................................39 6 JS 银行 P 分行信用卡差异化营销配套措施..............................................................41 6.1 加强信息化建设...............................................................................................41 6.2 加强风险控制建设...........................................................................................42 6.3 加强专业人才队伍建设...................................................................................43 6.4 加强服务质量建设...........................................................................................44 7 结论与展望..................................................................................................................47 7.1 结论...................................................................................................................47 7.2 展望...................................................................................................................47