随着信用卡业务的发展及近几年互联网金融的兴起，JT银行信用卡业务也面 临着外忧和内患。外忧主要包括微信、支付宝等电子支付渠道的兴起，迅速地改 变了客户的消费习惯，JT银行只有不断提升信用卡增值业务及客户服务水平等， 从而提高与客户粘性才能稳住当前的市场份额；内患主要包括对自身产品的研发 和市场活动进入瓶颈，应该从市场细分和差异化营销角度进行营销策略组合，从 而实现发展。 作为银行零售金融的“主力军”，信用卡是商业银行提升低成本业务的核心，也 是商业银行快速提升潜力客群的重要金融工具。本文依赖于市场营销的基本理论 进行研究，采用文献研究法及SWOT分析法，全面分析JT银行信用卡营销的现状 和未来的发展战略：首先，它概述了相关的理论和概念，并为本文的研究提供理 论支持；其次，通过相关数据的对比，介绍了当前的发展现状和JT银行的信用卡 业务存在的问题；再次，根据国内其他商业银行的营销经验作为灵感，与JT银行 营销过程中的实际情况相结合，提出了市场营销组合策略。本文的研究具有很强 的实用价值和针对性，期待可以促进JT银行信用卡市场竞争力的快速提升。 关键词：信用卡；JT银行；营销策略；SWOT分析 -II- Abstract With the development of credit card business and the rise of Internet finance in recent years, THE credit card business of JT Bank also faces external and internal worries. External concerns mainly include the rise of WeChat, alipay and other electronic payment channels, which have rapidly changed customers' consumption habits. Only by constantly improving credit card value-added services and customer service level, JT bank can maintain its current market share by improving customer stickiness. Internal problems mainly include the research and development of their own products and market activities into the bottleneck, should be from the perspective of market segmentation and differentiation marketing strategy combination, so as to achieve development. As the "main force" of bank retail finance, credit card is the core of building bank retail business with low cost, and it is also an important financial tool for commercial Banks to quickly occupy new customer groups.Based on the basic theories of marketing, this paper comprehensively analyzed the current situation and future development strategies of JT bank credit card marketing by using literature research method and SWOT analysis method. Second, through the comparison of relevant data, the paper introduces the development status and existing problems of JT bank's credit card business. Thirdly, taking the marketing experience of other domestic commercial Banks as inspiration, combined with the actual situation of the marketing process of JT bank, put forward the marketing mix strategy. The research of this paper has strong practical value and strong pertinence. We look forward to contributing to the competitiveness of JT bank credit card market. Key words: Credit Card; JT Banks; Marketing strategy; SWOT analysis -III- 目录 中文摘要...........................................................................................................................I Abstract...........................................................................................................................II 绪论..................................................................................................................................1 一、研究的背景.......................................................................................................1 二、研究的目的和意义...........................................................................................2 （一）课题研究的目的....................................................................................2 （二）课题研究的意义....................................................................................3 三、国内外研究现状...............................................................................................4 （一）国外研究现状........................................................................................4 （二）国内研究现状........................................................................................5 （三）国内外研究现状评述............................................................................6 四、研究内容与研究方法.......................................................................................6 （一）研究内容................................................................................................6 （二）研究方法................................................................................................7 第一章 信用卡营销相关概念界定及理论基础............................................................8 第一节 相关概念界定.............................................................................................8 一、信用卡定义................................................................................................8 二、信用卡分类................................................................................................8 三、信用卡产业链............................................................................................9 四、市场营销....................................................................................................9 第二节 相关理论...................................................................................................10 一、4P营销理论.............................................................................................10 二、STP理论...................................................................................................11 三、CRM理论................................................................................................12 -IV- 四、4C理论....................................................................................................12 本章小结.................................................................................................................13 第二章 JT银行信用卡营销现状及问题分析.............................................................15 第一节 JT银行信用卡营销现状..........................................................................15 一、发展情况..................................................................................................15 二、同业市对比..............................................................................................16 第二节 JT银行信用卡营销存在问题..................................................................16 一、产品方面..................................................................................................16 二、价格方面..................................................................................................17 三、渠道方面..................................................................................................17 四、促销方面..................................................................................................18 本章小结.................................................................................................................19 第三章 JT银行信用卡营销环境分析.........................................................................20 第一节 外部机遇分析...........................................................................................20 一、信用卡产业发展迅速..............................................................................20 二、经济发展动能强劲..................................................................................21 三、用卡环境不断改善..................................................................................22 第二节 外部潜在威胁分析...................................................................................22 一、欺诈风险加剧..........................................................................................22 二、信用违约风险上升..................................................................................23 三、信用体系不够完善..................................................................................23 四、互联网金融的突起..................................................................................24 第三节 内部竞争优势分析............................