I 摘要 互联网金融蓬勃发展，商业银行面临来自同业和跨界的激烈竞争。同时外部监管日 益趋严，LPR 等新机制的推出，利率市场化不断加快，银行依靠赚取存贷利差的空间不 断下降，为保持竞争优势，金融机构加快了经营发展转型。基于中国大量人口和广阔的 消费市场，银行零售业务发展空间巨大，信用卡分期付款业务是零售业务板块中重要业 务之一，在银行拓展获客、活客、优化业务结构和盈利结构方面起着重要作用。信用卡 分期付款业务营销策略成为各家银行研究的重要课题。 A 银行保定分行在保定下辖机构 83 个，比较完善的网点建设为营销拓展信用卡分期 付款业务奠定了良好基础，信用卡分期付款业务交易额持续提升。但是随着近些年来， 受同业不同的营销策略和互联网金融的影响，A 行保定分行分期付款业务的增长速度和 市场占比出现下滑。 本文旨在研究找出 A 银行保定分行发展信用卡分期付款业务的营销策略，首先介绍 了信用卡分期业务相关产品及营销基础理论，分析目前 A 银行保定分行信用卡分期付款 业务营销现状，主要运用调查分析和比较分析的研究方法，具体分析信用卡分期业务交 易额的市场占比（包括保定同业比较、系统内的占比）、重点产品的发展情况，分析得 出目前营销过程中存在的一些问题。通过 PEST 分析和 SWOT 分析，为下一步营销策略制 定提供方向，运用 STP 理论进行市场细分、确定目标市场、市场定位，然后结合 4P 理 论，提出具体可实施的营销策略，包括当下抖音、快手等新潮实用的宣传促销方式，类 似“直播带货”的营销渠道、模式，并制定了相关的保障措施，力求解决当前营销中存 在的问题，促进 A 银行保定分行信用卡分期付款业务快速健康发展，同时为同业发展信 用卡分期付款业务提供一定的参考和借鉴。 关键词 商业银行 信用卡分期付款业务 营销策略河北大学硕士学位论文 II Abstract With the vigorous development of Internet finance, commercial banks are facing fierce competition from the same trade and across the boundary. At the same time, external supervision has become increasingly strict, new mechanisms such as LPR have been launched, interest rate liberalization has been accelerated, and the margin for banks to earn deposit and loan spreads has been continuously reduced. In order to maintain competitive advantages, financial institutions have accelerated the transformation of operation and development. Due to the large population and broad consumer market in China, the retail business of banks has a huge development space. Credit card installment business is one of the important businesses in the retail business sector, which plays an important role in the expansion of banks to obtain customers, live customers, optimize the business structure and profit structure. The marketing strategy of credit card installment business has become an important topic for banks to study. Bank A's Baoding Branch has 83 institutions under its control in Baoding. The relatively perfect network construction has laid A good foundation for marketing and expanding credit card installment business, and the transaction volume of credit card installment business continues to increase. However, in recent years, influenced by different marketing strategies and Internet finance in the same industry, the growth rate and market share of installment business in Baoding Branch of Bank Adeclined. The purpose of this paper is to research to find A bank baoding branch marketing strategy for the development of credit card installment business, first introduced the basic theory of credit card installment business related products and marketing and analyze A current bank baoding branch credit card installment business marketing present situation, the main use of survey analysis and the research methods of comparative analysis, concrete analysis of credit card installment business market share of the total (including baoding trade accounted for in the comparison, system), the development of its key products, analyzed some problems in the marketing process. Through PEST analysis and SWOT analysis, marketing strategy to provide direction for the next step, by using the STP theory of marketAbstract III segmentation, target market, market positioning, and then combined with the 4 p theory, put forward concrete actionable marketing strategies, including the trill, quickly trendy and practical way of promotion, similar to "live" marketing channels, patterns, and formulate the relevant guarantee measures, makes every effort to solve the problems existing in the current marketing, promoting A healthy and rapid development of credit card installment business bank baoding branch, at the same time for the trade development of credit card installment business provide certain reference and reference. Keywords Commercial banks Credit card instalments business The marketing strategy河北大学硕士学位论文 IV 目 录 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...........................................................................................................1 1.2 国内外文献综述.........................................................................................................2 1.2.1 国外文献综述...................................................................................................2 1.2.2 国内文献综述...................................................................................................3 1.2.3 文献评价综述...................................................................................................4 1.3 研究思路和内容.........................................................................................................5 1.4 研究方法.....................................................................................................................5 1.5 创新点.........................................................................................................................6 第 2 章 信用卡分期付款业务概念及相关理论概述.............................................................7 2.1 信用卡分期付款业务的介绍.....................................................................................7 2.1.1 信用卡分期付款概念.......................................................................................7 2.1.2 A 银行信用卡分期付款业务种类...................................................................7 2.1.3 信用卡分期付款业务特征分析.......................................................................8 2.1.4 信用卡分期付款业务的流程和风险点...........................................................9 2.2 市场营销相关理论及分析工具...............................................................................10 2.2.1 STP 理论.........................................................................................................10 2.2.2 市场营销的 4P 理论...................................................................................... 10 2.2.3 PEST 分析法.................................................................................................. 11 2.2.4 SWOT 分析法................................................................................................ 11 第 3 章 A 银行保定分行信用卡分期付款业务营销现状及问题分析...............................12 3.1 A 银行保定分行基本情况.......................................................................................12 3.1.1 A 银行保定分行背景介绍.............................................................................12 3.1.2 A 银行保定分行的人力资源情况.................................................................13目 录 V 3.2 A 银行保定分行信用卡分期付款业务营销现状分析...........................................13 3.2.1 分期交易额.....................................................................................................13 3.2.2 重点产品分析.................................................................................................14 3.2.3 同业数据分析.................................................................................................16 3.2.4 分期资产质量.................................................................................................17 3.3 A 银行保定分行信用卡分期付款业务问题分析...................................................18 3.3.1 产品创新不足.................................................................................................18 3.3.2 价格相对单一.................................................................................................18 3.3.3 营销渠道较窄.................................................................................................19 3.3.4 促销覆盖范围较小、促销活动少.................................................................19 3.3.5 资产质量管控难度加大.................................................................................20 第 4 章 A 银行保定分行信用卡分期付款业务营销环境分析及策略匹配.......................21 4.1 PEST 分析................................................................................................................ 21 4.1.1 政治法律环境.................................................................................................21 4.1.2 经济环境.........................................................................................................21 4.1.3 社会文化环境.................................................................................................21 4.1.4 技术环境.........................................................................................................22 4.2 SWOT 分析.............................................................................................................. 22 4.2.1 优势分析.........................................................................................................22 4.2.2 劣势分析.........................................................................................................23 4.2.3 机遇分析.........................................................................................................24 4.2.4 威胁分析.........................................................................................................25 4.2.5 策略匹配.........................................................................................................27 第 5 章 A 银行保定分行信用卡分期付款业务营销策略选择...........................................30 5.1 A 银行保定分行信用卡分期付款业务 STP 分析..................................................30 5.1.1 市场细分.........................................................................................................30 5.1.2 目标市场选择.................................................................................................30 5.1.3 目标市场定位.................................................................................................31河北大学硕士学位论文 VI 5.2 A 银行保定分行信用卡分期付款业务营销策略...................................................31 5.2.1 产品策略.........................................................................................................32 5.2.2 价格策略.........................................................................................................33 5.2.3 渠道策略.........................................................................................................33 5.2.4 促销策略.........................................................................................................35 5.3 A 银行保定分行信用卡分期付款业务营销策略保障措施...................................37 5.3.1 增强人力资源保障.........................................................................................37 5.3.2 改变业务受理模式.........................................................................................38 5.3.3 践行传播企业文化.........................................................................................38 5.3.4 提升风险防控能力.........................................................................................39 第 6 章 研究结论与展望.......................................................................................................41 6.1 研究结论...................................................................................................................41 6.2 研究展望...................................................................................................................41。。。。。。以下内容略