本文以笔者所供职的 NY 银行温州分行为例，对 NY 银行温州分行基于微信公
众平台下的信用卡微信营销策略展开研究：通过探讨解释微信营销的相关概念以
及营销组合策略的相关理论，运用文献研究法、调查问卷法，以 4P、4C 等营销
组合策略为基础，对 NY 银行温州分行的信用卡微信营销现状进行分析，发现信
用卡微信营销优势主要集中在满足了客户用卡便利的需求以及扩大了信用卡营
销渠道等方面；结合问卷调查数据结果，又发现当前的信用卡微信营销存在客户
沟通不足、微信平台功能创新缓慢，推送内容满意度低等诸多问题。本文主要以
以上观察及分析结果为主要切入点，提出信用卡微信营销策略的改进意见，主要
包括着重完善微信平台的沟通渠道、提升推送内容的精准营销以及信用卡的便利
性等，在满足客户需求的同时提升信用卡产品的竞争力

关键词：信用卡；微信；营销策略浙江理工大学硕士专业学位论文
III
Abstract
With the rapid development of China&39;s mobile Internet technology in recent years,
cheap and efficient WeChat marketing has gradually become a mainstream means of
product marketing. Credit card marketing by WeChat has also become an absolute
choice for all commercial banks
This paper studies the strategy of credit card marketing based on WeChat public
platform adopted by Wenzhou Branch of NY bank where the author works. Through
explaining concept of WeChat and theory of marketing profile strategy, and analysis
of status of credit card marketing by WeChat in Wenzhou Branch of using literature
research method and questionnaire and based on the strategy of 4P, 4C and other
marketing strategies, it is found that the advantages of credit card marketing by
WeChat mainly lie in satisfying the demand of customers for convenient use of the
card and expanding the channel for credit card marketing. And the survey data shows
that there are some problems in current credit card marketing by WeChat, such as
lacking communication with customers, slow innovation process for WeChat platform
functions, less satisfaction of upgraded contents. Base on the above observation and
conclusion, this paper puts forward ideas of improving the strategy of credit card
marketing by WeChat. The key points include the improvement of the communication
channel of the WeChat platform, the promotion of precise marketing of the upgraded
content and the convenience of the credit card. The competitiveness of credit card
products should be promoted while meeting the demands of customers.
Keywords: Credit card; WeChat;Marketingstrategy浙江理工大学硕士专业学位论文
V
目 录
摘要 ......... 3
Abstract.. III
目录 .........V
1 绪论...... 1
1.1 论文研究背景、目的以及意义...........1
1.1.1 论文研究背景.....1
1.1.2 研究目的及意义.2
1.2 研究思路...........2
1.3 研究内容及框架...........3
1.3.1 研究内容.3
1.3.2 研究框架.4
1.4 研究方法与技术路线...4
1.4.1 主要研究方法.....4
1.4.2 技术路线.5
1.5 论文的重点、难点和创新点...5
1.5.1 重点.........5
1.5.2 难点.........6
1.5.3 创新点.....6研究综述........... 7
2.1 相关概念...........7
2.1.1.微信........7
2.1.2 微信公众平台.....7
2.1.3 微信营销.7
2.2 市场营销理论的发展...8
2.2.1 4P 营销理论.......8
2.2.2 4C 营销理论.......8
2.3 营销组合策略...9
2.3.1 4P 组合策略.......9
2.3.2 4C 组合策略.....10
2.4 国内外研究现状及评述........11
2.4.1 国内外研究现状...........11
2.4.2 国内外研究评价...........14
2.5 本章小结.........15浙江理工大学硕士专业学位论文
VI
3 NY 银行温州分行信用卡微信营销发展现状及问题分析..........17
3.1 NY 银行温州分行信用卡微信公众号概述...17
3.2 NY 银行温州分行信用卡微信营销现状分析...........17
3.2.1 产品分析...........17
3.2.2 成本分析...........19
3.2.3 渠道分析...........20
3.2.4 促销分析...........21
3.2.5 NY 银行温州分行信用卡微信营销成功经验总结.....23
3.3 NY 银行温州分行信用卡微信营销市场调研情况分析.......23
3.3.1 调查的目的......23
3.3.2 调查问卷的设计与实施...........23
3.3.3 调查结果.........
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