信用支付作为一种新型消费支付手段，正逐渐改变社会的消费结构和人们的消费 习惯。信用卡正是信用支付最初的使用形态。商业银行作为信用卡的 主要发卡机构， 其一路走来，发展历程十分艰辛。尤其在当今这个移动互联网时代，以 BATJ（百度、 阿里、腾讯、京东）为代表的互联网大型企业纷纷踏入金融领域，提供移动 信用支付， 如蚂蚁花呗、京东白条等。这些金融产品凭借其自身的互联网平台基础，积累了庞大 的客户流量，并且搭建了丰富的金融场景，已成为居民日常生活中必不可少的一 部分。 传统商业银行意识到信用卡行业竞争危机四伏，纷纷研发新产品功能、拓展新业务范 畴、转变新营销策略，其经营理念也从以往的追求卡片发行量、实行规模扩张，过渡 到重视客户体验、发现客户需求、深耕客户关系的方向发展。 本文主要选取了 C 银行信用卡业务作为研究对象，对论文的选题、文献、研究 方法等构成论文环节的主要方面进行 文字归纳分析。并先以文献调查法对信用卡相关 文献进行查阅，以问卷调查法对不同年龄段客户群体发放网络问卷，收集相关客观情 报信息，对 C 银行当前营销策略进行总结和 分析，找出存在的问题及形成原因。并 最终提出优化方案。 本文研究发现，对于 C 银行来说，其信用卡业务的发展从最初亦步亦趋的探索， 到如今逐步确立了本土化的经营模 式，在此期间其营销策略是不断变化的。但目前仍 因其组织结构调整存在困难、自主创新能力不足、金融科技嵌入水平有限等原因，使 得营销策略上存在产品体系繁杂、营销渠 道落后、客户维护不足、运营流程冗长、风 险管理存在漏洞等问题。对此，本文依据 STV 三角模型中的企业战略、企业策略、 企业价值三大方面提出优化建议。 关键词：信用 卡，互联网，营销策略，市场细分，金融科技II Research on Bank C’s Credit Card Marketing Strategy Optimization in the Internet Era Abstract Credit payment, as a new type of consumer payment means, is gradually changing the consumption structure of society and people's consumption habits. Credit card is the initial form of credit payment. Commercial banks, as the main issuer of credit cards, have had a very difficult development journey along the way. Especially in today's mobile Internet era, large Internet companies, such as Baidu, Ali, Tencent and Jingdong, have entered the financial field, providing mobile credit payments such as Ant Credit Pay and Jingdong BaiTiao. By virtue of their own Internet platforms, these financial products have accumulated huge customer flows and built up a variety of financial scenarios that have become an essential part of people's daily lives. Traditional commercial banks are aware of the competitive crisis in the credit card industry, and have been developing new product functions, expanding new business scope, and transforming new marketing strategies, while their business philosophy has also transitioned from the pursuit of card issuance and scale expansion to the direction of paying attention to customer experience, discovering customer needs, and plowing into customer relationships. This paper mainly selects the credit card business of Bank C as the object of research, and analyzes the topic, literature, research methods and other major aspects that constitute the thesis section. In addition, the literature survey method is used to review the relevant credit card literature, and the questionnaire survey method is used to distribute online questionnaires to customer groups of different age groups, collect relevant objective intelligence information, summarize and analyze the current marketing strategy of Bank C, and find out the existing problems and reasons. And finally, an optimization plan is proposed. This paper finds that for Bank C, the development of its credit card business started from exploring in a similar fashion in the beginning, and now it has gradually established a localized business model, during which its marketing strategy is constantly changing. However, due to the difficulties in adjusting its organizational structure, lack ofIII independent innovation ability and limited embedding level of financial technology, the marketing strategy still has problems such as complicated product system, outdated marketing channels, insufficient customer maintenance, redundant operation process and loopholes in risk management. In this regard, this paper makes optimization suggestions based on the three aspects of corporate strategy, corporate tactics, and corporate value in the STV triangle model. Key Words: Credit Card, Internet, Marketing Strategy, Market Segmentation, Financial TechnologyIV 目录 摘 要....................................................................................................................................... 1 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 国内外研究现 状.................................................................................................... 3 1.2.1 国内研究现 状.............................................................................................. 3 1.2.2 国外研究现 状.............................................................................................. 4 1.2.3 研究述 评...................................................................................................... 6 1.3 研究方法与内 容.................................................................................................... 7 1.3.1 研究方 法...................................................................................................... 7 1.3.2 研究思路与内 容.......................................................................................... 7 1.4 研究创新 点............................................................................................................ 9 第 2 章 信用卡营销概述及理论基 础............................................................................... 11 2.1 信用卡营销概 述.................................................................................................. 11 2.1.1 信用卡营销定 义........................................................................................ 11 2.1.2 信用卡相关功能及权 益............................................................................ 11 2.1.3 信用卡收入构成和盈利模 式.................................................................... 12 2.2 信用卡营销的理论基 础...................................................................................... 13 2.2.1 PEST 分析模 型........................................................................................... 13 2.2.2 STV 三角模型 ............................................................................................ 15 2.2.3 品牌营销战 略............................................................................................ 17 第 3 章 C 银行信用卡业务发展现状分 析....................................................................... 18 3.1 C 银行信用卡业务简介及发展现状 ................................................................... 18 3.1.1 业务简 介.................................................................................................... 18 3.1.2 发展现 状.................................................................................................... 18 3.2 C 银行现行信用卡营销策略 ............................................................................... 21 3.3 C 银行信用卡营销环境分析 ............................................................................... 22V 3.3.1 宏观环境分析 ............................................................................................ 22 3.3.2 微观环