多年来我国信用卡产业经历了从无到有，从小到大，从起步到完善等一系列变化，在 我国消费市场中发挥了巨大的作用，进入新时代，面对互联网、大数据、人工智能等科技 的迅猛发展和在金融领域的广泛应用，信用卡产业迎来了新的发展机遇，同时也面临着巨 大的挑战。互联网企业正在向金融领域跨界发展，持续冲击银行业竞争格局，正逐步颠覆 信用卡业务的发展模式，信用卡的转型变革迫在眉睫。中国农业银行股份有限公司（以下 简称农行）作为四大国有银行之一，信用卡业务起步早、规模大，具有一定的竞争优势， 但面临着如此激烈的市场竞争，也不得不开始寻求信用卡业务转型的突破之路。 本文旨在探索农行在互联网金融背景下的营销策略，帮助农行更好地应对新业态的冲 击，稳固市场主导地位，解决营销难题。首先通过文献分析方法对国内外相关研究成果进 行汇总分析，选取研究方法,然后通过实地调查和网络搜索等方式对农行信用卡现状进行 总结。接着运用研究生阶段学习到的PEST分析法和SWOT分析法，分别分析农业银行 的外部环境和存在的优劣势、机遇和挑战,最后运用STP理论为基础进行农行信用卡市场 细分、市场选择、市场定位，运用4Ps进行四要素的分析，此外还从加强信息化建设、加 强风险控制建设、优化人力资源配置、优化服务质量四个方面提出了关于农行信用卡产品 配套措施建设的建议。 本文深刻关注当前互联网金融发展带来的机遇和挑战，提出了互联网金融背景下农行 信用卡营销策略，有助于提升其信用卡营销水平，增强其在同业中的竞争力，希望农行信 用卡能够沉着应对挑战，把握好互联网时代的机遇，进入由大到强、活力迸发的快车道。 同时也希望本文的研究成果对同业信用卡产品营销起到参考作用。 关键词：信用卡；营销；互联网金融 II Abstract Over the years, the credit card industry in China has developed from nothing, and became more and more completed. Now it is playing a big role in China's consumer market, In this new era, internet technology, big data, artificial intelligence, are widely used in the field of financial, Credit card industry ushered in the new development opportunities and facing enormous challenges. Internet enterprises are entering financial field, continuously impacting the competitive pattern of the banking industry, and gradually overthrowing the development model of credit card business. The transformation of credit card industry is imminent. Agricultural Bank of China (ABC), one of the four state-owned banks, started its credit card business early, with a large scale and certain competitive advantages is now facing the same challenges. This paper aims to explore the optimization of ABC’s credit card marketing strategy under the background of internet finance,so as to help Agricultural bank better cope with the impact of the new format of business, stabilize the dominant market position and solve the marketing problems. Firstly, this thesis use literature analysis method to summarize and analyze the relevant research results at domestic and foreign contries, then select the right research method. Secondly, through the field investigation and network search and other ways to summarize ABC’s credit card business’ status. Thirdly, the PEST method and SWOT method are used respectively to analyze the external environment, superiorities，weaknesses，opportunities and threats of ABC’s credit card business. Finally using the STP theory as a foundation to find ABC’s credit card business’market selection, market positioning, use 4Ps theory to analysis the four elements. Besides, this paper gaved four aspect of suggestions on Internet financial platform building, risk control management, human resources optimization, service quality as supporting measures on ABC’s credit card business. This paper pays great attention to the opportunities and challenges of Internet finance development. By coming up with the sort of marketing strategies of ABC’s credit card business under the background of internet finance, to improve both marketing level and competitiveness in credit card industry. Hope the bank's credit card can take the challenge and grasp the great opportunity of the internet era, fare better than before. At the same time, I hope that this paper III could effect on credit card industry. Key words：Credit Card;Marketing ;Internet finance IV 目 录 摘要 ............................................................................... I Abstract ............................................................................ II 一、 绪论 ............................................................................ 1 （一）研究背景 ....................................................................... 1 （二）研究意义 ....................................................................... 2 1、理论意义 .......................................................................... 2 2、现实意义 .......................................................................... 2 （三） 文献综述 ...................................................................... 3 1、国外研究现状 ...................................................................... 3 2、国内研究现状 ...................................................................... 4 3、文献评述 ........................................................................ 5 （四）研究内容与研究方法 ............................................................. 6 1、研究内容 .......................................................................... 6 2、研究方法 .......................................................................... 6 3、技术路线 .......................................................................... 6 （五）本文的创新与不足 ............................................................... 7 1、本文的创新 ........................................................................ 7 2、本文的不足 ........................................................................ 7 二、理论基础和相关概念 ............................................................... 8 （一）STP理论 ........................................................................ 8 （二）4Ps理论 ........................................................................ 8 （三）信用卡概念 ..................................................................... 8 （四）互联网金融概念 ................................................................. 9 三、农行信用卡营销现状 .............................................................. 11 （一）农行基本情况概述 .............................................................. 11 （二）农行信用卡业务运营情况 ........................................................ 11 1、产品体系 ......................................................................... 11 2、价格定位 ......................................................................... 11 3、营销渠道 ......................................................................... 12 4、促销活动 ......................................................................... 12 （三）农业银行信用卡营销环境分析 .................................................... 12 1、宏观环境分析(PEST分析) ........................................................... 12 （1）政治环境分析 ................................................................... 12 （2）经济环境分析 ................................................................... 14 （3）社会环境分析 ................................................................... 14 （4）技术环境分析 ................................................................... 15 2、SWOT分析 ......................................................................... 17 （1）互联网金融背景下农行信用卡业务的优势 ........................................... 17 （2）互联网金融背景下农行信用卡业务的劣势 ........................................... 17 （3）互联网金融背景下农行信用卡业务的机遇 ........................................... 19 V （4）互联网金融背景下农行信用卡业务的挑战 ........................................... 21 （5）互联网金融背景下农行信用卡业务的SWOT战略选择 ................................... 24 四、互联网金融背景下的农行信用卡营销策略分析 ........................................ 25 （一）STP分析 ....................................................................... 25 1、市场细分 ..............................................