随着我国市场经济的高速发展，人们的信贷需求越来越高，相应的信用卡便成了各 家商业银行的“必争之地”，成为市场竞争的关键点。随着改革开放的深入发展，金融 行业的开放性和包容性越来越强，一方面,各家地方性商业银行以及外资银行纷纷入驻； 另一方面，网联网金融迅速崛起和扩张，各种线上消费及支付平台喷涌而出，给J银行 信用卡业务产生了巨大的冲击。在激烈的竞争环境下，如何顺应时代发展，创新发展理 念，开发出个性化的信用卡产品，成为J银行亟待解决的难题。 本文以J银行信用卡业务为研究对象，运用SWOT分析法、“7Ps”营销组合理论以 及差异化营销理论对J银行发展现状进行分析，得出J银行信用卡营销过程中存在的突 出问题。即：一是，产品方面，缺乏创新性，与其他同业推出的信用卡同质化严重，客 户细分工作做的不到位，无法满足客户的个性化需求。二是，价格方面，营销成本高， 盈利能力不足，无法真正吸引客户。三是，渠道方面，营销渠道单一且营销能力不足， 场景获客能力差，线上宣传力度不足。四是，促销方面，活动缺乏创新意识。五是，人 员方面，专业人才缺失，信用卡条线各项产品各自为战，缺乏良好的培训及绩效考核机 制。六是，过程方面，前台营销人员与后台审批人员缺乏沟通，贷后风险管理机制不健 全。七是，有形展示方面，线上服务有待进一步改善。 针对以上七方面的问题，提出对应的优化策略，分别是：一是，产品方面，改进产 品本身，创新产品功能，充分满足客户个性化需求，提升客户粘性。二是，价格方面， 针对不同贡献度的客户试运行灵活的定价方式。三是，渠道方面，拓宽大数据来源，及 场景获客能力，打通线上线下全方位的场景获客渠道。四是，促销方面，打造专属品牌 形象，通过多渠道，设计出个性化产品。五是，人员方面，建立一支专业化的信用卡客 户经理队伍，加强信用卡条线各项产品的联动营销，同时健全培训及绩效分配机制。六 是，过程方面，建立起完善的前后台人员沟通机制，同时联合各方力量做好贷后管理工 作。七是，有形展示方面，将人工智能引入线上服务平台以提高客户满意度。 接着从拓宽新一代数据来源，转变思路、巧借平台，开展跨界合作、高层营销，积 极开展“第二发展曲线”及做好风险防控工作等六个方面提出了优化策略的具体实施方 案，以提高J银行信用卡业务的综合竞争力及市场占比。最后对J银行未来的发展做出 II 展望。 关键词：“互联网+”；信用卡营销；金融创新；大数据分析 III Abstract With the rapid development of China's market economy, people's credit demand is higher and higher. The corresponding, credit card has been the " hotly contested spot" of commercial banks and the key point of market competition. With the deepening of reform and opening up, the financial industry is becoming more and more open and inclusive, On the one hand, various local commercial banks and foreign banks have settled in one after another; on the other hand, as the rapid expansion of internet finance, various online consumption and payment platforms gushed out, which had a huge impact on J bank's credit card business. In the fierce competitio, how to innovate the development concept, and develop personalized credit card products adapt to the development of the times, has become an urgent problem for J bank. This paper takes J bank's credit card business as the research obJect, uses SWOT analysis, "7Ps" marketing mix theory and differentiated marketing theory to analyze the development status of J bank, and summarizes the existing problems in J bank's credit card marketing process. Firstly, in terms of products : J bank’s credit card is short of innovation, serious homogenization of credit cards launched with other industries, inadequate customer segmentation, and inability to meet the personalized needs of customers. Secondly, in terms of price: the marketing cost is high, the profitability is insufficient, and it can't really attract customers. Thirdly, in terms of channels: the marketing channels are single and the marketing ability is insufficient, the scene acquisition ability is poor, and the online publicity is insufficient. Fourthly, in terms of promotion: lack of innovation awareness. Fifthly, in terms of personnel: lack of professional talents, various products of credit card line are fighting each other, lack of good training and performance appraisal mechanism. Sixthly, in terms of process: lack of communication between front-end marketing personnel and back-end approval personnel, and imperfect post loan risk management mechanism. Seventhly, physical display: online services need to be further improved. In view of the above seven problems, the corresponding optimization strategies are proposed, respectively. Firstly, in terms of products: work on product innovation, product IV functions, customer personalized needs and other aspects to improve customer satisfaction. Secondly, in terms of price: flexible pricing method for trial operation of customers with different contribution. Thirdly, in terms of channels: broaden the sources of big data and the ability of scene acquisition, and open up all-round scene acquisition channels online and offline. Fourthly, in terms of promotion: establish brand effect and create differentiated products through multiple channels. Fifthly, personnel: establish a professional credit card customer manager team, strengthen the linkage marketing of credit card products, and improve the training and performance distribution mechanism. Sixthly, in terms of process: establish a perfect communication mechanism for front and back desk personnel, and at the same time cooperate with all parties to do a good Job in post loan management. Seventhly, physical display: introduce artificial intelligence into online service platform to improve customer satisfaction. Then, from the six aspects of broadening the new generation of data sources, changing ideas, skillfully borrowing platforms, carrying out cross-border cooperation, high-level marketing, actively carrying out the "second development curve" and doing a good Job in risk prevention and control, this paper puts forward the specific implementation plan of the optimization strategy to improve the comprehensive competitiveness and market share of J bank's credit card business. Finally, the future development of J bank is prospected. Key Words: "Internet +";Credit card marketing;financial innovation;Big data analysis V 目录 1 绪论.................................................................... 1 1.1 研究背景和意义 ...................................................... 1 1.1.1 研究背景 ........................................................ 2 1.1.2 研究意义 ........................................................ 2 1.2 研究现状 ............................................................ 2 1.2.1 国外研究现状 .................................................... 2 1.2.2 国内研究现状 .................................................... 4 1.3 研究方法和创新点 .................................................... 5 1.3.1 研究内容 ........................................................ 5 1.3.2 研究方法及技术路线 .............................................. 6 1.3.3 本文创新点 ...................................................... 8 2 相关理论基础............................................................ 9 2.1 SWOT分析法 ....................................................... 9 2.2 “7Ps”营销组合理论 ................................................ 9 2.3 差异化营销理论 ..................................................... 11 3 “互联网+”环境下J银行信用卡经营的现状分析 ............................ 12 3.1 我国互联网金融的发展现状 ........................................... 12 3.1.1 行业整体情况 ................................................... 12 3.1.2 互联网金融的主要类型 ........................................... 12 3.2 J银行信用卡业务发展历程及现状 .................................... 14 3.2.1 J银行概况...................................................... 14 3.2.2 “互联网+”环境下J银行信用卡发展现状 .......................... 15 3.3 “互联网+”环境下SWOT 分析 ...................................... 16 3.3.1 J银行信用卡竞争优势............................................ 17 3.3.2 J银行信用卡竞争劣势............................................ 19 3.3.3 J银行信用卡竞争机会分析........................................ 21 3.3.4 J银行信用