MBA学位论文
作者：任卫东
农行甘肃分行信用卡业务营销策略研究
农行甘肃分行信用卡业务营销策略研究
中文摘要
随着全球经济化进程的不断加快，银行业飞速发展，信用卡已经成为了银
行众多信贷产品中最主要的一种支付工具，其主要特性就是覆盖面广、投入成
本低、收益高、风险小、综合性强，在当前的经济社会中促进经济发展的主要
作用就是拉动内需，扩大居民消费。随着经济环境的变化以及消费理念的转变，
国内的国有六大行、股份制银行、城市地区银行等众多银行,已经充分认识到发
展信用卡业务的重要性。中国农业银行于2002年前后开始发展自身的信用卡业
务，经历了将近19年的时间，已经成为国内主要大型商业银行之一。中国农业
银行甘肃省分行信用卡业务的发展缓慢，市场份额逐渐被同业蚕食，发展速度
远被同业超越，所以如何在日趋激烈的竞争中能够保有国有大行的优势地位，
帮助甘肃农业信用卡业务摆脱发展瓶颈，破除营销困局，就是当前甘肃农行必
须着手解决和从长远发展考虑的主要问题。
本文的主旨在于针对当前甘肃农行信用卡业务的发展瓶颈，为其制定可实
施、符合实际的营销策略。本文首先通过查阅相关文献资料、实地调查等方法，
调查出当前甘肃农行存在的营销现状，从而揭示当前甘肃农行信用卡业务营销
中存在的问题。其次，通过构建波特五力分析模型探讨了影响本行信用卡业务
同业竞争能力的相关因素，采用PEST分析法对信用卡业务运营问题进行了系统
分析，运用SWOT分析法探讨了本行信用卡业务的市场竞争优势、劣势，以及潜
在的同业威胁与未来发展机会。然后，本文将主要使用STP分析法，分别对甘
肃地区信用卡业务的营销市场进行细分、明确、定位，再充分利用7Ps的相关
营销理论，制定出符合甘肃农行信用卡业务的营销策略，此七个方面策略的特
点主要表现为产品策略的多样性、渠道策略的整体性、定价策略的差异性、促
销策略的全面性、人才策略的专业性、过程策略的体验度、有形展示策略的吸
引性。最后在实施营销策略方面，首先制定出相应的实施计划，再从营销架构、
系统应用、政策制度这三个方面确保营销策略的有效实施。
本文提出的营销策略将为中国农业银行甘肃省分行提高信用卡市场水平，
优化信用卡产品品牌，提高行业竞争力打下了坚实的基础。本文亦可对同业金
融机构在制定信用卡业务营销策略方面提供参考和借鉴。
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MBA学位论文
作者：任卫东
农行甘肃分行信用卡业务营销策略研究
关键词：农行甘肃分行，信用卡，营销策略
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MBA学位论文
作者：任卫东
农行甘肃分行信用卡业务营销策略研究
RESEARCH ON CREDIT CARD MARKETING
STRATEGR OF GANSU BRANCH OFABC
Abstract
With sustained development of the global economic and banking industry,
credit cards have become the most important means of payment among numerous
products of banks, which shows the advantages of wide coverage, low input costs,
high returns, low risks, and comprehensive.The main way of promoting economic
development in the current economic society is timulate domestic demand and
expand consumption. accompanied by changes in economic environment and
consumption concepts, many native banks (including the six state-owned banks,
joint-stock banks, and urban area banks) have already realized the significance of
developing credit card business. The Agricultural Bank of China began to develop its
credit card business since 2002.through protracted and unremitting efforts nearly 16
years,it as become one of Great and large commercial banks in China.
Regretfully,owing to the local economic constraints, rigid systems, and the lack of
attention from local leadership,led to the slow development of the credit card
business of the Agricultural Bank of Gansu.Also, the market share was gradually
eroded and the development speed was exceeded by the peers.furthermore, with
increased and fierce competition ,In view of the long-term development of Gansu
Agricultural Bank, the following issues showed be considered and improved
instantly: maintaining the dominant position of the state-owned major bank and
getting rid of the development bottleneck as well as eliminating the marketing
dilemma.
The main purpose of this article is to develop an effective and practical
marketing strategy which to solve the key problems of Gansu Agricultural Bank's
credit card business.Hence, the problems in the current credit card business
development of the Gansu Branch of Agricultural Bank of China was discussed and
analysed for the first time by this article according to field investigation, relevant
literature and data. Such as problems of the development bottleneck in the marketing
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