单 位 代 码10602
学号 2020060162
分 类 号 F832.479
密级公开
硕士专业学位论文
C 银行 J 分行信用卡业务营销策略研究
Research on the marketing strategy of credit card business of
Bank of C J Branch
学 院 ( 部 ) ： 经 济管 理学 院
专 业 ： 工 商管 理
研 究 方 向 ： 市 场营 销与 物流 管理
年 级 ： 2020 级
研 究 生 ： 高 宁
指 导 教 师 ： 施 建军
完 成 日 期 ： 2022 年 6 月C 银行 J 分行信用卡业务营销策略研究
专业名称：工商管理
申 请 人：高 宁
指导教师：施建军 C 银行 J 分行信用卡业务营销策略研究
研究生姓名：高宁 导师姓名：施建军
学科：工商管理研究方向：市场营销与物流管理年级：2020
中文摘要
随着经济社会的不断发展以及居民消费水平的提升，信用卡消费已经逐渐成为居
民消费的重要手段，我国信用卡渗透率不断提升。目前，我国信用卡市场竞争已经逐
步进入白热化阶段，信用卡业务已经成为各商业银行零售业务领域的重要版图。但是，
目前信用卡业务在产品设计上同质化严重，缺乏创新性。此外，即使具备创新性的新
颖产品被推出，由于其产品壁垒较低，可复制性较高，也会立即被同业竞争对手参考
借鉴。而且当下信用卡营销手段也存在单一化、机械化的问题。针对目前信用卡业务
发展的困境，本文首先采用PEST 模型针对 C 银行 J 分行的营销环境进行宏观环境分
析，并且总结归纳出 C 银行 J 分行信用卡业务的优势、劣势、机会和威胁，着力构建
C 银行 J 分行信用卡业务营销矩阵。本文认为，C银行 J 分行信用卡业务发展的外部
环境良好，经济发展稳中向好，居民消费水平不断提升。C 银行作为国有大行，银行
品牌知名度高，信用卡品牌“最红星期五”也属于市场上信用卡品牌建设的佼佼者。
但是，C 银行 J 分行信用卡在价格方面并不具备显著优势，营销也渠道有待改进。其
次，本文通过调研、查阅文献等方式对 C 银行 J 分行信用卡业务营销管理中存在的问
题进行归纳总结，并且立足于 C 银行 J 分行信用卡营销的现状，运用4P 理论，分别
从产品、价格、渠道和促销的角度，分析当前 C 银行 J 分行信用卡营销管理中的问题
并深入解读。本文认为，C银行 J 分行信用卡业务面临着产品设计同质化严重，营销
手段机械化的问题。因此，C银行 J 分行信用卡部门应当在产品上予以创新，积极丰
富、拓宽营销渠道。最后，本文提出了一系列 C 银行 J 分行信用卡业务营销策略的改
进方案，运用STP 理论对 C 银行信用卡进行市场重新定位，提出了品牌创新、多元
定价、精准营销等措施，并且提出了确保营销策略成功推进的保障措施，包括人力资
源建设、风险管理、技术保障及考核激励等方面的保障。本文研究总结了信用卡市场
的普遍发展规律，对信用卡市场的现状进行了深入剖析，对 C 银行 J 分行信用卡业务
发展面临的问题进行了总结，并且利用市场营销理论提出了针对性的营销改进策略及
相应的营销保障措施，具有一定的理论意义及现实意义。
关键词：C银行；信用卡业务；营销策略
I Research on the marketing strategy of credit card business of
C Bank J Branch
Graduate student: Gao Ning
Supervisor: Shi Jianjun
Major: Business Administration
Research direction: Marketing and Logistics Management
Grate: 2020
ABSTRACT
With the rapid development of the economy and the improvement of residents;
consumption level, credit card consumption has gradually become an important component,
and the penetration rate of credit cards of China continues to increase. At present, the
competition in Chinese credit card market has gradually turned white-hot, and the credit
card business has become an important territory for the retail business of commercial
banks. However, the current status of credit card business is seriously homogenized in
product design and lacks innovation. In addition, when an innovative product are launched,
due to the low product barriers and high reproducibility, it will be immediately pirated by
other competitors. Moreover, the current marketing methods of credit card business also
have the problem of singulation and mechanization. In view of the current predicament in
the development of credit card business, we firstly adopt the PEST model to analyze the
macro environment of the marketing environment of C Bank J branch’s credit card
business, and summarizes the strengths, weaknesses, opportunities and threats of the credit
card business of C Bank J branch, and strive to promote the development of C Bank J
branch. We think that the external environment for the development of the credit card
business of C Bank J Branch is favorable, because the economic development is growing,
and the level of residents; consumption continues to improve. As a major state-owned bank,
C Bank has a high brand reputation, and its credit card brand "Red Friday" is also a leader
in credit card market. However, the credit card business of C Bank J Branch does not have
a clear advantage in terms of price, and the marketing channels also need to be improved.
Secondly, we summarize the problems
II existing in the credit card business marketing management of C Bank J branch by
means of market research and literature review. Based on the current situation of credit
card marketing of C Bank J branch, we use the 4P theory to analyze the product, price,
place and promotion, and analyze the current problems in the credit card marketing
management of C Bank J branch. we argue that the credit card business of J Branch of C
Bank faces the problems of serious homogeneity of product design and mechanization of
marketing methods. the credit card department of C Bank J Branch should innovate in
products and actively enrich marketing channels. Finally, we put forward some
improvement plans by using STP theory to reposition the credit card market position of C
Bank, and put forward some measures such as brand innovation, multiple pricing, and
precise marketing. Besides, we put forward some measures to ensure the marketing. we
study and summarizes the general development law of the credit card market, and conduct
an in-depth analysis of the current situation, summarize the problems faced by the credit
card business development of C Bank J Branch, and put forward targeted marketing
improvement strategies based on marketing theory. Our paper has theoretical and practical
value.
Keywords: C Bank；Credit card business；Marketing strategy
III