单位代码： 10293 密级：
专业学位硕 士 论 文
论文题目：南京银行信用卡营销策略研究
学号 1318115120
姓名吴苏宁
导师秦军
专业学位类别 工商管理硕士
类型申请非全日制
专业申请（领域）工商管理
论文提交日期 2021.11.15
Research on Marketing Strategy of Bank of
Nanjing Credit Cards
Thesis Submitted to Nanjing University of Posts and
Telecommunications for the Degree of
Master of Business Administration
By
Wu Suning
Supervisor: Prof. Qin Jun
November 2021
摘要
本世纪初，国内各家商业银行均瞄准了信用卡这一高收益、高风险的行业，纷纷加入信
用卡的市场争夺战，一时间信用卡成为金融行业当时并延续至今仍未消停的竞争焦点。由于
移动支付的便捷高效，越来越广泛的成为国人消费中的主流支付手段，为传统的消费习惯带
来潜移默化的转变，推动消费者的消费需求快速迭代升级，对银行的各项业务尤其是信用卡
消费市场造成巨大的冲击。银行业面对严峻的市场环境，只有把握市场发展的方向，根据市
场变化和自身优势，制定适合市场发展的战略，致力于转型与创新，充分挖掘利用资源优势，
明确且坚持特色品牌的市场定位，才能在竞争中脱颖而出。
位列中小城市商业银行全国前五的南京银行，其信用卡产品品牌作为国内中小型城商行
信用卡的行业领头羊之一，在这场消费革命的风暴中必须经受住考验。
首先，本文阐述了信用卡业务研究的背景、研究的目的和研究的意义及所涉及到的理论
基础，并对国内银行业面临的市场形势及南京银行信用卡的发展现状、产品类别、流通客户
的结构、客户群体的规模等做了介绍。
其次，按照“如何在结合金融科技数字化转型的实践中将营销管理理论与银行的经营运
作相结合，形成了自己独特的新一代营销模式，以客户营销为实例进行具体分析，对营销策
略及相应的实施策略组合进行深入研究”的思路，采用文献研究法、PEST 与 SWOT 分析法、
STP 市场细分法和案例分析等方法，探讨性的对南京银行信用卡的经营加以研究分析。
最后，依据南京银行一愿两翼的市场战略定位，解析在南京地区南京银行信用卡市场在
新形态环境下的营销推广策略，针对当前的市场现状，对场景体验的升级、客户流失及市场
同业竞争中差异营销等问题提出自己初步的解决方法。对线上布局与线下运营相结合、借鉴
行业内外经营模式、升级产品迭代出新等做了粗浅的探索。运用营销学、管理学理论知识，
通过分析南京银行信用卡在整个市场的定位现状和存在的风险及问题，提出南京银行信用卡
市场定位的个人见解和策略选择。
关键词：南京银行，信用卡，市场定位，营销策略
IAbstract
At the beginning of this century, all domestic commercial banks aimed at the high-yield and high-
risk industry of credit card, and joined the market competition of credit card one after another. For a
time, credit card has become the focus of competition in the financial industry at that time and
continues to this day. Due to the convenience and efficiency of mobile payment, it has increasingly
become the mainstream means of payment in Chinese consumption, bringing subtle changes to the
traditional consumption habits, promoting the rapid iterative upgrading of consumers; consumption
demand, and causing a huge impact on the bank;s businesses, especially the credit card consumption
market. Facing the severe market environment, the banking industry can stand out in the competition
only by grasping the direction of market development, formulating strategies suitable for market
development according to market changes and their own advantages, committed to transformation
and innovation, making full use of resource advantages, and clarifying and adhering to the market
positioning of characteristic brands.
Bank of Nanjing, which ranks among the top five commercial banks in small and medium-sized
cities in China, as one of the leaders in the credit card industry of domestic small and medium-sized
urban commercial banks, must stand the test in the storm of this consumption revolution.
Firstly, this paper expounds the research background, purpose, significance and theoretical basis
of credit card business, and introduces the market situation faced by domestic banking industry, the
development status of Bank of Nanjing credit card, product category, the structure of circulating
customers and the scale of customer group.
Secondly, according to the idea of "how to combine the marketing management theory with the
operation of banks in the practice of digital transformation of financial technology, form their own
unique new generation marketing model, take customer marketing as an example for specific analysis,
and deeply study the marketing strategy and corresponding implementation strategy combination",
using literature research method, pest and SWOT analysis method STP market segmentation method
and case analysis are used to study and analyze the operation of credit card of Bank of Nanjing.
II Finally, according to the market strategic positioning of one wish and two wings of Bank of
Nanjing, this paper analyzes the marketing promotion strategy of Bank of Nanjing credit card market
in Nanjing under the new form environment, and puts forward its own preliminary solutions to the
problems such as the upgrading of scene experience, customer loss and differential marketing in
market competition. It has made a superficial exploration on the combination of online layout and
offline operation, learning from the business model inside and outside the industry, upgrading
products and iterating out new ones. Using the theoretical knowledge of marketing and management,
this paper analyzes the current situation, existing risks and problems of Bank of Nanjing credit card
market positioning in the whole market, and puts forward the personal opinions and strategic choices
of Bank of Nanjing credit card market positioning.
Key words: Bank of Nanjing, Credit cards, Market positioning, Marketing strategy
III