西安建筑科技大学硕士学位论文
YC银行信用卡分期业务营销策略研究
专
业：工商管理
硕士生：刘菲菲
指导教师：王成军教授
摘要
近年来，消费类金融市场持续蓬勃发展，结合金融科技的赋能及其行业竞争
的驱动下，各家银行不断加大科技投入，加快业务全流程科技应用，并促进了在
各细分领域营销策略的提升，以期获取更大的市场竞争力。
本研究基于 4Ps营销理论及其分析工具等，利用文献分析、对比分析等相关
研究方法，对 YC银行信用卡分期业务进行分析，全文研究得出相应研究成果。首
先，对其宏观环境以及信用卡客户的需求行为进行分析，了解了存在的竞争状况
及政策与市场机遇等因素；其次，阐述了 YC银行信用卡分期业务的营销现状，从
4Ps方面对信用卡分期业务的问题及成因进行分析，为研究制定营销策略奠基；再
次，围绕 YC银行客观状况明确了营销目标，分别从产品、价格、渠道以及促销四
个方面，详细制定了信用卡分期业务的营销策略；最后，分别从组织管理、信息
技术和风险管理以及人力资源角度，提出了信用卡分期业务营销策略的实施保障
措施。
本研究对 YC银行的营销策略研究起到了积极的促进作用，相应的分析过程及
研究成果，为其它同业银行的信用卡分期业务营销策略研究提供参考与借鉴作用。
关键词：YC银行；信用卡分期；营销策略；4Ps理论
西安建筑科技大学硕士学位论文
Research on Marketing Strategy of YC Bank Credit Dard
Installment Business
Specialty:Business Administration
Author:Liu Feifei
Supervisor:Wang Chengjun Professor
ABSTRACT
In recent years, the consumer financial market has continued to develop vigorously.
Combined, driven by the empowerment of fintech and industry competition, various
banks have continuously increased investment in technology, accelerated the application
of the whole business process technology, and promoted the promotion of marketing
strategies in various segments, in order to gain greater market competitiveness.
Based on the 4Ps marketing theory and its analysis tools, the literature analysis,
comparative analysis and other related research methods are used to analyze the YC
Bank, and the corresponding research results are obtained.first, Analyze its macro
environment and the demand and behavior of credit card customers, Understand the
existing competitive situation, policy and market opportunities and other factors; next,
This paper expounds the marketing status of YC bank credit card installment business,
Analysis the problems and causes of credit card installment business from the aspect of
4Ps, Lay the foundation stone for the research and development of marketing strategies;
once more, Marketing objectives were clarified around the objective situation of YC
Bank, From the four aspects of product, price, channel and promotion, respectively,
Detailed the marketing strategy of credit card installment business; last, From the
perspectiveoforganizationalmanagement,informationtechnologyandrisk
management, and human resources, The implementation guarantee measures of credit
card installment business marketing strategy are put forward.
This study plays a positive role in promoting the marketing strategy research of YC
Bank, and the corresponding analysis process and research results provide reference for
the credit card installment business marketing strategy research of other interbank
banks.
Key Words：PSBC; credit card installment; marketing strategy; 4Ps theory
西安建筑科技大学硕士学位论文
目录
1
绪论.................1
1.1研究背景与意义.................1
1.1.1研究背景....................1
1.1.2研究意义....................2
1.2国内外研究现状.................2
1.2.1信用卡营销策略的研究.................2
1.2.2信用卡分期与消费行为研究................4
1.2.3信用卡分期营销策略的研究................5
1.2.4研究述评....................5
1.3研究思路与方法.................6
1.3.1研究思路....................6
1.3.2研究方法....................6
1.3.3论文框架....................7
相关理论概述与分析工具................. 9
2
2.1相关概念及理论概述................9
2.1.1信用卡相关概述...............9
2.1.2信用卡分期相关概述............10
2.1.3信用卡消费特征.............10
2.2营销相关理论基础及分析工具............11
2.2.1 4Ps理论...................11
2.2.2 STP理论..................12
2.2.3 PEST分析法...................12
2.2.4五力分析法..............13
YC银行信用卡分期业务营销环境分析 ..............15
3
3.1宏观环境分析...................15
3.1.1政治法律环境.................15
3.1.2经济环境..................16
3.1.3社会文化环境.................19
3.1.4技术环境..................20
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