摘要
在当今大数据互联网技术快速发展的时代,人们消费支付方式和消费理念也
发生了转变，消费金融领域趋势强劲，各金融机构为抢占市场推出各种线上支付
方式，使得银行业竞争更加激烈,各商业银行信用卡发卡数量激增，信用卡市场
潜力巨大。但由于前几年只追求数量不注重质量的粗犷式营销模式，导致是同质
化产品现象严重，休眠卡占有比重大，因此各大银行开始减少一味发行卡片，转
而注重挖掘已有市场，对市场和客户进行细分，推广将人与场景相结合的营销模
式。同时经济一体化及经济全球化进程中,尤其是2020年受到新冠疫情的影响，
国内各商业银行也提高了对信用卡风险把控的重视,运用信息技术加强对消费数
据的监控来强化信用卡风险防控和风险管理的能力。
Y行因其强大的零售数量使得Y行信用卡一直处于国内领先地位，近年来更
是敏锐洞察消费场景对于信用卡消费的重要性而一直专注开发联名行用卡，来符
合不同用户的消费需求。本文通过分析Y行信用卡用户的消费数据，分析用户的
消费心理、消费习惯、消费能力、还款能力等制定用户画像，实现信用卡、场景
和人更好的相结合，从而为Y行提出更好的营销策略和风险管理的建议。
关键词：消费数据，信用卡，营销策略，风险管理
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Abstract
Now big data Internet technology is developing rapidly, people's consumption
payment methods and consumption concepts have also changed, consumer finance
trend is strong, financial institutions in order to seize the market to launch a variety of
online payment methods, making the banking industry more intense competition, the
number of credit cards issued by commercial banks surged,and the credit card market
has great potential. However, because in previous years only the pursuit of quantity
does not pay attentionto the quality of rough marketingmodel, resulting in
homogenized product phenomenon is serious, sleep card possession is significant, so
the major banks began to reduce the issue of cards, and focus on mining existing
markets, market and customer segmentation, promote the combination of people and
scenes of the marketing model. At the same time, in the process of economic
integration and economic globalization, especially in 2020 by the impact of the new
crown epidemic, domestic commercial banks have also increased the importance of
credit cardrisk control, the useof information technologyto strengthen the
monitoring of consumer data to strengthen credit card risk prevention and risk
management capabilities.
Bank Y has been leading the domestic credit card because of its strong retail
volume, and in recent years has been keenly aware of theimportance of the
consumption scenario for credit card consumption and has been focusing on the
development of joint bank cards to meet the consumption needs of different users.
This paper analyzes the consumption data of bank Y credit card users, analyzes the
user's consumption psychology, consumption habits, spending power, repayment
ability and so on to develop the user portrait, to achieve a better combination of credit
card, scene and people, so as to put forward better marketing strategy and risk
management proposals for bank Y.
Keywords: consumer data, credit cards, marketing strategies, risk management
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摘要.......................4
Abstract..................5
第一章绪论.......................8
1.1研究背景.....................8
1.2文献综述...................10
1.2.1信用卡营销策略研究...............10
1.2.2信用卡风险管理研究...............12
1.3研究方法与内容安排.............13
1.3.1研究方法..............13
1.3.2内容安排..............14
第二章基于PEST-SWOT框架的Y行信用卡市场环境分析....... 15
2.1Y行信用卡PEST分析..................15
2.1.1Y行信用卡政治环境分析..............15
2.1.2Y行信用卡经济环境分析..............15
2.1.3Y行信用卡社会环境分析..............16
2.1.4Y行信用卡技术环境分析..............16
2.2Y银行信用卡SWOT分析..............17
2.2.1Y银行信用卡营销的优势分析............17
2.2.2Y银行信用卡营销的劣势分析............18
2.2.3Y银行信用卡营销的机会分析............19
2.2.4Y银行信用卡营销的威胁分析............20
2.3Y行信用卡市场环境分析结论总结................20
2.3.1转变经营模式.............20
2.3.2加强风险管理.............21
第三章基于消费数据的Y行信用卡用户特征分析............22
3.1Y行信用卡业务概况.............22
3.1.1Y行信用卡发展历程...............22
3.1.2Y行信用卡产品介绍...............23
3.1.3Y行信用卡盈利模式...............24
3.1.4Y行信用卡的风险现状...........24
3.2Y行信用卡用户调查问卷设计...........26
3.2.1Y银行信用卡用户特征分析................26
3.2.2Y行信用卡用户消费行为分析............30
3.2.3Y行信用卡用户用卡体验反馈分析...........35
3.3用户调查问卷分析总结建议..............40
3.3.1营销策略建议.............40
3.3.2风险管理建议.............41
第四章基于用户消费特征分析Y行信用卡营销策略研究.......42
4.1信用卡产品开发策略...................42
4.1.1基于客户细分的卡产品开发............... 42
4.1.2基于场景细分的卡产品开发............... 44
4.2信用卡价格策略....................45
4.2.1基于用户信用风险等级的定价........... 45
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