摘要
Z农商银行信用卡营销策略优化研究
摘要
长期以来，信用卡业务一直是银行零售业务的一块重要部分，是中间收入的
重要来源。但近年来，随着互联网金融、数字金融的发展，“微信银行”“蚂蚁
花呗”“京东白条”等线上小额借贷层出不穷，其背靠着互联网商业巨头，依托
着微信、支付宝等高频应用场景，加之申请门槛低、办理速度快等特点，被广泛
消费者，尤其是年轻消费者所青睐，成为银行信用卡最有竞争力的替代品。尤其
是 2020年以来，受新冠肺炎疫情的影响，非接触金融的大力发展，地方性中小
银行的信用卡业务面临新的转型和挑战。
国家十四五规划表明，我国经济将持续由速度规模向高质量、调结构方向转
型。经济转型，金融先行。信用卡业务也必须紧跟国家经济方向，把握住提质、
增效的新机遇，业务营销模式也要从传统的粗放式转为符合新时代要求的精准
式。多年来农商银行一直立足于农村，服务农民，是农村金融、普惠金融的主力
银行。党的十九大提出乡村振兴战略，这就让金融助力乡村振兴成为新时代农商
行的核心使命，成为促进农商行高质量发展的新机遇。农商银行应积极作为，针
对农村市场金融需求，创新小额零售业务，尤其是信用卡业务，将其打造成消费
金融发展的新生力量，使县域内不同层次用户的金融需求得到有效满足，更好的
支持城乡居民消费升级，推动地方经济发展，助力乡村振兴。
本文选择了 H省 Z农商银行作为研究对象。以对国内外现有研究成果详细
介绍为提前，全面剖析 H省 Z农商银行的信用卡业务的发展历程，利用环境分
析、SWOT模型、客户问卷调查等，找出 Z农商银行信用卡业务营销中存在的
问题，运用“STP”“7PS”等理论，有针对性设计营销策略，并给出策略实施
的保障，助力 Z农商银行信用卡业务可持续发展，并从绩效考核、人员培训、
风险防控、科技创新、审批流程等方面提出保障措施。通过对 Z农商银行信用
卡营销问题的研究，对于农商银行业务发展也起到了参考借鉴作用，有利于农商
银行业务更加高质量、稳健发展。
关键词：信用卡；营销策略；农商银行
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ABSTRACT
Research on Marketing Strategy Optimization of Z Rural
Commercial Bank's Credit Card
ABSTRACT
Credit cards have long been a significant component of retail banking busin and
a great source of median incomes.Recent years,as the online finance and digital
finance has radically improved, online small loans such as "WeChat bank","ant
flower" and "Jingdong white strip" emerge in an endless stream. They rely on Internet
business tycoons, relying on WeChat, Alipay and other high frequency application
scenarios, and applying for low gate and fast processing. They are favored by
consumers, especially young consumers, and become the most competitive substitute
for bank credit cards. Local medium and small banks face new transitions and
challenges,affected by the COVID-19 and contact-free finance,especially since 2020.
The 14th Five-Year Plan saysthat our economy will transform from the
hyper-growth mode to the mode high quality and structural adjustment. In economic
transformation, finance comes first. Creditcard business must also follow the
direction of the national economy, grasp the new opportunities of improving quality
and efficiency, and the business marketing mode should also change from the
traditional extensive type to the accurate type meets the demand of the new era. Over
the years, Rural Commercial Bank has been focusing on rural areas and serving
farmers. It is the crucial bank of rural finance and Inclusive finance. The 19th
National Congress of the Communist Party of China propose the Rural Revitalization
Strategy, which makes financial assistance for Rural Revitalization become the core
mission of rural commercial banks in the new era, this means that applying financial
assistance for Rural Revitalization becomes the key duty of Rural Commercial Bank
in the new era,and it is also a vital opportunity to promote itself. Rural Commercial
Bank should take the initiative to innovate small retail business, especially for the
business of credit card , target at the financial needs of the rural market, build it into a
new force for the development of consumer finance,effectively satisfy the financial
needs of different levels users in the county, better support the consumption upgrading
of urban and rural residents, promote development of local economy and assist rural
revitalization.
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