摘要
改革开放以来，我国经济水平高速发展，居民的消费增长对经济发展的拉动
作用进一步增强。我国消费市场呈现多元化、个性化特征，信用卡作为我国金融
系统内消费支付的主要的载体，对我国经济的拉动、消费者的便利具有重要的作
用。本研究主要通过对 M银行深圳分行信用卡分期业务营销策略改进进行研究，
探讨我国商业银行在居民的消费观念、方式都发生了重大的变化背景下，分析其
营销战略、策略等热点问题，这对解决 M银行深圳分行信用卡分期业务营销策略
问题具有重要的价值，为我国商业银行信用卡分期业务模式营销提供参考方案。
本研究的研究对象为处于粤港澳大湾区腹地的 M银行深圳分行信用卡中心，
通过客观列举该中心在信用卡分期业务方面的整体概况、营销现状、营销策略现
状、营销管理现状，主要依托 7Ps营销理论、STP战略、商业银行经营理论、风险
管理理论，采用文献研究法、案例研究法、定性与定量相结合等方法，分析该中
心信用卡分期业务在营销理念、模式、策略等方面的问题，发现该中心在分期业
务的营销策略在产品、定价、渠道及促销等方面的问题，这些问题主要表现在产
品定位同质、产品定价单一、营销渠道僵化、促销方式陈旧、人本建设力度不足、
过程控制不完备、有形展示不能适应时代潮流等，造成这些问题的成因主要由于
市场营销战略错位、产品营销理念落后、营销团队建设不足、营销策略有效性偏
低等因素。
针对这一问题及成因，本研究通过做好 STP战略的选择，在确定目标市场、
目标市场选择的基础上，精准进行目标市场的定位。按照 STP战略与 7Ps营销理
论，提出该银行的营销改进方案，系统地对目标市场及客户群体进行科学定位，
适应市场的需求变化，调整企业的营销组合策略。这些策略主要从改进核心产品
设计、执行定价差异化策略、多样化渠道搭建、精细化促销形式、人员配置立体
化、过程控制人性化与树立特色品牌形象等加以优化，以便适应市场、客户的需
要，拓展业务规模，全面优化 M银行深圳分行信用卡分期业务营销策略与模式。
同时，从制度建设、组织管理、业务流程、风险控制等方面提出实施措施。
关键词：信用卡分期业务；营销策略；STP；改进方案
I
Abstract
Since the reform and opening up, China's economic level has developed rapidly,
and the pulling effect of residents' consumption growth on economic development has
beenfurtherstrengthened.China'sconsumermarketpresentsdiversified and
personalized characteristics. As the main carrier of consumer payment in China's
financial system, credit card plays an important role in stimulating China's economy and
facilitating consumers. This study mainly studies the improvement of credit card
installment business marketing strategy of Shenzhen Branch of bank M, discusses the
hot issues such as marketing strategy and strategy of China's commercial banks under
the background of significant changes in residents' consumption concept and mode,
which is of great value to solve the problem of credit card installment business
marketing strategy of Shenzhen Branch of bank M, It provides a reference scheme for
the marketing of credit card installment business model of commercial banks in China.
The research object of this study is the credit card center of Shenzhen Branch of
bank M located in the hinterland of Guangdong, Hong Kong and Macao. By objectively
listing the overall overview, marketing status, marketing strategy status and marketing
management status of the center in terms of credit card installment business, this study
mainly relies on 7PS marketing theory, STP strategy, commercial bank operation theory
and risk management theory, and adopts literature research method, case study method,
combination of qualitative and quantitative methods, By analyzing the problems of the
center's credit card installment business in terms of marketing concept, mode and
strategy, it is found that the center's marketing strategy in installment business has
problems in products, pricing, channels and promotion. These problems are mainly
reflected in the homogeneity of product positioning, single product pricing, rigid
marketing channels, outdated promotion methods, insufficient humanistic construction,
incomplete process control, physical display can not adapt to the trend of the times, etc,
The causes of these problems are mainly due to the dislocation of marketing strategy,
the backward concept of product marketing, the insufficient construction of marketing
team, the low effectiveness of marketing strategy and so on.
III