本文经过调查分析，发现吉林银行信用卡营销方面存在诸多弊病，如，信用
卡产品种类少、同质化严重，产品营销渠道单一、促销活动不吸引人、营销队
伍建设不充分等。而造成上述问题的主要原因有：市场定位与市场细分不明确、
偏重传统营销渠道、品牌概念模糊、人力资源制度不完善等
在问题分析的基础上对吉林银行的信用卡营销环境做出了分析，主要包括宏
观环境分析、微观环境分析和 SWOT 分析三方面。其中，宏观环境分析包括对政
治法律环境、经济环境、社会环境、技术环境等方面的分析。微观环境分析包
括对企业内部环境、企业所在市场、竞争者、消费者以及合作渠道的分析。在
营销环境分析的基础上，对吉林银行信用卡业务进行了 SWOT 分析，发现其内部
优势与劣势，外部机会与威胁，为制定合理的吉林银行信用卡策略打下坚实的
基础。从以上的分析，可以得出，目前吉林银行信用卡营销总体宏观环境较好，
经济、技术的进步和法律政治的保护都为其业务发展创造了良好的条件，但也
应充分认识微观环境的不足和自身劣势，充分利用本土优势，抓住机遇，策略
性的面对激烈市场竞争带来的挑战
在对营销环境分析和自身业务 SWOT 分析的基础上，对吉林银行所在地区信
用卡市场按照地理区域、消费者心理、消费者行为进行了细分，并根据市场细
分的结果对吉林银行信用卡业务目标市场进行了选择，主要包括：吉林省预算
单位市场、还款来源稳定的客户市场以及中低端客户市场。依据目标市场细分II
和选择的结果，最终将吉林银行信用卡市场定位为：吉林省地方信用卡领导者，
走本土化、特色化道路，并不断扩张业务领域。为了使吉林银行信用卡达到其
目标市场定位，争取最大市场份额，制定了相关的营销组合策略，主要从传统
的 4Ps 策略即产品、价格、渠道、促销四个方面加以论述：产品方面，强化产
品创新，走特色化路线并完善客户服务体系，加强品牌建设；价格方面，在发
展初期采用渗透定价法，尽快打开市场，进入成熟期后开始关注产品中间收入；
渠道方面，在构建网络渠道的同时深耕物理渠道；促销方面，加强产品宣传力
度，丰富促销活动，重视客户服务并充分利用公共关系营销。最后，提出了一
系列的保障措施，如人力资源保障、绩效考核保障、风险控制保障和规章制度
保障以确保产品营销策略的顺利实施
希望通过本文的分析研究，对吉林银行信用卡业务营销战略的改进、具体营
销策略的完善和品牌价值的提升有现实指导意义，同时对其他商业银行信用卡
业务的发展也有一定借鉴作用
关键词：
信用卡，商业银行，营销策略III
Abstract
Research on Marketing Strategy of Credit Cards of Jilin Bank
Bank of Jilin (BoJ), a join t-equity commercial bank in Jilin province, launched
its credit card business officially in October 2014, with only 2 years of developm ent
time until n ow. In the face of the credit card market competition intensified, th e
development of the Internet financial and the diversification of consum er demand,
jilin bank to open the market as soon as possible, ta ke profits, is bound to m ake a
suitable to the development of marketing strategies.
In this paper，through investigations and analys is, I find that there are m any
shortcomings in credit card m arketing, for example, such as credit card product
variety issue, hom ogenization, single produ ct marketing channel, prom otional
activities are not attractive, marketing team construction is not sufficient… The main
reasons for the above p roblems are: market positioning and market segmentation is
not clear, emphasis on trad itional marketing channels, the f uzzy brand concept,
human resource system is not complete.
On the bas e of analy sising the credit card marketing environm ent of BoJ,
including macro environment analysis, micro environment analysis and SW OT
analysis. The m acro environment analysis includes the political and lega l
environment, economic environment, social environment, technical environm ent.
Micro environment analysis includes the anal ysis of the firm itself, its market, its
competitors, the public factors and channels of cooperation. Based on the analys is of
the marketing environment and t he SWOT analysis of Bank of Jilin credit card
business, the internal advantages and disadvantages, external opportunities and
threats were found out, which laid a solid foundation for the developm ent of BoJ’s
credit card strategy.From the above analysis, which can be concluded that, at presentIV
the better overall macro environment of jilin bank credit card m arketing, economic,
technological progress and the protection of the legal and political have created good
conditions for its business development, but also should fully understand the shortage
of the m icro environment and their ow n weaknesses, m ake full use of local
advantages, seize the op portunity, strategic challenges of the face of fi erce market
competition.
Based on the analysis of m arketing environment and SWOT analysis of BoJ’ s
own business, the credit card m arket of BoJ area is subdivided according to
geographical area, consumer psychology and consum er behavior, and according to
the result of market segmentation, BoJ’s target credit card business market is selected
as follows: the budget m arket of Jilin p rovince, the co nsumer market of stable
payment and mid-and-low-end customer market. The market positioning of BoJ is
local credit card lead er in Jilin prov ince, take the localization, characteristics of the
road, and continue to expand its business areas.
In order to achieve BoJ’ s target market positioning, to get the lar gest market
share, this paper developed a related m arketing mix strategy, mainly focus on the
traditional 4Ps strategy, products, prices, channels, promotions: 1) product, strengthen
product innovation , take the road of char acteristics development and provide better
customer service, strengthen brand building; 2) price, us e the infiltration pricing in
the early development, to open the market as soon as possible, and focus on product
middle income in the m ature period; 3) channel, in the construction of network
channels and at the sam e time deep plowing physical channels; 4) prom otion,
strengthen product promotion ef forts, rich promotional activities, pay attention to
customer service and make full use of public relations marketing. Finally, a series of
safeguard measures, such as hum an resources protection, performance appraisal and
risk control guarantee, are put forward to ensure the smoot h implementation of
product marketing strategy.V
It is hoped that through the analysis and rese arch of this paper, it is of practical
significance to the improvement of marketing strategy of BoJ’s credit card business,
the improvement of specific marketing strategy and the prom otion of brand value,
and it is also a reference for the deve lopment of credit card business of other
commercial banks.
Key Words：
Credit Card; Commercial bank; Marke ting strategyVI
目 录
第 1 章 绪论....... 1
1.1 研究背景与意义.... 1
1.2 研究内容与研究方法........ 2
1.3 理论基础与文献综述........ 3
第 2 章 吉林银行信用卡营销现状及问题....... 7
2.1 吉林银行简介........ 7
2.2 吉林银行信用卡营销现状 8
2.3 吉林银行信用卡营销存在的问题及分析.......... 12
第 3 章 吉林银行信用卡营销环境分析......... 16
3.1 吉林银行信用卡宏观营销环境分析...... 16
3.2 吉林银行信用卡微观营销环境分析...... 19
3.3 吉林银行信用卡业务 SWOT 分析......... 24
第 4 章 吉林银行信用卡营销策略设计与实施......... 30
4.1 信用卡市场的细分.......... 30
4.2 吉林银行信用卡的目标市场与市场定位.......... 32
4.3 吉林银行信用卡营销组合策略.. 34
4.4 吉林银行信用卡营销策略实施保障...... 39VII
结 论 ..... 4
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