随着利率市场化和金融脱媒的深入推进，发展信用卡业务的紧迫性和重要性尤为突 出，也是适应市场导向的重要增长点。信用卡作为零售客户稳定器的作用，持续推动中 国邮政储蓄银行零售战略的稳固发展，当前中国邮政储蓄银行信用卡的发展已经从起步 向小步快跑转变。本文研究的目的，就是对中国邮政储蓄银行广东分行信用卡营销策略 进行系统研究，探究出能够发挥广东特色的信用卡营销策略的建议。 本文在营销管理理论、客户价值理论、态势分析法等相关营销理论知识的基础上， 梳理了近些年来学者们研究信用卡营销的理论成果，并通过访谈中国邮政储蓄银行广东 分行所辖地区的信用卡业务管理者，总结了中国邮政储蓄银行广东分行信用卡业务发展 现状和存在的问题，结合对广东地区信用卡业务推进过程中面临的社会环境、政治环境、 经济环境以及技术环境进行了简要的数据调查，对于现阶段中国邮政储蓄银行广东分行 的信用卡营销现状做出了优势的分析。最后，针对中国邮政储蓄银行广东分行的信用卡 消费者的用卡情况进行了详细的问卷调查，包括信用卡消费者的偏好因素以及中国邮政 储蓄银行广东分行的营销活动的效果进行论证分析，对现阶段中国邮政储蓄银行广东分 行的营销方案进行进一步的调整，并提出了一系列的保障措施，从拓展市场以及风险把 控等方面进行营销策略保驾护航。 总之本文尝试通过对中国邮政储蓄银行广东分行信用卡营销现状的分析，为其发展 提供一些可操作可改进的营销策略建议和保障措施。同时，本文的研究方法可以用于尝 试解决其他商业银行的营销问题，研究结论也可以为其营销管理提供借鉴和参考。 关键词，信用卡；营销策略；中国邮政储蓄银行II Abstract With the further promotion of interest rate marketization and financial disintermediation, the urgency and importance of developing credit card business is particularly prominent, and it is also an important growth point to adapt to market orientation. The role of credit card as a retail customer stabilizer continues to promote the steady development of retail strategy of China Postal Savings Bank. At present, the development of credit card of China Postal Savings Bank has changed from a start to a short run. The purpose of this paper is to systematically study the credit card marketing strategy of Guangdong Branch of China Postal Savings Bank, and to explore the suggestions of credit card marketing strategy that can give full play to Guangdong characteristics. On the basis of marketing management theory, customer value theory, situation analysis and other related marketing theory knowledge, this paper combs the theoretical results of credit card marketing research of scholars in recent years, and through interviewing the credit card business managers of Guangdong Branch of China Postal Savings Bank, summarizes the current situation and development of credit card business of Guangdong Branch of China Postal Savings Bank. The existing problems, combined with a brief survey of the social, political, economic and technological environment faced by the credit card business in Guangdong, make an analysis of the advantages of credit card marketing of Guangdong Branch of China Postal Savings Bank at this stage. Finally, a detailed questionnaire survey was conducted on the credit card consumption of Guangdong Branch of China Postal Savings Bank, including the preference factors of credit card consumers and the effect of marketing activities of Guangdong Branch of China Postal Savings Bank. The marketing plan of Guangdong Branch of China Postal Savings Bank was further adjusted and put forward. A series of safeguard measures, from expanding the market and risk control and other aspects of marketing strategy escort. In a word, this paper tries to provide some suggestions and safeguards for the development of the credit card marketing of Guangdong Branch of China Postal Savings Bank by analyzing the current situation of credit card marketing. At the same time, this research method can be used to try to solve the marketing problems of other commercial banks, and the conclusions can also provide reference for their marketing management. Keyword:credit card; marketing strategy; Postal Savings BankIII 目 录 摘要.........................................................................................................................................I Abstract ..................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 研究背景及意义.............................................................................................................. 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 1 1.2 研究主题与方法.............................................................................................................. 2 1.2.1 研究主题................................................................................................................... 2 1.2.2 研究方法................................................................................................................... 3 1.2.3 研究创新点............................................................................................................... 3 1.3 文献综述.......................................................................................................................... 4 1.3.1 营销管理理论........................................................................................................... 4 1.3.2 竞争战略理论........................................................................................................... 4 1.3.3 客户价值理论........................................................................................................... 5 1.3.4 信用卡营销策略....................................................................................................... 5 1.4 论文研究路线图.............................................................................................................. 7 第二章 中国邮政储蓄银行广东分行信用卡营销现状分析及存在问题..............................8 2.1 国内信用卡业务现状分析.............................................................................................. 8 2.2 中国邮政储蓄银行广东分行信用卡业务发展现状分析............................................ 11 2.2.1 中国邮政储蓄银行广东分行基本情况介绍......................................................... 11 2.2.2 中国邮政储蓄银行广东分行信用卡外部风险形势分析..................................... 12 2.2.3 中国邮政储蓄银行广东分行信用卡业务内部存在问题..................................... 13 2.4 广东地区信用卡业务 PEST 分析 ................................................................................ 15 2.4.1 社会环境分析......................................................................................................... 15 2.4.2 政治环境分析......................................................................................................... 16 2.4.3 经济环境分析......................................................................................................... 16 2.4.4 技术环境分析......................................................................................................... 18 2.5 本章小结........................................................................................................................ 19IV 第三章 中国邮政储蓄银行广东分行信用卡消费者产品消费偏好因素分析....................20 3.1 问卷设计与分析............................................................................................................ 20 3.1.1 问卷调查依据......................................................................................................... 20 3.1.2 问卷内容架构......................................................................................................... 20 3.1.3 问卷数据的收集..................................................................................................... 21 3.1.4 数据样