信用卡业务是商业银行中间业务中重要的组成部分，随着商品经济的繁荣发 展，信用卡为人们商品消费提供了支付的便利，也给商业银行的发展带来 的收入， 商业银行纷纷推出信用卡业务，信用卡业务市场竞争激烈。另外，随着互联网金 融的快速发展，在支付便利性方面优于信用卡支付，也给商业银行的信用卡业务 带来了 一定的竞争压力。对于商业银行来说，有效的营销策略制订可以促进信用 卡业务的市场拓展，提升信用卡业务带来的经济效益，这才能在激烈的信用卡业 务竞争中获得更多的信 用卡用户，提升信用卡业务的市场份额。 本文以招商银行信用卡业务为研究对象，通过文献研究法、比较研究法与问 卷调查法的研究方法对当前其在市场营销策略方面的现状深 入研究，旨在为招行 信用卡业务市场营销策略优化提出建议。研究共分为六个部分内容，第一部分为 绪论，介绍了银行信用卡业务营销策略研究的背景及意义，综述了国内外学 者的 研究观点；第二部分，界定了市场营销策略的定义及相关策略的介绍，阐述了研 究中涉及的理论基础包括 4P 营销策略理论与 STP 理论的基本内容；第三部分， 对招商银 行信用卡业务的现状进行介绍，分别从产品、信用卡的费用定位、渠道 和促销方面阐述其信用卡业务营销策略的现状；第四部分，对招商银行信用卡用 户使用体验度进行问卷调 查的基础上，判断当前招商银行信用卡业务在市场营销 策略中存在的问题，包括产品同质化严重、部分费用较高、营销渠道单一和缺乏 促销宣传活动的问题。第五部分，针对当 前招商银行信用卡业务中存在的问题提 出具体的营销策略，分别是加强产品定位、降低部分服务费用、拓展互联网平台 营销渠道与加强促销宣传活动力度的营销策略。 通过对招 商银行信用卡业务的市场营销策略现状研究，对当前其在信用业务 方面存在的问题提出解决的方案，对促进招商银行信用卡业务的发展提升银行中 间业务综合收入提供一定的借 鉴与启示。 关键字：市场营销；策略；产品；渠道II Abstract Credit card business is an important part of the intermediary business of commercial banks. With the prosperity of the commodity economy, credit cards provide convenience for people to pay for goods, and also bring income to the development of commercial banks. Commercial banks have launched credit card businesses. The credit card business market is fiercely competitive. In addition, with the rapid development of Internet finance, it is superior to credit card payment in terms of payment convenience, which has also brought certain competitive pressure to the credit card business of commercial banks. For commercial banks, effective marketing strategy formulation can promote the market expansion of the credit card business and enhance the economic benefits brought by the credit card business. Only in this way can more credit card users be gained in the fierce competition of the credit card business and increase the market share of the credit card business. . This article takes China Merchants Bank's credit card business as the research object, and conducts in-depth research on the current status of its marketing strategies through the research methods of literature research, comparative research, and questionnaires. . The research is divided into six parts. The first part is the introduction, which introduces the background and significance of the research on the marketing strategy of bank credit card business, and summarizes the research opinions of domestic and foreign scholars. The second part defines the definition of marketing strategy and related strategies. The introduction elaborates the theoretical foundations involved in the study, including the basic content of 4P marketing strategy theory and STP theory; the third part introduces the current status of China Merchants Bank's credit card business, from product, credit card cost positioning, channels and promotions. Explains the current status of its credit card business marketing strategy; Part IV, based on a questionnaire survey of credit card user satisfaction with China Merchants Bank, judges the current marketing strategy of China Merchants Bank ’s credit card business, including serious product homogeneity, Some problems include higher costs, single marketing channels and lack of promotional activities. The fifth part puts forward specific marketing strategies for the existing problems in China Merchants Bank's credit card business, namely marketing strategies to strengthen product positioning, reduce some service costs, expand Internet platform marketing channels, and strengthen promotional activities.III By studying the current marketing strategy of China Merchants Bank ’s credit card business, it proposes solutions to its current credit business problems, and provides certain reference and inspiration for promoting the development of China Merchants Bank ’s credit card business and improving the comprehensive income of the bank ’s intermediate business. Keywords: Marketing; strategy; product; channelIV 目 录 摘要 .......................................................... I Abstract.......................................................... II 1 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 .................................................. 2 1.2 研究内容及方法 ................................................ 2 1.2.1 研究内容 .................................................. 2 1.2.2 研究方法 .................................................. 3 2 理论基础与文献回顾 ............................................. 4 2.1 理论基础 ...................................................... 4 2.1.1 4P 营销理论................................................ 4 2.1.2 STP 理 论................................................... 4 2.2 文献回顾 ...................................................... 5 2.2.1 国外研究现状 .............................................. 5 2.2.2 国内研究现状 .............................................. 6 2.3 信用卡业务界定 ................................................ 7 3 招商银行信用卡业务发展现状 ..................................... 8 3.1 招商银行信用卡业务简介 ........................................ 8 3.2 招商银行信用卡客户对其营销策略体验度问卷调查 .................. 8 3.2.1 问卷设计与发放 ............................................ 8 3.2.2 问卷回收与统计 ............................................ 8 3.2.3 统计性描述分析 ............................................ 9 3.3 问卷调查样本结果分析 ........................................ 10 3.4 招商银行信用卡业务发展现状 ................................... 12 3.4.1 招商银行信用卡发卡规模 ................................... 12 3.4.2 招商银行信用卡交易额规模 ................................. 12 3.4.3 招商银行信用卡收益结构 ................................... 12 4 招商银行信用卡业务市场营销策略现状 ............................ 14 4.1 产品策略 ................................................... 14 4.2 用卡价格利息及手续费用定位策略 ............................. 15 4.3 推广与销售渠道策略 ......................................... 16V 4.4 促销策略 ................................................... 16 5 招商银行信用卡业务市场营销策略问题分析 ........................ 17 5.1 信用卡额度及客服服务需要进一 步加强 ........................... 17 5.2 信用卡业务的用卡成本较高 ..................................... 17 5.3 宣传与推广信用卡业务的渠道单一 ............................... 18 5.4 针对日常用户的促销业务较少 ................................... 18 6 招商银行信用卡业务的营销策略优化 .............................. 19 6.1 基于 STP 理论招商银行信用卡业务营销策略优化方案 ............... 19 6.1.1 市场细分 ................................................. 19 6.1.2 目标市场选择 ............................................. 19 6.1.3 市场定位 ................................................. 19 6.2 基于 4P 营销理论对招商银行信用卡业务的营销策略对策 ........... 20 6.2.1 适当的提升用户的授信额度完善 客服机制 ..................... 20 6.2.2 以互联网金融对标降低用卡成本 ............................. 20 6.2.3 进一步拓展网络办卡渠道 .......