新时期我国的经济发展处于转型阶段，互联网金融逐步兴起，对传统银行造 成了较大的影响。在这样的冲击下，银行必须要经过积极的创新来应对冲击以及 挑战。信用卡业务是商业银行发展的重要中间业务，可以为银行带来较大的收入， 但是也面临着较大的风险。截止到2018年，全国各大商业银行的累计发卡量已 经超过1亿张，但是我国信用卡仍然存在着睡眠卡量多、同质化严重的问题。 近几年卡中心整体上的营销策略明显欠缺，缺乏明确的市场定位和差异化特 色，没有新颖的产品吸引客户，对于潜在的用户目标转化率低下。面对着新市场 环境所带来的巨大挑战，上饶分中心应当结合分行信用卡的营销状况，做出综合 性的分析，对各大银行在当前环境下所采取的营销策略做出综合地归纳和处理， 在借鉴的同时努力地规避各类问题。为了提升中国民生银行上饶分行信用卡中心 的营销效果，解决其市场份额的问题，具有非常重要的意义。 本文通过文献资料法和案例分析法整理了国内外学者关于信用卡营销策略 的研究成果和建议，通过大量的国内外文献资料及得出的结论，整理归纳了信用 卡营销要素及信用卡营销的基础理论。通过问卷调查法找出存在的问题，再对存 在的问题进行分析，为营销策略的提出奠定基础。再对竞争对手和消费者进行研 究，了解竞争对手成功的方法和客户的消费状况及信用卡的需求情况。最后确定 了信用卡营销市场定位，从产品策略、渠道策略、价格策略、宣传策略四个方面 制定了中国民生银行上饶分行信用卡营销发展方向。 本文在研究时将市场营销理论作为基础，全面考察了中国民生银行上饶分行 信用卡中心的实际营销现状，了解其内外部的环境，并且提出了信用卡业务营销 的具体策略。为了保证中国民生银行上饶分行信用卡中心营销策略落到实处，本 文提出了在实际营销时对于客户进行细分和定位，并且具体分析了营销策略的可 行性，从而树立良好的营销理念。 通过实际研究得出了结论。信用卡业务的发展空间非常大，信用卡业务发展 的重点就是营销策略的优化，要结合全新的发展理念来重视客户的培育，结合完 善的客户管理系统来提供针对性的服务。中国民生银行信用卡上饶分中心在实际 发展时必须要制定合理的产品策略，针对不同群体来推出不同类型的产品，同时 也必须要优化渠道策略，在现有渠道的基础上，进行客户的深度挖掘，在强化人 力资源保障，加强信用风险管理以及技术保障的基础上，提升整体的营销效果。 关键词：中国民生银行上饶分行；信用卡；营销策略 II Abstract Inthenewera,China'seconomicdevelopmentisinatransitionalstage,and Internetfinancehasgraduallyemerged,whichhashadamajorimpactontraditional banks.Undersuchanimpact,banksmustundergopositiveinnovationtodealwith shocksandchallenges.Creditcardbusinessisanimportantintermediatebusinessfor thedevelopmentofcommercialbanks,whichcanbringalargeincometobanks,butit alsofacesgreaterrisks.Asof2018,thecumulativenumberofmajorcommercial banksinthecountryhasexceeded100million,buttherearestillproblemsinChina's creditcardwithmoresleepcardsandmorehomogenization. Inrecentyears,theoverallmarketingstrategyofcardcenterisobviously deficient,lackingofclearmarketpositioninganddifferentiationfeatures,nonovel productstoattractcustomers,andlowconversionrateforpotentialusers.Facingthe hugechallengesbroughtbythenewmarketenvironment,shangraobranchcenter shouldmakeacomprehensiveanalysisbasedonthemarketingstatusofcreditcards ofbranches,andmakeacomprehensivesummaryandtreatmentofthemarketing strategiesadoptedbymajorBanksinthecurrentenvironment,soastoavoidallkinds ofproblemswhiledrawinglessonsfromthem.Itisofgreatsignificancetoimprove themarketingeffectofcreditcardcenterofshangraobranchofChinaminshengbank andsolvetheproblemofitsmarketshare. ThispapersummarizestheresearchresultsandSuggestionsofdomesticand foreignscholarsoncreditcardmarketingstrategiesthroughthemethodofliterature andcaseanalysis,andsummarizesthecreditcardmarketingelementsandthebasic theoryofcreditcardmarketingthroughalargenumberofdomesticandforeign literatureandconclusions.Throughthemethodofquestionnairetofindoutthe existingproblems,andthenanalyzetheexistingproblemstolaythefoundationfor themarketingstrategy.Thenthecompetitorsandconsumersarestudiedtounderstand thesuccessfulmethodsofcompetitorsandcustomers'consumptionstatusandcredit carddemand.Finally,thepositioningofcreditcardmarketingisdetermined,andthe developmentdirectionofcreditcardmarketingofChinaminshengbankshangrao branchisdeterminedfromfouraspects:productstrategy,channelstrategy,price strategyandpublicitystrategy. Basedonthemarketingtheory,thispapercomprehensivelyinvestigatesthe actualmarketingstatusofcreditcardcenterinshangraobranchofChinaminsheng bank,understandsitsinternalandexternalenvironment,andproposesspecific strategiesforcreditcardbusinessmarketing.Inordertoensurethatthecreditcard centermarketingstrategyofChinaminshengbankshangraobranchisimplemented effectively,thispaperproposestoconductcustomersegmentationandpositioningin theactualmarketing,andspecificallyanalyzesthefeasibilityofthemarketingstrategy, soastoestablishagoodmarketingconcept. Theconclusionisobtainedthroughpracticalresearch.Thedevelopmentspaceof III creditcardbusinessisverylarge,thedevelopmentofcreditcardbusinessisthefocus oftheoptimizationofmarketingstrategy,tocombinethenewdevelopmentconceptto payattentiontothecultivationofcustomers,combinedwiththeperfectcustomer managementsystemtoprovidetargetedservices.Chinaminshengbankingcreditcard shangraosub-centerinactualdevelopmentmustformulatereasonableproduct strategy,accordingtodifferentgroupstolaunchdifferenttypesofproducts,atthe sametime,itmustoptimizethechannelstrategy,onthebasisofexistingchannels, exploringthedepthofthecustomer,instrengtheningthehumanresourcessafeguard, strengthencreditriskmanagement,andtechnicalsupport,onthebasisoftheoverall marketingeffect. Keywords:ShangraoBranchofChinaminshengbank;CreditCard;Marketing strategy IV 目录 引言................................................................................................................................1 1绪论............................................................................................................................2 1.1研究背景与意义.................................................................................................2 1.1.1研究背景......................................................................................................2 1.1.2研究意义......................................................................................................3 1.2国内外研究现状.................................................................................................4 1.2.1国外研究现状..............................................................................................4 1.2.2国内研究现状..............................................................................................6 1.3研究方法与内容.................................................................................................9 1.3.1研究方法......................................................................................................9 1.3.2研究内容......................................................................................................9 2理论基础..................................................................................................................11 2.1信用卡相关概念...............................................................................................11 2.1.1信用卡定义................................................................................................11 2.1.2PEST分析..................................................................................................11 2.1.3信用卡基本功能........................................................................................12 2.2信用卡营销.......................................................................................................13 2.2.1营销概念....................................................................................................13 2.2.2营销理论....................................................................................................14 3中国民生银行上饶分行信用卡内部营销环境......................................................16 3.1上饶分行信用卡内部营销现状.......................................................................16 3.1.1营销队伍....................................................................................................16 3.1.2内部资源...........