随着我国经济发展水平不断提高，人们的消费观念正在发生根本性转变，超前 消费的理念日益被公众接受。各商业银行不断进行业务创新,推出各种符合人们需求 的信用卡产品，使得信用卡业务得到了飞速的发展。各商业银行信用卡产品竞争日 趋白热化，同时第三方支付和移动支付技术的高速发展,客户有了更多的选择，去挑 选自己认为便捷和优惠的类信用卡产品。当前,中国工商银行信用卡业务发展平稳， 但也受到了来自多方面的竞争压力,如何让中国工商银行在激烈的竞争中保持信用 卡业务可持续发展是该银行急需解决的问题。 中国工商银行青岛SNS支行是工商银行的一家旗舰银行,辖内多个特色网点，区 位优势各有不同，有比较突出的代表性。本文以中国工商银行青岛SNS支行为研究 对象，运用文献分析法、问卷调查法等研究方法，结合市场营销理论对青岛SNS支 行的营销现状进行分析，找出该支行在营销过程中存在的问题；根据市场营销理论， 运用7Ps组合营销策略，结合青岛SNS支行的内外环境，给出工行青岛SNS支行的 营销策略,对其进行精准营销定位。 经过调查研究论证得出当前工商银行青岛SNS支行信用卡业务营销工作存在很 多限制其发展的桎梏。虽然工行信用卡业务发展依仗其行业领军的品牌价值有其不 可比拟的自身优势，但在信用卡产品本身的竞争力、营销人员工作能力及营销渠道 等方面都存在很多需要改进和完善的地方；加上同业竞争、第三方支付崛起等外部 竞争影响因素，信用卡业务发展有减速的趋势，本文对工行SNS支行信用卡业务营 销多方面进行把脉，最终给出组合营销策略，以期找到一条适合SNS支行信用卡发 展的道路，从而推动该银行信用卡业务的可持续发展。 关键词：银行；信用卡；支付；营销策略 III ResearchonCreditCardBusinessMarketingStrategyofIndustrialand CommercialBankofChinaQingdaoSNSSub-branch Abstract WiththecontinuousimprovementofChina'seconomicdevelopmentlevel,people's consumptionconcepthasundergoneafundamentalchange,andtheconceptofadvanced consumptionisincreasinglyacceptedbythepublic.Variouscommercialbankscontinue toinnovatetheirbusinessandlaunchvariouscreditcardproductsthatmeetpeople'sneeds, whichhasenabledthecreditcardbusinesstodeveloprapidly.However,duetotherapid expansionofcommercialbankingbusinessandthestrongsupervisionoffinancial regulators,thecreditcardbusinessisalsofacingcertainchallengeswhiledeveloping. Especiallywiththerapiddevelopmentofthird-partypaymentandmobilepayment technologies,customershavemorechoicestochoosecreditcardproductsthatthey considerconvenientandpreferential.Atpresent,ICBC'screditcardbusinessis developingsteadily,butitisalsounderpressurefromvarioussources.Howtokeep ICBC'screditcardbusinessdevelopingsteadilyinthefiercecompetitionisaproblemthat thebankurgentlyneedstosolve. IndustrialandCommercialBankofChinaQingdaoSNSSub-branchisaflagship bankofIndustrialandCommercialBankofChina.Ithasmanycharacteristicoutlets underitsjurisdiction,withdifferentgeographicaladvantagesandoutstanding representativeness.ThisarticleusestheresearchobjectsoftheIndustrialandCommercial BankofChinaQingdaoSNSbranchbehavior,usingliteratureanalysis,questionnaire surveyandotherresearchmethods,combinedwithmarketingtheorytoanalyzethe marketingstatusofQingdaoSNSbranch,tofindouttheproblemsinthemarketing processofthebranch,Accordingtothemarketingtheoryandtheinternalandexternal environmentofQingdaoSNSSub-branch,themarketingstrategyofQingdaoSNS Sub-branchisgiventocarryoutprecisemarketingpositioning. Ourresearchshowsthatthere?reseveralobstaclesconcerningtothemarketingof thecreditcardbusinessoftheSNSbranchofficeofICBCQingdaowhichmakethe furtherdevelopmentimpossible.AlthoughthevaluebrandofICBCseemstobean imcomparableadvantageforthecreditcardbusinessamongtherivals,stillthere?salot ofaspectsinneedofimprovement,suchasthecompetitivenessofthecreditcardproduct IV itself,thestaffofmarketingandthemeansofselling,etc.What?smore,therivalsandthe developmentofthethird-partpaymentsystemhavemadethecreditcardbusinessgrow slower.Thispaperanalyzeseveralperspectivesofthecreditcardproductsofthebranch officeSNSofICBCQingdaoinordertodesignthestrategiesforitssustainable development. Keywords:Bank;CreditCard;Payment;MarketingStrategy V 目录 第1章绪论................................................................................................................1 1.1研究背景与意义..........................................................................................1 1.1.1研究背景..........................................................................................1 1.1.2研究目的..........................................................................................1 1.1.3研究意义..........................................................................................2 1.2国内外研究现状..........................................................................................3 1.2.1国外相关研究综述..........................................................................3 1.2.2国内相关研究综述..........................................................................3 1.2.3研究评述...........................................................................................6 1.3研究内容和方法..........................................................................................6 1.3.1研究内容..........................................................................................6 1.3.2研究方法..........................................................................................7 1.4研究创新与不足..........................................................................................8 1.4.1研究创新..........................................................................................8 1.4.2研究不足..........................................................................................8 第2章核心概念与理论基础....................................................................................9 2.1核心概念......................................................................................................9 2.1.1信用卡..............................................................................................9 2.1.2信用卡营销......................................................................................9 2.1.3信用卡业务....................................................................................10 2.2理论基础....................................................................................................10 2.2.1PEST分析.......................................................................................10 2.2.2波特五力模型分析........................................................................11 2.2.3SWOT分析.......................................................................................12 2.2.47Ps理论.........................................................................................12 第3章中国工商银行青岛SNS支行信用卡业务现存的问题及成因..................13 3.1中国工商银行青岛SNS支行简介............................................................13 3.2SNS支行信用卡业务营销及发展现状.....................................................14 3.3工商银行SNS支行信用卡业务存在的问题............................................15 3.3.1信用卡产品竞争力低....................................................................15 3.3.2信用卡相关费用问题.....................................................................16 VI 3.3.3营销渠道单一................................................................................16 3.3.4促销力度优势不足.........................................................................17 3.3.5营销人员积极性偏低.....................................................................18 3.3.6宣传力度不足.................................................................................18 3.3.7配套服务不到位............................................................................18 第4章中国工商银行青岛SNS支行信用卡营销宏观环境分析..........................20 4.1政治环境分析.............................................................................................20 4.2经济环境分析.............................................................................................20 4.3社会文化环境分析.....................................................................................21 4.4技术环境分析..................................