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2021年 12月 28日
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互联网金融环境下邮储银行 A市分行信用卡营销策略研究
摘要
互联网技术的发展速度快，短短几年时间已经实现了技术颠覆，云计算、大数据
等先进的互联网技术也已经在金融消费领域得到充分运用，在互联网浪潮下，传统金
融业务实现了更新换代，互联网金融业应运而生。作为我国商业银行主要金融业务之
一的信用卡业务，其营销模式也随着互联网发展而焕然一新。随着互联网金融领域的
渗入，出现了信用卡在线申请、微信二维码推荐办卡、云闪付绑定信用卡支付、支付
宝和微信绑定信用卡支付等网上活动。互联网金融的出现是因为有互联网便捷性作为
基础，它精简了信用卡业务中冗繁的手续，信用卡可以在更多渠道中交易，效率得到
显著提升。在互联网金融的作用下，商业银行的信用卡业务取得飞速发展，在众多方
面均实现了面目一新。而邮储银行作为新兴银行的后起之秀，信用卡业务发展较晚，
虽然在加速追赶中取得了较快发展，但相对于其他商业银行，依旧表露出明显差距。
邮储银行的营销从整体上看创新不足，竞争力较弱，采取的营销手段缺乏创意，线上
线下缺乏融合度。以上问题阻碍了邮储银行A市分行信用卡业务的高速发展，如何解
决这些问题进而提升营销能力已成为邮储银行A市分行当务之急。
本文是在互联网金融实现快速发展的今天，对邮储银行A市分行信用卡业务进行
研究，运用STP分析、7PS营销理论、数据库营销理论及场景营销理论结合SWOT分
析法为邮储银行A市分行信用卡业务设计营销策略，助力信用卡业务在互联网金融大
行其道的今天得以持续发展。在本文的第一章中，就本文的研究背景和意义进行阐述，
在梳理现有研究成果之后，形成了本文的研究思路，并确定采取哪些方法深入分析邮
储银行A市分行的信用卡营销业务。在第二章，就文中涉及的信用卡营销相关理论进
行简要介绍。第三章则是对当前邮储银行A市分行营销信用卡的业务环境作出分析，
并在分析中采取了SWOT分析法，全面总结了该行信用卡业务的优、劣势及其机遇和
威胁。第四章对当前邮储银行A市分行信用卡市场及营销策略现状进行分析，找出其
在开展信用卡业务过程中存在的问题，挖掘造成这些问题的深层原因。第五章以前文
提出的问题及分析结果为依据，运用7PS服务营销理论从产品、价格、促销、渠道、
人员、服务及有形展示七个方面内容，并给予场景营销和数据库营销理论为该行信用
卡业务的发展提出对策，希望该行能够在本文策略的助力下，在信用卡业务经营上更
上一层楼。
关键词：互联网金融环境；邮储银行A市分行；7PS服务营销；营销策略
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互联网金融环境下邮储银行 A市分行信用卡营销策略研究
ABSTRACT
With the rapid development of Internet technology, technology has been subverted in
just a few years. Cloud computing,big data and other advanced Internet technologies have
been fully used in the financial consumption field.With the wave of Internet, traditional
financial services have been updated and Internet finance has emerged as The Times
require. As one of the main financial services of China's commercial banks, the marketing
model of credit card business has become brand-new with the development of the Internet.
As the Internet in the financial sector, in the online to apply for credit cards, WeChat qr
code recommended handling card, flash credit card payment, pay treasure to pay binding
and cloud WeChat binding online activities such as credit card payments. The emergence
of Internet finance is based on the convenience of the Internet, which simplifies the tedious
procedures in credit card business. Credit cards can be traded in more channels, and the
efficiency has been significantly improved. Under the role of Internet finance,credit card
business of commercial banks has achieved rapid development, and many aspects have
realized a new face. However, the Postal Savings Bank, as a rising star of emerging banks,
has a relatively late development in its credit card business.Although the Postal Savings
Bank has achieved rapid development in the process of accelerating catch-up. But
compared with other commercial banks, there is still a significant gap. On the whole, the
Postal Savings Bank's marketing lacks innovation,weak competitiveness, lack of creative
marketing methods, and lack of integration between online and offline. The above
problems have hindered the rapid development of the credit card business of the Postal
Savings Bank A city branch. How to solve these problems and improve the marketing
ability of the Postal Savings Bank A city branch has become A top priority.
In today's rapid development of Internet finance, this paper studies the credit card
business of the Postal Savings Bank A city branch. STP analysis,7PS marketing theory,
database marketing theory and scenario marketing theory combined with SWOT analysis
are used to design marketing strategies for the Postal Savings Bank branch's credit card
business, helping the credit card business to develop continuously today when Internet
finance is popular. In the first chapter of this paper,the research background and
significance of this paper are described. After sorting out the existing research results, the
research ideas of this paper are formed and the methods to be adopted for in-depth analysis
of the credit card marketing business of the Postal Savings Bank A city branch are
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