分类号 密级
UDC 编号
P
Research on the ImprovementofCredit
Card Marketing Strategy ofBank P 本人声明所呈交 的学位论文是我个人在导师指导下进
行的研究工作及取得的研究成果。尽我所知，除文中已经标
明引用的内容外，本论文不包含任何其他个人或集体已经发
表或撰写过的研究成果。对本文的研究做出贡献的个人和集
体，均已在文中以明确方式标明。本人完全意识到本声明的
法律后果由本人承担。
学位论文作者签名：
2022 年 12 月 6 日
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学位论文作者签名：指导教师签名：
2022 年 12 月 6 日 2022 年 12 月 6 日 摘 要
如今信用卡作为我国居民使用最为广泛的消费支付工具，其本质是小额消
费授信，具有相对的普惠金融性质。特别是在疫情全球蔓延的情况下，信用卡
在一定程度上支持了人们相对紧张的现金流及日常应急需求，对稳定市场消费、
保障市场内循环都起到了至关重要的作用。但随着大数据时代的到来，传统的
银行经营管理模式已经无法有效地适应市场环境和无法满足日益多样化、个性
化的行业发展需求，银行传统的发展模式逐步开始被取代。因此，建构适应市
场变化和市场竞争格局，给客户提供高质量和个性化信用卡服务的营销策略对
于银行培育高度忠诚的客户也显得十分紧迫，为了达到上述目标，对信用卡营
销策略进行创新和运用显得尤为重要。
本文基于上述背景，选取了P 银行信用卡营销策略作为研究对象，探讨在
大数据背景下信用卡场景化营销策略改进问题。首先较为详尽的介绍了本课题
的科研背景和重要性，同时也针对本课题研究中的相关文献资料做了概括与总
结。其次对大数据金融背景下商业银行信用卡市场基础营销理论进行阐述，奠
定本课题撰写的理论基础。然后对 P 银行信用卡的营销现状与营销环境进行分
析，对 P 银行在信用卡业务营销过程中的不足之处进行分析和总结。提出优化
方案，根据STV 三角模型，从银行信用卡战略，银行信用卡策略和银行信用卡
价值 3 个主要方面给出了信用卡场景化、综合化的改进建议。希望能够为P 银
行信用卡业务营销策略的创新提供一些引导与参考。
文章主要聚焦线上化、场景化、综合化信用卡市场的新发展机遇，通过结
合市场环境反映出商业银行传统信用卡业务存在的创新不足、线上化推行困难、
客户体验不理想等原因，通过营销策略的改进优化将其运用到互联网时代背景
下信用卡新营销实践中。
：信用卡营销策略；场景化营销；综合化经营
IABSTRACT
A b s t r a c t
Nowadays, credit card, as the most widely used consumer payment tool in China,
is essentially a small amount of consumer credit and has relatively inclusive financial
characteristics. Especially with the global pandemic, credit cards have played a
critical role in stabilizing consumer spending and ensuring circulation within the
market by supporting people; s relatively tight cash flow and day- to- day emergency
needs. However, with the coming of the big data era, the traditional bank
management model has been unable to adapt effectively to the market environment
and meet the needs of increasingly diversified and personalized industries. Therefore,
it is very urgent for banks to cultivate highly loyal customers to construct marketing
strategies that adapt to market changes and market competition and provide high
quality and personalized credit card services to their customers.
Based on the above background, this paper chooses the credit card business of P
Bank as the research object and discusses the improvement of credit card marketing
strategy in the context of big data. Firstly, the research background and significance
of this topic are expounded in detail. At the same time, the related literature in this
research is summarized and summarized. Secondly, the basic marketing theory of
commercial bank credit card market under the background of big data finance is
expounded, and the theoretical foundation of this thesis is established. Then the
marketing situation and marketing environment of P Bank credit card are analyzed,
and the shortcomings of P Bank in the marketing process of credit card business are
analyzed and summarized. Based on the STV Triangle model, this paper puts forward
some suggestions for improving the visualization and synthesis of credit cards from
three aspects: bank credit card strategy, bank credit card strategy and bank credit card
value. Hope to be able to provide some guidance and reference for P Bank credit card
marketing strategy innovation.
This paper focuses on the new development opportunities of online, scene- based
and integrated credit card markets, and applies them to the new marketing practices of
credit cards in the internet era through the improvement of marketing strategies,
IIABSTRACT
combining the market environment to reflect the lack of innovation in traditional
credit card business of commercial banks, the difficulties in implementing online and
the unsatisfactory customer experience.
Key words: Credit card marketing strategy； Scenic marketing； Integrated operatio
III