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摘要
在收入水平逐渐提升的情况下，越来越多的人接受并热衷于提前消费，这也成为我国商
业银行信用卡业务迅猛发展的先决条件。各大商业银行聚焦信用卡业务，将零售业务转型定
位在信用卡业务上，从物力、人力、财力多个角度加大投入力度，推动信用卡业务发展。然
而从信用卡市场现状来看，信用卡营销经历了旺盛期之后，正处于增速放缓的阶段，各商业
银行在营销过程中突显出信用卡分期费率高、定价方式不合理、产品同质化严重等问题，对
于信用卡市场发展非常不利。因此探索信用卡市场营销问题，切中消费者需求与市场发展规
律，优化信用卡营销策略，已经成为各商业银行信用卡业务持续稳定发展必须面对的问题。
本文从市场细分的角度出发，采用文献研究法、案例研究法、数据分析法对 FY农行信
用卡营销进行多角度分析。通过分析国内外关于信用卡营销的相关研究成果，丰富理论知识，
基于 4P营销理论和 STP理论对 FY农行信用卡产品、价格、营销渠道、促销方式等进行分析，
从而掌握该银行信用卡营销实际情况。根据 FY农行信用卡营销现状，并通过 PEST和SWOT
对营销环境进行综合分析，经过研究总结出该银行信用卡营销存在产品功能设置不合理、产
品价格竞争力不强、营销渠道效率低、营销手段单一等问题。建议 FY农行从市场细分的角
度出发对信用卡营销策略进行优化，可以从从产品、价格、渠道、促销四个方面进行优化。
通过本文的研究，为 FY农行信用卡营销策略优化提供参考，同时也能够促使 FY农行提高信
用卡营销能力，具有一定现实意义。
关键词：STP市场细分，信用卡营销，营销环境
I
Abstract
With the gradual increase in income levels, more and more people accept and are keen to
consume in advance, which has also become an important foundation for the rapid development of
the credit card business of commercial banks in China. Major commercial banks focus on the credit
card business, positioned their retail business transformation in the credit card business, and
increase their investment from the perspectives of material, manpower, and financial resources to
promote the development of credit card business. However, from the perspective of the current
situation of the credit card market, after the prosperous period of the credit card marketing, the
growth rate is slowing down. In the process of marketing, commercial banks have appeared several
problems: the high credit card installment rates, unreasonable pricing methods, and homogenous
products and so on. These Serious problems are very detrimental to the development of the credit
card market. Therefore, exploring credit card marketing issues, meeting consumer needs and market
development laws, and optimizing credit card marketing strategies have become issues that
commercial banks must face for the sustained and stable development of credit card business.
From the perspective of market segmentation, this research used literature research, case study,
and data analysis to analyze the credit card marketing of FY Agricultural Bank of China. By
analyzing the relevant research results on credit card marketing at home and abroad to enrich the
theoretical knowledge, and analyzing the credit card products, prices, marketing channels, and
promotion of FY Agricultural Bank of China based on 4P marketing theory and STP theory, this
research acquires the actual situation of credit card marketing of the bank. According to the current
situation of FYAgricultural Bank’s credit card marketing, and through a comprehensive analysis of
the marketing environment by PEST and SWOT, it is concluded that the bank’ s credit card
marketing has unreasonable product function settings, weak product price competitiveness, low
marketing channelefficiency, and singlemarketing methods. Itis recommendedthat FY
Agricultural Bank optimize the credit card marketing strategy from the perspective of market
segmentation, which can be optimized from four aspects: product, price, channel, and promotion.
This research provides a reference for the optimization of FY Agricultural Bank’s credit card
marketing strategy, and can also promote FY Agricultural Bank to improve its credit card marketing
capability from the practical value.
Key words: market segmentation, credit card marketing, marketing environment
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