摘要
摘要
近年随着互联网金融趋势的发展，越来越多的银行信用卡中心在自建网络
营销团队的同时，也借助在大数据、互联网流量等方面掌握优势的外包服务商
开展信用卡新用户的线上导流合作，力图降低获客成本，提升新用户增长速度，
扩大用户覆盖面。A公司针对银行信用卡营销面临的成本高、增量难等现状，
依托自身技术团队、流量运营等优势开发出卡银家 APP，集合了多家银行信用
卡的申请通道，凭借独特的流量分发和裂变模式，专业为银行提供互联网获客
服务，满足了银行信用卡的线上获客的需求，在优化客户申卡体验的同时，也
为合作银行实现了发卡业绩的快速增长。
本文在国内外学者对信用卡营销的理论研究基础之上，明确银行借助互联
网渠道进行信用卡新用户获客利大于弊、机遇大于挑战，是行业发展的必然趋
势。同时采用市场调查和案例分析的方法，选取在信用卡外包服务行业相对领
先的 A公司为例，针对 A公司卡银家 APP的甲方和终端用户，进行需求和使
用体验的市场调研，并结合 PEST和 SWOT分析法，深度剖析了 A公司卡银家
APP的营销现状，指出 A公司营销策略存在的不足，提出了 A公司应当引入灵
活用工薪酬支付机制，完善智能化的机器人客服系统，筹建高度赋能的增长黑
客团队等营销策略优化建议。
本文的研究结果和方法，也可以适用于商业银行的信用卡互联网营销措施
改进，对各大互联网公司参与到与银行的信用卡营销合作，具有一定的借鉴意
义。
关键词：营销策略；信用卡营销外包；互联网营销；
III
ABSTRACT
ABSTRACT
In recent years, with the trend of Internet Finance, more and more bank credit
card centers not only build their own network marketing team, but also carry out
online diversion cooperation for new credit card users with the help of outsourcing
service providers who have advantages in big data and internet traffic, trying to
reduce customer acquisition costs, improve the growth rate of new users and expand
user coverage. Aiming at the current situation of high cost and difficult increment
faced by bank credit card marketing, relying on its own technical team, traffic
operation and other advantages, company A has developed card banking app, which
integrates the application channels of credit cards of many banks. With unique traffic
distribution and fission mode, company A specializes in providing Internet customer
service for banks, meets the needs of online customer acquisition of bank credit
cards, and optimizes the customer card application experience, It has also realized
the rapid growth of card issuing performance for cooperative banks.
Based on the papers of foreign and domestic experts on credit card marketing,
this paper makes it clear that the benefits of finding new credit card users by banks
through Internet channels, which is the inevitable trend of the development of the
industry. At the same time, using the methods of market research and case analysis,
this paper selects company A, which is relativelyleading in the credit card
outsourcing service industry, as an example, conducts market research on the
demand and use experience of card banking app, deeply analyzes the marketing
status of card banking app in combination with PEST and SWOT analysis, and
points out the shortcomings of marketing strategy, and proposed that company A
should introduce flexible employment and salary payment mechanism, improve the
intelligent robot customer service system in order to improve the marketing strategy.
Key Words: Marketing strategy;Credit card marketing outsourcing;Internet
marketing
IV
目录
目录
第 1章绪论....................1
1.1研究背景及意义...............1
1.1.1研究的背景................. 1
1.1.2研究的意义................. 1
1.2国内外研究现状...............2
1.2.1信用卡营销相关概念研究现状............. 2
1.2.2信用卡营销相关概念的国内研究现状............... 3
1.2.3研究现状评述.................... 4
1.3研究思路与方法...............5
1.3.1研究思路..................... 5
1.3.2研究方法..................... 6
1.4创新与不足................7
1.4.1创新之处..................... 7
1.4.2不足之处..................... 7
第 2章相关概念界定和基础理论..............8
2.1相关概念界定..................8
2.1.1信用卡.................. 8
2.1.2信用卡中心................. 8
2.1.3信用卡外包................. 9
2.1.4信用卡互联网分销平台.................. 9
2.2相关基础理论.................10
2.2.1市场定位STP理论.................10
2.2.2差异化营销理论.............. 10
2.2.34Ps理论...................10
2.2.4SWOT分析法....................11
2.2.5PEST分析法....................11
2.2.6增长黑客理论.................. 11
第 3章 A公司卡银家 APP营销现状..............12
3.1A公司概况.....................12
3.1.1A公司简介.................... 12
3.1.2组织架构................... 14
3.2卡银家APP产品简介...................15
3.2.1卡银家APP开发背景及定位.............. 15
3.2.2卡银家APP功能板块.............18
3.2.3卡银家APP盈利模式.............20
3.2.4卡银家APP营销策略.............22
3.3卡银家APP营销效果市场调查.................24
3.3.1银行端用户满意度访谈................ 24
3.3.2用户端满意度市场调查................ 30
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