中文摘要
随着中国金融市场对外资开放，中国的银欧亿·体育（中国）有限公司面临着日益严峻的挑战，具有丰厚
利润回报的信用卡业务已然成为中外金融机构的竞争焦点。作为国内信用卡的领先品
牌，A 银行信用卡发卡量突破4200万张，A 银行信用中心是业内最早配备市场商务营
销团队的银行，至今仍然是欧亿·体育（中国）有限公司中信用卡商务营销从业人员数量最多，业务种类最为
齐全的团队。面对如今复杂而多变的信用卡市场环境，A 银行应该采用何种营销策略
呢本文首先探讨了相关的营销战略理论，然后分析了我国信用卡市场发展现状和 A
银行信用卡业务现状，用了较大篇幅分析了 A 银行信用卡营销策略的情况，并指出
了其中存在产品定位、个性化产品服务、品牌形象、传播等方面的问题，提出了完善
A 银行信用卡营销策略的对策及建议。

目前我国信用卡市场还处于高速发展时期，市场上各大银行的信用卡产品种类繁
多，但是真正具有强大优势的信用卡产品非常少。A 银行应秉承服务创造价值的理念，
以客户为导向，以创新促进发展，不断完善境内外持卡人服务体系，根据这一营销目
标，A 银行目前的信用卡营销战略应定位于“品牌化”的营销战略，通过品牌、服务、
功能升级努力提升信用卡市场的影响力，提高产品竞争力、客户满意度，加强风险控
制能力，打造 A 银行信用卡业务的市场竞争力。

关键词：信用卡；营销策略；个性化产品；品牌化战略
作 者：谢 添
指导教师：钟旭东
Abstract
As china39;s financial market open to foreign investment, china 39;s banking sector is
facing increasingly serious challenges, with a handsome profit of credit card business has
become the focus of competition between chinese and foreign financial institutions. As a
leading brand of domestic credit card, A bank credit card issuing quantity to break through
42000000, A bank credit center is the earliest commercial banks with market marketing
team, still is the industry of credit card number of business marketing practitioners are
most, the most complete team for the type of business. Now the face of the complex and
changeful market environment A credit card, bank should use what kind of marketing
strategy This paper discusses the related theory of marketing strategy, and analysis of
china39;s credit card market development status and A bank credit card business situation,
with a greater length of A bank credit card marketing strategy, and it is pointed out that the
existing product positioning, personalized products and services, brand image,
communication problems, put forward countermeasures and suggestions of A bank credit
card marketing strategy.
At present, china39;s credit card market is in a period of rapid development, the market
of each big bank credit card product variety, but the real has strong advantages of credit
cards is very small. A bank should uphold the service creates value, customer oriented,
promote development through innovation, and constantly improve the domestic
cardholders system, according to the marketing target, A current bank credit card
marketing strategy should be defined in thebrandmarketing strategy, improve the
credit card market through the brand influence, service, upgrade, enhance the
competitiveness of products, customer satisfaction, strengthen risk control ability, build A
bank credit card business market competitiveness.
Keywords：Credit Card; Marketing Strategy; Personalized Product; Brand Strategy
Written by: Xie tian
Supervised by: Zhong xu dong