如今,越来越多的人们选择少带甚至不带现金出门,更多的是采取手持信用卡刷

POS或通过信用卡进行网上支付的方式进行消费。随着自助银行和商家POS机的普及,

在很多个人支付业务中,信用卡支付已渐渐取代传统的现金支付。近年来,外资银行和

地方银行不断涌入,信用卡市场的竞争日趋呈现白热化状态。但千篇一律的信用卡产品

和营销手段,并未能成为银行信用卡营销的竞争优势。对商业银行而言,如何通过分析

并选择有质量的客户,提升信用卡的竞争优势,从而增加银行效益显得至关重要。

本研究采用的是问卷调查和定量分析相结合的方法,主要研究对象为中国商业银行

信用卡用户及潜在信用卡用户,通过访谈及发放问卷的方式,对客户选择信用卡的行为

过程进行研究。首先,文章对中外学者的消费者行为理论及研究成果进行简要阐述。其

次,简述目前中国信用卡市场的发展现状和信用卡基本概念、特征、功能。再根据消费

者行为学的理论依据,结合研究发放的调查问卷,提炼并分析影响客户选择信用卡的动

机、因素及消费行为决策过程。调查研究得出,客户在申请办理信用卡时的选择偏好与

人口特征有关。最后根据研究结论给出银行在信用卡营销时应采取的对策,如:树立自

身的品牌、拓宽营销渠道等。另外,商业银行还应该认识到的是,消费者行为是一个动

态的过程,银行也应该与时俱进,适时调整自身的产品及营销策略,才能在市场竞争中

立于不败之地。

关键词:银行;信用卡;消费者行为;营销策略

第II页
华东理工大学硕士学位论文

The Credit Card Marketing Research Based on Consumer Behavior

With B Bank J Sub Branch Credit Cards Business for Example

Abstract

Nowadays, more people choose to go out with less cashes or even without cashes, and

the more popular way is to take credit card in hand to brush POS machine or to pay online by

credit card. With the popularization of self-service banking and merchant POS machines in a

lot of personal payment services, credit card payment has gradually replaced the traditional

cash payment. In recent years, with foreign banks and local banks pouring, the credit card

market competition has increasingly shown a white hot state. However, the stereotyped credit

card products and marketing means fail to become a competitive advantage of bank credit

card marketing. For banks, it is critical how to analyze and select quality customers and

enhance the competitive advantage of credit cards so as to increase the bank benefits.

The study is conducted with the method of questionnaire survey and quantitative

analysis. The main research objects of this paper are the credit card users and the potential

ones of Chinese commercial banks. It surveys and interviews a certain amount of credit card

users by stratified random so as to research the behavior process how consumers choose a

credit card. First of all, the paper briefly describes the consumer behavior theory and research

results of the scholars at home and abroad. Secondly, it briefly describes the current

development status of Chinese credit card market and credit card's basic concepts,

characteristics and functions. Then, according to the theory of consumer behaviors,

combining with questionnaires this research distributed,the paper refines and analyzes the

motives and factors that influence consumers to choose a credit card and the decision-making

process of consuming behavior. The paper finds that the consumers' choice preference

applying for credit cards is related with demographic characteristics. Finally, according to the

conclusion of the study, the paper gives out measures that banks should take, such as

establishing bran, expanding marketing channels. In addition, the commercial banks should

also realize that consumer behavior is a dynamic process, the banks should also keep pace

with the times and timely adjust their own products and marketing strategies, so that they can

remain invincible in the market competition.

Keywords: Bank; Credit Card; Customer Behavior; Marketing Strategy