摘要
经过几十年的发展,国内信用卡业务的市场规模、网络建设、配套服务取得
了惊人的成绩,无论是广告和促销、服务和产品创新还是服务定位与系统营销等
不断突破。随着市场的变化,市场营销的理论也从最开始的STP理论、4Ps理论,
逐渐向4Cs理论以及最新的4Rs理论转变,以往的以企业为中心、以市场为中心
的营销理论不能再支持现有的信用卡营销。同时,国内的信用卡业务进入了白热
化的竞争阶段。在面对同质化严重、泛滥开卡、风险监控不足等问题时,当前的
营销理论和营销模式己经不能再带来业务新的增长和突破。
为了打破局面,必须寻找新的营销模式和方法。本文首先对现有信用卡营销
过程中遇见的问题进行分析,并总结出了资源整合化、渠道专业化、营销互联网
化、需求个性化是信用卡业务逐渐呈现的几个趋势;然后借助最新的商业模式和
技术手段,结合多年一线的信用卡营销经验,对商业银行的信用卡营销模式、策
略、渠道上提出新的见解和办法,并以4Rs理论为框架提出了一套创新的信用卡
营销模式-基于020的信用卡“互联网+”营销模式。该模式在关联策略、响应策
略、关系策略和回报策略四个方面都有着不同于当前营销模式的特点和方法,并
具有良好的可操作性和可复制性。
为了验证该模式的效果,以GD银行某分行为例,基于该分行信用卡业务的真
实情况以及分行资源分配和营销策略,针对性的制定了一套可行的营销组合方案。
在实施一年以后,对比该行信用卡业务的近三年数据,可以明显看出新模式营销
效果,对市场占有率和口碑都有了明显的改善。
本文以信用卡营销为立足点,大胆创新,结合最新的商业模式和技术,提出
了新的营销策略和方案,为更好地创新和发展信用卡业务,提出了一些自己的思
考和见解,具有一定借鉴意义。
关键词:020;“互联网+”;信用卡营销;营销策略
1 Abstract
After decades of development,the scale,the network construction and the
supporting services of domestic credit card business market have made remarkable
achievements. For example, advertising and promotion,service and product innovation,
service orientation and system marketing is in constant breakthroughs. Along with this
changes of domestic credit card business market, the theory of Marketing Management
is also changed, Theory STP? Theory 4Ps5 Theory 4Cs and the newest Theory 4Rs
Theory. The theory company-centric or market-centric cannot support marketing as well
as before. At the same time, the domestic credit card business is in a hot competition.
Face with the severe homogeneity, flooding of opening card and the inadequate risk
monitoring, current theory and Pattern cannot bring new business growth and
breakthrough.
In order to break the situation, looking for new marketing Patterns and methods.
Fist, Analysis of the existing problems in the process of credit card marketing 5the credit
card business are showing characteristics of resources integration, the channel
specialization, Internet marketing and personalized needed were summed up. Then with
the latest business models and technical means,combined with many years of credit
card marketing experience, the commercial bank credit card marketing model, strategy,
channels, put forward new ideas and methods. Based on the marketing theory 4Rs,
which is customer-oriented, an innovative credit card marketing pattem-an credit card
marketing model on account of Intemet+ and 020. With the description of the theory
from the aspects of correlative strategy, response strategy, relationship strategy and
Return Strategy, it will show that the theory is feasible and advanced.
In order to verify the effect of this pattern, it will take a branch of GD bank as an
example, based on the actual circumstances of the credit card business and its resource
allocation and marketing strategy,targeted to develop a set of feasible marketing
combination plan. After the implementation of one year, compared to the data of the
bank credit card business in recent three years, it analyzes the marketing effect, and
provides some suggestions for improvement.
Taking the credit card marketing as foothold, and in the combination with
innovation and the latest business models and technology, this thesis put forward the
new marketing strategies and plans. For better innovation and development of the credit
2 card business, it raises some personal thinking and ideas which has certain reference
significance.
Keywords:020;InterNet +;Credit card marketing; Marketing Strategy
3
1引言
1引言
1.1研究背景及选题意义
经过了几十年的发展,信用卡在市场营销、增值服务以及团队建设方面都得
到了迅猛的发展。随着信用卡业务规模的快速扩大,信用卡营销逐步形成产业经
济。无论是国有银行、股份制银行、城商行还是外资机构都开始在国内的信用卡
市场攻城掠地,信用卡已经成了各银行发展和竞争的重要焦点,这也导致了国内
信用卡同质化竞争的白热化。更为重要的是,这也促使了信用卡产品更加细分,
并向着多样化的方向发展,而信用卡功能则向多领域和全方位进步?。
伴随着信用卡业务的发展,信用卡营销也非一蹴而就。各家银行一直不断进
行市场调研分析、市场预测、制定和调整目标、战略和计划、执行方案。而且在
这一过程中,同质化竞争严重、营销

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