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摘要
作为银行吸纳优质客户和创造利润的重要来源，信用卡在商业银行零售业务转型发
展中发挥着举足轻重的作用。另外，随着人们生活水平的日渐提高，消费金融发展迅猛，
信用卡业务也迎来了新的发展机遇。如何使得信用卡营销更加高效成为摆在各家商业银
行面前的重要课题。邮储银行元氏支行自 2008年开始发展信用卡业务，随着元氏县辖
区内商业银行对信用卡市场的激烈争夺以及京东白条、蚂蚁花呗等第三方支付的潜在威
胁，元氏邮储银行信用卡业务面临着巨大挑战。
本文采用案例研究法和文献欧亿·体育（中国）有限公司法对邮储银行元氏支行信用卡营销业务进行分析
研究，以邮储银行元氏支行为研究对象，以市场营销学中经典的 STP理论、4P理论及
SWOT分析法为理论基础，以相关企业数据及持卡用户问卷调查结果为数据支撑，遵循
“发现问题-分析问题-解决问题”的研究思路，分析邮储银行元氏支行在信用卡市场营
销中存在的同质化问题，探究出适合其信用卡业务发展的差异化营销策略。
文章首先对商业银行信用卡差异化营销方面的文献进行梳理总结，展现出具有参考
价值的研究成果，为后续研究奠定理论基础；其次，介绍了邮储银行元氏支行信用卡营
销的基本情况并运用 SWOT分析法对信用卡营销业务进行分析并找出其在客户划分、
产品、价格、渠道及促销方面存在的问题，包括客户细分程度不足、产品同质化严重、
价格设定较单一、营销渠道缺乏创新、促销方式不够多元化；再次，运用 STP理论及
4P理论提出邮储银行元氏支行实施差异化营销的策略，具体包括目标市场差异化、产
品功能差异化、价格水平差异化、营销渠道差异化、促销方式差异化；最后，针对人才
队伍建设、加强服务质量及强化风险控制方面提出相关保障措施。
关键词：信用卡；邮储银行元氏支行；同质化；差异化营销
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Abstract
As an important source for banks to attract high-quality customers and create profits,
credit cards play a pivotal role in the transformation and development of commercial banks'
retail business. In addition, with the improvement of people's living standards and the
vigorous development of consumer finance, the credit card business has also ushered in new
development opportunities. How to make credit card marketing more efficient has become an
important issue for commercial banks. Yuanshi Branch of Postal Savings Bank of China
began to develop credit card business in 2008. With the fierce competition of commercial
banks in the credit card market and the potential threat of third-party payment such as
Jingdong Baitiao and Ant Huabei, The credit card business of Yuanshi Branch of Postal
Savings Bank of China is facing Great challenge.
This paper uses the case study method and the literature method to analyze and study the
credit card marketing business of the Yuanshi Branch of Postal Savings Bank of China . This
paper takes the Yuanshi Branch of Postal Savings Bank of China as the research object, takes
the classic STP theory, 4P theory and SWOT analysis method in marketing as the theoretical
basis, and is supported by the relevant enterprise data and the results of the questionnaire
survey of cardholders. "Problem-Analysis-Problem-Solution", analyzes the homogeneity
problem in the credit card marketing of the Yuanshi Branch of Postal Savings Bank of China ,
and explores a differentiated marketing strategy suitable for the development of its credit card
business.
The article firstly summarizes the literature on the differentiated marketing of
commercial bank credit cards, showing the research results with reference value, and laying a
theoretical foundation for the follow-up research; secondly, it introduces the basic situation of
the Yuanshi Branch of Postal Savings Bank of China and uses the SWOT analysis method to
analyze the research results. Analyze the credit card marketing business and find out its
problems in customer segmentation, products, prices, channels and promotions, including
insufficient customer segmentation, serious product homogeneity, relatively single price
setting, lack of innovation in marketing channels, and promotions methods are not diversified
enough; thirdly, using the STP theory and the 4P theory, it proposes the strategy of
implementing differentiated marketing for the Yuanshi Branch of Postal Savings Bank of
China , including target market differentiation, product function differentiation, price level
differentiation, marketing channel differentiation, and promotion differentiation; finally, put
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