致谢
经过多次修改和完善，这篇毕业论文终于完工了，随着论文的完成，我的工
商管理学硕士生涯也就要结束了，伴随着硕士生涯的结束，我的学生生涯也要结
束了。回想这段学习时光感叹万千，硕士生涯让我认识了很多志趣相同的好友，
拓宽了眼界，提升并完善了自我，让我清楚的意识到只有不忘初心，坚持学习才
能进步，才能在社会的浪涛中处于优势，不被淘汰。
首先，我要感谢王锋老师。从选题、开题、到论文定稿，王锋老师花费大量
时间多次帮我修改与完善，在王老师的谆谆教导下，这篇论文才能够完工，在论
文的修改和完善中我受益良多，能遇到了这么认真负责的好老师，是我的荣幸，
在这里，向我的导师致以最衷心的感谢和祝福！
同时，感谢在 MBA学习和在毕业论文设计中给予过我鼓励和帮助的所有老
师、同学、朋友和同事们，还有支持我继续学习的父母和懂事的儿子，他们都是
我努力的动力。
大学本科毕业就到了离家和父母近的县城工作，刚到县城的时候作为本科大
学生受到单位领导的重视和照顾，过着没有压力的小城生活，并没有想到继续深
造。2016年随着银欧亿·体育（中国）有限公司竞争加剧，单位机构改革，部门人员裁剪，虽然由于年龄
和学历优势对我没有影响，但是这突然让我意识到了危机，让我意识到我需要继
续努力，才能不被社会淘汰，于是在我本科毕业第八年又回到我的母校，进行 MBA
学习深造，感谢中国矿业大学给予我深造学习的机会，让我再次体会了学习的满
足和快乐。
最后，对参加论文审核、答辩和对论文提出宝贵意见的所有老师和专家们表
示衷心的感谢！

摘要
经过 30多年的发展，中国信用卡欧亿·体育（中国）有限公司不断发展壮大，受理环境日趋完善。随
着互联网金融的不断渗透，信用卡账户和媒体都在发生变化，信用卡市场发展也
从初期的“跑马圈地”转向了存量客户的“精耕细作”。随着 2013年民间资本的
流入以及互联网金融的发展，银行在信用卡获客方面越来越难。目前，商业银行
面临的挑战和机遇都异乎寻常。
中国邮政储蓄银行成立 14年来，随着信用卡规模及信用卡种类的持续增多，
市场占有率不断增加。目前，金融市场都在分秒必争，银欧亿·体育（中国）有限公司想要扩张客户资源，
比以往需要更高的获取成本，并且在建设网络，扩大销售渠道和扩大分支机构方
面需要投入更多的金钱和人力，这种形式是对资源的挥霍。目前邮政储蓄银行的
零售及公司业务客户数量正在逐见端倪，客户数量众多，客户在银行的服务或者
产品较少，只有几种甚至只有一种，可以使用交叉营销的方法使用现有资源，降
低成本，并能从中获益良多。因此，为了提高邮政储蓄银行现有客户的交叉营销
效果，就需要找到适合邮政储蓄银行现状的交叉营销策略，为沛县邮储银行信用
卡业务高效长期发展奠定基础，并为其信用卡业务交叉营销效能的提升提供实践
经验和方法。
本文对邮政储蓄银行沛县支行信用卡业务的交叉营销策略进行了研究，在分
析了邮政储蓄银行沛县支行信用卡交叉营销的发展管理现状、内外部环境的基础
上，对邮政储蓄银行沛县支行的客户特征、信用卡产品特征，交叉营销策略现状
进行了详细的分析，通过 SWOT分析匹配适应邮政储蓄银行沛县支行信用卡业务
发展的战略模型，为营销策略的制定做了全面的分析工作。其次，运用实证分析
方法，构建白名单规模和信用卡发展水平的指标体系，运用回归方法对沛县邮储
银行白名单规模对信用卡业务发展的影响进行实证分析，证实白名单客户数量的
增多能提高信用卡业务发展水平；接着，针对信用卡使用人群的偏好因素用问卷
调查法进行了调查分析，发现推出符合消费者需要的信用卡产品及信用卡外拓营
销活动，是促进信用卡业务发展的重要因素。然后，提出了邮政储蓄银行沛县支
行信用卡的交叉营销存在的问题，包括客户信息数据库不完善、营销人员的素质
参差不齐、营销手段单一、宣传推广力度不足、营销激励机制不健全、交叉营销
过程中销售资源难以整合、获客渠道狭窄、需要改善信用卡用卡环境等。
最后，借鉴其他商业银行的先进经验，针对存在的问题，提出了邮政储蓄银
行沛县支行信用卡交叉营销策略改进的对策建议，以推动信用卡业务精细化、规
模化量质并举发展。
该论文有图 16幅，表 15个，参考文献 80篇。
关键词：信用卡；交叉营销；邮政储蓄银行沛县支行
I

Abstract
After more than 30 years of development, China's credit card industry has
continued to grow and develop, and the acceptance environment has become more and
more perfect. With the continuous penetration of Internet finance, changes are taking
place in credit card accounts and media, and the development of the credit card market
has shifted from the initial "staking out of the race" to the "intensive cultivation" of
existing customers. With the inflow of private capital and the development of Internet
finance in 2013, it has become increasingly difficult for banks to acquire credit card
customers. At present, the challenges and opportunities faced by commercial banks are
extraordinary.
Since the establishment of China Postal Savings Bank for 14 years, with the
continuous increase in the scale of credit cards and the types of credit cards, the market
share has continued to increase. At present, every second counts in the financial market.
If the banking industry wants to expand customer resources, it needs higher acquisition
costs than before, and it needs to invest more money and manpower in building
networks, expanding sales channels, and expanding branches. This form of It is a waste
of resources. At present, the number of retail and corporate business customers of Postal
Savings Bank of China is gradually emerging. There are a large number of customers,
and there are fewer services or products in the bank. There are only a few or even one.
You can use cross-marketing methods to use existing resources to reduce Cost, and can
benefit a lot from it. Therefore, in order to improve the cross-marketing effect of
existing customers of Postal Savings Bank of China, it is necessary to find a
cross-marketing strategy suitable for the current status of Postal Savings Bank of China,
laying the foundation for the efficient and long-term development of the credit card
business of Peixian Postal Savings Bank, as well as the cross-marketing effectiveness of
its credit card business. The promotion provides practical experience and methods.
This paper studies the cross-marketing strategy of the credit card business of the
Peixian branch of the Postal Savings Bank. Based on the analysis of the current
situation of the development and management of the credit card cross-marketing of the
Peixian branch of the Postal Savings Bank, the internal and external environment, the
Customer characteristics, credit card product characteristics, and current situation of
cross-marketing strategies are analyzed in detail. SWOT analysis is used to match the
strategic model that adapts to the credit card business development of the Postal Savings
Bank Peixian branch, and a comprehensive analysis is done for the formulation of
II
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