本科论文摘 要在现代经济发展过程中，商业银行涉及业务越来越广，信用卡作为一种信贷和支付结算工具，具有资本占用率低、回报率高的特点，因此成为各大商业银行的利润增长点。在当前和未来，信用卡作为重要的消费支付工具，未来发展空间巨大。在此背景下，研究商业银行信用卡营销策略的改进措施具有非常重要的实践意义。本文用中国农业银行作为例子，信用卡营销研究为中心问题，首先分析农业银行信用卡营销模式状况及存在哪些问题，指出信用卡在产品创新、市场定位等方面的不足；其次运用 PEST 分析法从宏观环境对农业银行信用卡所处环境进行分析，运用 SWOT 分析法对农业银行信用卡业务的优势、劣势、机会和威胁进行分析，进一步运用 STP 战略来对农业银行信用卡业务进行市场细分和定位；最后运用营销组合战略，确定适合农业银行信用卡业务的营销策略。关键词：中国农业银行，信用卡，营销策略本科论文AbstractIn the process of modern economic development, commercial banks are involved in more and more business. As a kind of credit and payment settlement tool, credit card has the characteristics of low capital occupancy rate and high return rate, so it has become the profit growth point of major commercial banks. At present and in the future, as an important tool of consumer payment, credit card has a huge development space in the future. In this context, it is of great practical significance to study the improvement measures of credit card marketing strategies of commercial banks.Taking Agricultural Bank of China as an example, this paper focuses on the research of credit card marketing. Firstly, it analyzes the status of credit card marketing mode and existing problems of Agricultural Bank of China, and points out the shortcomings of credit card in product innovation and market positioning. Secondly, PEST analysis is used to analyze the environment of credit card of Agricultural Bank of China from the macro environment, SWOT analysis is used to analyze...
