“互联网+”金融环境下中国银行信用卡营销创新研究摘要：近年来，随着中国经济的迅猛发展，中国居民的可支配收入也随之迅速增长，再加上“互联网+”金融浪潮的冲击，中国居民的消费观念己经从以前的“重储蓄与轻消费”，逐步转变为现在的“先消费与后还款”，毫无疑问，这几个方面的变化都将极大的促使信用卡的需求不断的增加。随着金融产品的更新迭代，例如阿里巴巴的妈蚁花呗、京东的白条、腾讯的微粒贷等新型支付方式的出现，让竞争的态势愈演愈烈，己经不可避免的成为一片“红海”。面对如此激烈的市场竞争，商业银行的信用卡营销创新迫在眉睫。基于以上背景，本论文将以金融创新理论、4P营销理论等理论为基础，剖析中国银行以及国内其它商业银行的信用卡业务营销现状和营销环境，指出中国银行信用卡营销的主要问题，浅析其问题出现的原因，并对中国银行信用卡营销策略的创新提出可行性的建议，使其更好的适应“互联网+”时代。关键词：“互联网+”金融：信用卡：营销创新：营销策略Research on credit card marketing innovation of bank ofChina under "Internet plus"financial environmentAbstract:In recent years,with the rapid development of the Chinese economy,the disposable incomeof Chinese residents has also increased rapidly.Coupled with the impact of the "Internet plus"financialwave,the consumption concept of Chinese residents has changed from the previous "Consumption"hasgradually changed into the current "consumption first and repayment later".There is no doubt that thesechanges will greatly promote the continuous increase in the demand for credit cards.With the updated iteration of financial products,such as the emergence of new payment methodsAlibaba ants spend chant,Jingdong IOUs,Tencent particles loans,so that the competitive situationintensified,the inevitable has become a "Red Sea."In the face of such fierce market competition,commercial bank credit card marketing innovation is imminent.Based on the above background,this paper will be of financial innovation theory,theory of 4Pmarketing theory,the paper analyzes the Bank of China and other domestic commercial bank's creditcard business marketing status and marketing environment,the Bank of China pointed out that the mainproblem of credit card marketing,analysis of the causes of its problems,It also made feasiblesuggestions on the innovation of the Bank of China's credit card marketing strategy to adapt it to the"Internet"era.Keywords:"Internet plus"Finance:Credit Cards:Marketing Innovation:Marketing Strategies目录第1章绪论…11.1研究背景和意义…11.1本论文的背景分析.11.1.2本论文的研究意义1.2.1国内研究.21.2.2国外研究…21.3课题研究方法和内容…1.3.1研究方法.31.3.2研究的基本内容与拟解决的主要问题.…第2章理论基础.52.1金融创新理论52.24P营销理论.2.3PEST分析法…第3章中国银行信用卡的营销现状…63.1国内商业银行的信用卡业务营销现状63.2国内商业银行信用卡营销环境分析.93.2.1政治环境分析93.2.2经济环境分析…3.2.3社会环境分析.123.2.4技术环境分析.…3.3中国银行营销现状15第4章中国银行信用卡营销问题及原因分析…184.1中国银行信用卡营销主要问题…184.2中国银行信用卡营销问题分析..184.2.1产品创新不足，同质化严重…184.2.2营销渠道渐较为单一、效率低下，线上线下融合度有待提升.184.2.3促销方式吸引力不足，营销活动少19第5章中国银行信用卡营销创新策略.205.1创新信用卡产品，产品个性化设计.…5.2创新营销渠道，线上线下相融合2053创新促销方式，提高社会认可度…参考文献：.2324