中国银行宁波市分行信用卡发展战略研究
发布时间：2019-02-09 18:52
【摘要】：在总结回顾中国银行宁波分行信用卡业务发展历程的基础上，本文深入分析了中国银行宁波分行自身的优势、劣势、机会和挑战，并提出了相应的发展战略以及保障措施。 中国银行宁波分行信用卡业务发展大体经历了四个历史性发展阶段：市场垄断阶段（1988年-1998年）、整合调整阶段（1998年-2006年）、跑马圈地阶段（2007年-2011年），精耕细作阶段（2012年-至今）。 通过SWOT分析，笔者归纳出中国银行宁波分行存在的优势有：1、品牌形象突出；2、市场份额领先；3、产品品种齐全；4、定价机制灵活；5、组织架构完善；6、跨境优势明显；7、行内资源丰富等，劣势有：1、客户基础不强；2、手续费收入增长不力；3、目标族群定位不明；4、营销宣传不到位；5、服务创新不足；6、国际卡优势不明显；7、行内资源利用不充分；8、分期业务潜力挖掘不够等，机遇有：1、国家经济保持快速增长;2、城镇化带来巨大消费潜力;3、刷卡受理环境得到改善；4、公众持卡用卡意识越来越深入；5、个人经济生活全球化趋势越来越明显；6、金融IC卡等新技术越来越普及；7、信用卡案防能力越来越强大等，挑战有：1、刷卡手续费率大幅下调；2、宁波市场信用卡卡量已趋饱和；3、信用卡创意容易被复制；4、经济下行趋势下信用风险管控压力加大；5、宁波市场信用卡行业竞争激烈等。 正是基于上述的分析，笔者创新性地提出了六项战略举措：1、努力打造“内外兼顾”的品牌形象2、全面落实量质并举的经营理念3、重点开发“都市白领、中小企业主、民生金融消费者”等目标市场4、积极倡导高效营销观念5、充分发挥联动营销功效6、强力推进分期付款业务等。文章的最后，笔者凭借多年的信用卡管理工作经验，，提出了战略实施的措施保障。
[Abstract]:On the basis of summarizing and reviewing the development of credit card business in Ningbo Branch of Bank of China, this paper analyzes the advantages, disadvantages, opportunities and challenges of Ningbo Branch of Bank of China, and puts forward the corresponding development strategy and safeguard measures. The development of credit card business in Ningbo Branch of Bank of China has experienced four historical stages: market monopoly stage (1988-1998), integration and adjustment stage (1998-2006), racetrack stage (2007-2011). Intensive farming stage (2012-present). Through SWOT analysis, the author concludes that the advantages of Ningbo Branch of Bank of China are as follows: 1, outstanding brand image; 2, leading market share; 3, complete products; 4, flexible pricing mechanism; 5, perfect organizational structure; 6, the cross-border advantage is obvious; 7, the industry is rich in resources, the disadvantages are: 1, the customer base is not strong; 2, the fee income growth is weak; 3, the target ethnic group position is unclear; 4, the marketing propaganda is not in place; 5, the service innovation is insufficient; 6, the advantage of international card is not obvious, 7, the utilization of resources in the industry is not sufficient; 8, the potential of phased business is not enough, the opportunities are: 1, the rapid growth of the national economy; 2, urbanization brings huge consumption potential; 3, the credit card acceptance environment has been improved; 4, the awareness of the public holding cards is getting deeper and deeper; 5, the globalization trend of personal economic life is becoming more and more obvious; 6, financial IC card and other new technologies are becoming more and more popular; 7, the ability of preventing credit card cases is becoming more and more powerful, the challenges include: 1, the charge rate of credit card printing is greatly reduced; (2) the amount of credit card in Ningbo market has become saturated; (3) credit card originality is easy to be copied; (4) the pressure of credit risk control is increased under the downward trend of economy; and (5) the competition of credit card industry in Ningbo market is fierce. It is based on the above analysis, the author creatively put forward six strategic measures: 1, strive to create a "both internal and external" brand image 2, the overall implementation of both quantitative and qualitative business philosophy 3, focus on the development of "urban white-collar, small and medium-sized business owners," Minsheng financial consumers, and other target markets, actively advocate efficient marketing concept 5, give full play to the effectiveness of linked marketing 6, strong promotion of installment payment business and so on. At the end of the article, the author puts forward the measures to ensure the implementation of the strategy by virtue of many years of experience in credit card management.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2
本文编号：2419285
[Abstract]:On the basis of summarizing and reviewing the development of credit card business in Ningbo Branch of Bank of China, this paper analyzes the advantages, disadvantages, opportunities and challenges of Ningbo Branch of Bank of China, and puts forward the corresponding development strategy and safeguard measures. The development of credit card business in Ningbo Branch of Bank of China has experienced four historical stages: market monopoly stage (1988-1998), integration and adjustment stage (1998-2006), racetrack stage (2007-2011). Intensive farming stage (2012-present). Through SWOT analysis, the author concludes that the advantages of Ningbo Branch of Bank of China are as follows: 1, outstanding brand image; 2, leading market share; 3, complete products; 4, flexible pricing mechanism; 5, perfect organizational structure; 6, the cross-border advantage is obvious; 7, the industry is rich in resources, the disadvantages are: 1, the customer base is not strong; 2, the fee income growth is weak; 3, the target ethnic group position is unclear; 4, the marketing propaganda is not in place; 5, the service innovation is insufficient; 6, the advantage of international card is not obvious, 7, the utilization of resources in the industry is not sufficient; 8, the potential of phased business is not enough, the opportunities are: 1, the rapid growth of the national economy; 2, urbanization brings huge consumption potential; 3, the credit card acceptance environment has been improved; 4, the awareness of the public holding cards is getting deeper and deeper; 5, the globalization trend of personal economic life is becoming more and more obvious; 6, financial IC card and other new technologies are becoming more and more popular; 7, the ability of preventing credit card cases is becoming more and more powerful, the challenges include: 1, the charge rate of credit card printing is greatly reduced; (2) the amount of credit card in Ningbo market has become saturated; (3) credit card originality is easy to be copied; (4) the pressure of credit risk control is increased under the downward trend of economy; and (5) the competition of credit card industry in Ningbo market is fierce. It is based on the above analysis, the author creatively put forward six strategic measures: 1, strive to create a "both internal and external" brand image 2, the overall implementation of both quantitative and qualitative business philosophy 3, focus on the development of "urban white-collar, small and medium-sized business owners," Minsheng financial consumers, and other target markets, actively advocate efficient marketing concept 5, give full play to the effectiveness of linked marketing 6, strong promotion of installment payment business and so on. At the end of the article, the author puts forward the measures to ensure the implementation of the strategy by virtue of many years of experience in credit card management.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2
【参考文献】
相关期刊论文 前3条
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3 邹小芳;;我国商业银行信用卡业务存在的问题及对策分析[J];中外企业家;2011年22期
本文编号：2419285
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