中国银行A支行信用卡客户持卡用卡状况调研

发布时间：2018-03-13 02:10

本文选题：中国银行　切入点：信用卡　出处：《辽宁大学》2015年硕士论文　论文类型：学位论文

【摘要】：信用卡是发卡机构主要是商业银行等金融机构向个人和单位发放的,可以在特约商户消费、支付以及向银行存取现金,具有消费信用的卡片。信用卡是一种非现金的支付方式,具有先消费后还款的功能,是商业银行提供给用户的一种小额信贷支付工具。发卡银行通过信用卡的消费额度来向客户提供小额消费信贷,在增强客户消费能力的同时,刺激了客户的消费需求,进而促进经济快速发展。因此,商业银行的信用卡业务在刺激消费和推动经济发展方面发挥了不可小觑的作用。从1985年3月,中国银行珠海市分行发行了我国第一张信用卡即中银卡至今,我国商业银行信用卡业务经过近30年的发展已经具有相当的规模。随着发卡量的快速增长,各家商业银行越来越注重发卡的质量,更加注重信用卡服务水平的提高。而且各银行为了抢占市场份额,不断推出新的信用卡产品,如联名卡。经过这些年的大力发展,信用卡业务已经成为商业银行零售业务中不可或缺的组成部分,成为了商业银行利润来源之一,对商业银行的经营起着举足轻重的作用。虽然我国信用卡发展迅速,各大商业银行也不断加大对信用卡业务的投入,但是各银行信用卡业务重点还放在发行环节,却忽视了信用卡的品牌建设和服务品质的提升。由于信用卡业务是商业银行最重要的零售业务之一,面对日益激烈的市场竞争加剧和客户不断变化的需求,商业银行应该转变竞争模式和业务发展方向。中国银行作为历史最悠久的国有大型商业银行,也是我国第一家发行信用卡的银行。具有百年历史的中国银行有雄厚的资本实力,品牌价值高,经营理念先进,国际化程度高等先天优势,因此在开展信用卡业务时较其他银行具有较大优势。但是,中国银行的信用卡业务业绩,与其在金融市场的地位并不相匹配。因此必须抓住契机,从客户需求出发,改进开展信用卡业务的策略,成为国内信用卡业务的领跑者。本文采用问卷调研的方法,对中国银行A支行信用卡客户持卡用卡状况进行调研,具体是通过对前来中国银行A支行办理业务的客户进行调查问卷,调查中国银行A支行信用卡客户对信用卡了解情况、客户办卡渠道动机、客户用卡情况、客户用卡环境并发现其中存在的问题,通过对问题的分析,进而从加强信用卡宣传推广工作、推动客户用卡消费和改善客户用卡环境等方面提出改进中国银行A支行信用卡客户持卡用卡状况的对策建议。
[Abstract]:Credit cards are cards issued to individuals and units by credit card issuers, mainly commercial banks and other financial institutions. They can consume, pay and deposit cash from special businesses and banks. They have consumer credit cards. Credit cards are a non-cash payment method. With the function of first consumption and then repayment, it is a kind of micro-credit payment tool provided by commercial banks to users. Card issuing banks provide micro-consumption credit to customers through the consumption quota of credit cards, which enhances the consumers' consumption ability at the same time. Thus, the credit card business of commercial banks has played an important role in stimulating consumption and promoting economic development. The Bank of China Zhuhai Branch issued the first credit card in China, the Bank of China card. After nearly 30 years of development, the credit card business of commercial banks in China has already had a considerable scale. With the rapid growth of the number of cards issued, Commercial banks are paying more and more attention to the quality of credit card issuance and the improvement of credit card service level. Moreover, in order to seize market share, banks continue to introduce new credit card products, such as joint credit cards. After these years of vigorous development, Credit card business has become an indispensable part of the retail business of commercial banks, has become one of the profit sources of commercial banks, and plays an important role in the management of commercial banks. Major commercial banks are also increasing their investment in credit card business. However, the credit card business of various banks is still focused on issuing links. Because credit card business is one of the most important retail business of commercial banks, facing the increasingly fierce market competition and the ever-changing demand of customers, the credit card business has neglected the brand building and the improvement of service quality of the credit card, because the credit card business is one of the most important retail business of the commercial banks. Commercial banks should change their competitive mode and business development direction. As the oldest large state-owned commercial banks, the Bank of China is also the first bank in China to issue credit cards. The bank of China, which has a history of 100 years, has strong capital strength. The brand value is high, the management idea is advanced, the degree of internationalization is high, so the credit card business has more advantages than other banks. However, the credit card business performance of Bank of China, Therefore, we must seize the opportunity to improve the strategy of developing credit card business in order to become the leader of domestic credit card business. To investigate the status of credit card holders in Bank of China A Branch, specifically through the survey of customers who come to Bank of China A Branch to conduct business, to investigate the credit card situation of Bank of China A credit card customers. Through the analysis of the problems, the motivation of the channel, the situation of the customer, the environment of the customer using the card and the problems found in it, the promotion of the credit card will be strengthened from the point of view of strengthening the promotion of the credit card. Some suggestions are put forward to improve the status of credit card holding in Bank of China A Branch from the aspects of promoting the consumption of customer's card and improving the environment of customer's credit card.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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