黑龙江省建行银行卡业务发展策略研究

发布时间：2018-03-31 12:00

本文选题：建设银行　切入点：银行卡业务　出处：《哈尔滨工业大学》2015年硕士论文

【摘要】：银行卡是商业银行现代化支付结算体系的核心产品之一,自我国80年代发行以来,一直保持了高速的发展。近年来,随着信息化和网络化的发展,金融监管逐步放松,跨业经营、混业经营、民营银行开设都已经深入实施,互联网金融的蓬勃发展和第三方支付的高速崛起,使商业银行面临着前所未有的冲击和压力,银行卡产品的支付结算地位受到挑战,金融环境的快速变化将使银行卡市场竞争更加激烈。从省内经济发展环境看,当前黑龙江省政府高度重视民生服务,积极布局实施国家的“一带一路”和“互联网+”战略,促进经济快速发展,这为银行卡发展带来了机遇。黑龙江省建行多年来致力于银行卡业务发展,以龙卡为主打品牌,在市场上享有较高声誉,龙卡产品一直在同业处于领先地位,但是目前的发展也逐渐暴露了一些问题与不足:银行卡低价值客户比例过高、经营机制落后、产品创新转型乏力,种种不利因素使得龙卡业务的增长遇到一定的瓶颈。本文以黑龙江建行龙卡业务为主要研究对象,通过对省内银行卡产业特点及黑龙江建行龙卡产品发展现状为切入点,分析了目前龙卡发展主要存在的问题以及问题成因,结合黑龙江建行的具体情况,提出了要尽快制定产品创新策略、品牌提升策略、强拼县域市场策略、大数据策略、考核激励策略、部门联动策略等六方面发展策略,并运用SWOT分析法对建行策略实施的优劣进行分析,最后围绕如何进行实施策略和策略的保障进行研究。
[Abstract]:Bank card is one of the core products of modern payment and settlement system of commercial banks. It has been developing at a high speed since it was issued in China in the 1980s. In recent years, with the development of information technology and network, financial supervision has been gradually relaxed. Cross-industry operation, mixed operation, private bank opening have been deeply implemented. With the rapid development of Internet finance and the rapid rise of third-party payment, commercial banks are facing unprecedented impact and pressure. The status of payment and settlement of bank card products has been challenged, and the rapid changes in the financial environment will make the banking card market more competitive. From the point of view of the economic development environment in the province, the Heilongjiang provincial government currently attaches great importance to people's livelihood services. Actively layout and implement the national strategy of "Belt and Road" and "Internet" to promote rapid economic development, which brings opportunities for the development of bank cards. Heilongjiang Construction Bank has been committed to the development of bank card business for many years, with Longka as the main brand. Enjoy a high reputation in the market, Longka products have been in the leading position in the industry, but the current development has gradually exposed some problems and shortcomings: bank card low value customer ratio is too high, management mechanism is backward, product innovation transition is weak, All sorts of unfavorable factors make the growth of dragon card business meet certain bottleneck. This paper takes Heilongjiang Construction Bank Longka business as the main research object, through the analysis of the characteristics of bank card industry in the province and the present situation of Heilongjiang construction bank long card product development. This paper analyzes the main problems and the causes of the problems in the development of Longka at present, combining with the concrete situation of Heilongjiang Construction Bank, puts forward the strategies of product innovation, brand promotion, strong marketing in counties and big data, which should be formulated as soon as possible. The evaluation incentive strategy, the department linkage strategy and so on six development strategies, and uses the SWOT analytic method to carry on the analysis to the construction bank strategy implementation superiority and inferiority, finally carries on the research around how to carry on the implementation strategy and the strategy safeguard.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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