Z银行信用卡直销人员管理研究

发布时间：2018-05-13 16:43

本文选题：信用卡 + 直销人员　；参考：《大连理工大学》2012年硕士论文

【摘要】：目前,信用卡的市场营销受到银行业的广泛关注,我国各大银行都在这方面进行积极探索。信用卡相关业务的开展可以极大提高银行收益,为了加快信用卡业务发展步伐,抢占市场份额,各大银行纷纷开发多种销售渠道。其中,建立直销人员,采用分行销售加信用卡直销相结合的模式被我国各大银行广泛采用,相关数据显示,近年来超过50%的新增卡量来源于直销渠道,在短短的几年内,我国很多商业银行信用卡直销人员的队伍规模已经达到数千人,虽然信用卡直销模式对于信用卡的发行已经具有且在长远的将来具有重要的意义,但是随着直销人员队伍的不断扩大以及信用卡业务领域的不断扩展,在直销人员的管理中出现了越来越多的问题和不合理之处,这些问题使得直销人员不能有效支持银行在信用卡领域的营销创新。如何管理好分布全国各地的直销人员,使其成为信用卡业务健康、持续发展的积极推动力,是我们面临的重要挑战。本文以Z银行大连信用卡部信用卡直销人员管理为案例,探讨解决信用卡直销人员管理问题的有效途径,完善信用卡直销人员管理的方法,并最终提出了制定完善的人力资源计划、增加人员选拔标准的可执行性、提高人员招聘的专业性、重塑人员培训体系、改善人员激励体系、落实工作评估六项相应的管理政策,为各大银行的信用卡直销人员管理提供有价值的参考。
[Abstract]:At present, the marketing of credit card receives the widespread concern of the banking industry, each big bank of our country carries on the active exploration in this aspect. The development of credit card related business can greatly improve bank income. In order to speed up the development of credit card business and seize market share, banks have developed a variety of sales channels. Among them, the establishment of direct sales personnel, the use of branch sales combined with credit card direct sales model is widely used by major banks in China, relevant data show that in recent years, more than 50% of the new card volume comes from direct selling channels, in a few short years, The number of credit card direct sales personnel in many commercial banks in China has reached thousands of people, although the credit card direct selling model has already had and has important significance in the long run for the issuance of credit cards. However, with the continuous expansion of direct selling personnel and the expansion of credit card business field, there are more and more problems and unreasonableness in the management of direct selling personnel. These problems make direct sales personnel unable to effectively support bank marketing innovation in the field of credit cards. How to manage the direct sales personnel all over the country and make them become the positive driving force for the healthy and sustainable development of credit card business is an important challenge we are facing. Taking the management of credit card direct selling personnel in Dalian credit card department of Z Bank as an example, this paper discusses the effective way to solve the problem of credit card direct selling personnel management and the method of perfecting credit card direct selling personnel management. Finally, it puts forward to make perfect human resource plan, to increase the executability of personnel selection standard, to improve the professionalism of personnel recruitment, to reshape the personnel training system, to improve the personnel incentive system, and to carry out the six corresponding management policies of job evaluation. Provide valuable reference for credit card direct selling personnel management of major banks.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.33

【参考文献】