银联标准卡发展战略研究

发布时间：2018-10-19 17:32

【摘要】：随着现代科技和经济的发展，中国与国际的交流越来越频繁。这使得以银行卡为主要代表的电子支付工具迎来了巨大的发展机会。本文作者曾经在中国银联工作过一段时间，所以对这个企业乃至银联标准卡有着较多的兴趣。本文从银联标准卡所面临的外部环境出发，通过对宏观环境中政治、经济、技术和社会环境的详细分析，总结出中国银联目前面临的国际、国内形势，为下文中国银联可持续发展战略提供铺垫。文章从行业环境入手，通过五种竞争力量即行业竞争对手能力、消费者、供应商、替代品及新进行业竞争者的分析，归纳出银联标准卡面临的机会和威胁；从中国银联企业内部环境着手，在对中国银联的总体概括的基础上，就企业的财务能力、品牌价值、经营渠道、社会网络资源，，找出企业目前的优势和劣势。在综合前文对内、外部环境因素的总结的基础上，文章对银联标准卡进行了优势、劣势、机会、威胁分析，提出三种备选方案，即差异化战略、成本优势战略、集中化战略。最后，结合中国银联目前的实际情况，对备选方案的优缺点进行分析，进而从中找出适合当前银联的发展方案。本文认为，影响银联标准卡竞争战略的最大问题来自于国际品牌银行卡公司，中国银联必须采取差异化的战略选择，立足本土，逐步扩大受理市场；立足自主产品创新的研发，努力拓展国际市场；提高持卡人服务功能，加快创新支付等策略，同时做好与政府的公关，促进与发卡银行的合作，来实现银联标准卡的竞争优势。
[Abstract]:With the development of modern science and technology and economy, China and international exchanges become more and more frequent. This makes the bank card as the main representative of electronic payment tools ushered in tremendous opportunities for development. The writer has worked for China UnionPay for some time, so he is interested in the enterprise and even the UnionPay Standard Card. Based on the external environment faced by UnionPay Standard Card and the detailed analysis of the political, economic, technical and social environment in the macro environment, this paper summarizes the international and domestic situation faced by China UnionPay at present. For the following China UnionPay sustainable development strategy to provide the groundwork. This article starts from the industry environment, through the analysis of five kinds of competition power, namely the industry competitor ability, the consumer, the supplier, the substitute and the new industry competitor, summarizes the opportunity and the threat that the UnionPay standard card faces; Starting from the internal environment of the Chinese UnionPay Corporation and on the basis of the general summary of the Chinese UnionPay, this paper finds out the current strengths and weaknesses of the enterprise on the basis of its financial ability, brand value, operating channel, social network resources. On the basis of summing up the internal and external environmental factors, the paper analyzes the advantages, disadvantages, opportunities and threats of UnionPay Standard Card, and puts forward three options, namely, differentiation strategy, cost advantage strategy and centralization strategy. Finally, combined with the actual situation of China UnionPay, this paper analyzes the advantages and disadvantages of the alternatives, and then finds out the development plan suitable for the current UnionPay. This paper holds that the biggest problem affecting the competition strategy of UnionPay Standard Card comes from the international brand bank card company. China UnionPay must adopt the strategy of differentiation, base itself on the local market, expand the accepting market step by step, base on the research and development of independent product innovation. Try to expand the international market, improve the service function of cardholders, accelerate the innovative payment strategy, and do a good job of public relations with the government, promote cooperation with card issuing banks, to achieve the competitive advantage of UnionPay standard cards.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2;F272

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