DZ邮政储蓄银行银行卡竞争战略研究

发布时间：2019-03-05 19:04

【摘要】：中国邮政储蓄银行是2007年3月20日挂牌成立的全国第五大国有商业银行,也是一家定位于服务城乡社区的零售型银行,中间业务是零售型银行发展的重点,银行卡业务是中间业务的重中之重。论文从外部环境、内部资源与能力、竞争战略选择、战略实施等四个方面,深入分析了DZ邮政储蓄银行银行卡竞争战略。外部环境方面,政治法律、经济、社会文化、科学技术等宏观环境对DZ邮政储蓄银行银行卡业务发展有利；行业环境对DZ邮政储蓄银行银行卡业务发展具有较大的挑战,面临着日趋激烈的市场竞争。内部资源与能力方面,主要业务部分,DZ邮政储蓄银行具有制卡、凭证管理、对外营业、风险控制、经营分析等方面的优势,但在市场营销、服务等方面能力不足；辅助业务部分,DZ邮政储蓄银行在品牌信誉、客户管理系统、规章制度管理办法、培训等方面具有一定的优势,但渠道建设不完善、专业人才欠缺。论文SW0T分析的基本结论为优势大于劣势,机会大于挑战。在农村市场,借记卡业务采用蓝海战略,细分客户,制定改善农村支付环境相关措施；在城市市场中,增强借记卡创新意识,开发有特色的、差异化的市场空间。信用卡业务采用集中、差异化战略,重点在县及以上城市发展,利用邮政储蓄银行信用卡的独特性集中向优质客户发卡。 DZ邮政储蓄银行应从以下五方面着手实施竞争战略：一是以发展银行卡为平台,提升DZ邮政储蓄银行农村金融支付服务水平；二是增加借记卡功能,提高让渡价值；三是在城市市场,采用集中、差异化战略,稳健经营信用卡业务；四是加快渠道建设步伐,加大银行卡受理面；五是加强银行卡风险管理,打造安全用卡环境。
[Abstract]:China Postal savings Bank is the fifth largest state-owned commercial bank listed on March 20, 2007. It is also a retail bank positioned to serve the urban and rural communities. The intermediate business is the focus of the development of retail banks. Bank card business is the top priority of intermediate business. This paper deeply analyzes the competitive strategy of DZ postal savings bank card from four aspects: external environment, internal resources and ability, competitive strategy choice, strategic implementation and so on. The external environment, such as politics and law, economy, social culture, science and technology, is beneficial to the development of DZ postal savings bank card business. The industry environment has a great challenge to the development of DZ postal savings bank card business and is facing increasingly fierce market competition. Internal resources and capabilities, the main business part, DZ Postal savings Bank has business card printing, certificate management, external business, risk control, business analysis and other aspects of the advantages, but in marketing, services and other aspects of the ability is insufficient; Auxiliary business part, DZ postal savings bank in brand reputation, customer management system, rules and regulations management methods, training and other aspects have certain advantages, but the channel construction is not perfect, lack of professional talents. The basic conclusion of SW0T analysis is that the advantage is greater than the weakness and the opportunity is greater than the challenge. In the rural market, debit card business adopts blue sea strategy, segment customers, and formulate relevant measures to improve the rural payment environment; in the urban market, enhance the innovative consciousness of debit cards and develop distinctive and differentiated market space. The credit card business adopts the centralization, the differentiation strategy, focuses on the county and above the city development, uses the postal savings bank credit card uniqueness to centralize to the high-quality customer issue the card. The DZ Postal savings Bank should carry out the competitive strategy from the following five aspects: one is to develop the bank card as a platform to improve the rural financial payment service level of the DZ Postal savings Bank; the other is to increase the function of debit card and improve the transfer value; Third, in the city market, adopt the centralization, differentiation strategy, manage the credit card business steadily; fourth, quicken the channel construction step, enlarge the bank card accepting face; fifth, strengthen the bank card risk management, create the safe card environment.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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