中国工商银行信用卡品牌提升路径研究

发布时间：2018-01-16 22:06

本文关键词：中国工商银行信用卡品牌提升路径研究　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：信用卡是国际流行的复合型金融工具,以其方便、快捷的优势,普遍用于支付、授权、担保等方面,是金融及其相关行业现代化的象征。对于中国的商业银行总体来说,信用卡市场处于初期发展阶段,美国作为信用卡的起源国,从信用卡组织以及发卡机构看,是信用卡发展快速和发达的地区。因此,通过借鉴美国的做法及对比分析我国商业银行的信用卡品牌策略,促进中国五大商业银行之首的中国工商银行的信用卡品牌发展,以增强我国银行的整体竞争力,最终带动经济发展,具有非常重要的现实意义。品牌──作为商品过剩时代各行各业赖以生存的竞争力要素,从宏观层面而言,商品品牌的提升在很长时间以来都对信用卡市场的发展起到决定性效用;具体到各个金融市场的实际情况来讲,良好的信用卡品牌形象和推广策略也是各家发卡机构或银行从愈演愈烈的市场竞争中取得优势的有效工具。但我国信用卡品牌的发展历程,同美国等老牌信用卡品牌发达国家相比较为短暂,中国市场上的信用卡品牌发展策略仍然在实践中持续摸索、探寻、制定、执行,目前暂不能给国际市场带来具有冲击力和竞争力的信用卡品牌。本文从阐述中美信用卡品牌的发展过程入文,对已有的中美信用卡品牌策略进行对比分析,找出中国市场环境中信用卡业务存在的不足,同时对中国工商银行信用卡品牌提升路径提出个人见解。正文部分除引言和结论外讲述如下内容:信用卡发展的历史,重点阐述国内外主要信用卡品牌;引入品牌理论,举例介绍美国主流品牌信用卡,并对我国具有代表性的信用卡发卡行的品牌经营活动进行探讨及比较分析;介绍中国工商银行信用卡品牌的发展历程并运用SWOT工具对其进行分析;对中国工商银行信用卡品牌提升路径提出一些个人主张和建议,工商银行要实现其信用卡品牌的提升并非易事,需要从多方面入手做大量复杂而细致的工作,既要全面、充分分析企业外部面临的机会和威胁等外部环境,也要客观正确分析自身的资源和条件等,再制定科学合理的市场竞争战略和品牌发展战略。从对我国当前的信用卡产业发展现状来说,信用卡产业正在走向不断扩大产业市场和品牌打造提升的发展阶段,由于中美国情不尽相同,我们需要在借鉴美国经验的基础上走自己的路。
[Abstract]:Credit card is an international popular compound financial instrument, with its convenient and quick advantage, it is widely used in payment, authorization, guarantee and so on. For Chinese commercial banks, the credit card market is in the initial stage of development. As the origin of credit card, the United States, as the country of origin, looks from credit card organizations and credit card issuers. Credit card development is a rapid and developed region. Therefore, through reference to the practice of the United States and comparative analysis of China's commercial banks credit card brand strategy. To promote the credit card brand development of Industrial and Commercial Bank of China (ICBC), which is the first of the five commercial banks in China, in order to enhance the overall competitiveness of Chinese banks and ultimately drive the economic development. It has very important practical significance. Brand-as a competitive factor for the survival of various industries in the era of commodity surplus, from the macro level. The promotion of commodity brands has played a decisive role in the development of credit card market for a long time. Specific to the actual situation of the various financial markets. Good credit card brand image and promotion strategy is also an effective tool for credit card issuers or banks to gain advantages from the increasingly fierce market competition, but the development of credit card brands in China. Compared with the developed countries such as the United States and other established credit card brands, the development strategy of the credit card brand in the Chinese market is still groping, exploring, formulating and executing in practice. At present, the credit card brand with impact and competitiveness can not be brought to the international market. This paper analyzes the existing credit card brand strategy of China and the United States from the elaboration of the development process of the credit card brand in China and the United States. Find out the shortcomings of credit card business in Chinese market environment. In addition to the introduction and conclusion, the main body describes the following contents: the history of credit card development, focusing on the main credit card brands at home and abroad; This paper introduces the brand theory, introduces American mainstream brand credit card with examples, and discusses and compares the brand management activities of the representative credit card issuers in China. This paper introduces the development course of ICBC credit card brand and analyzes it with SWOT tool. Industrial and Commercial Bank of China credit card brand promotion path to put forward some personal opinions and suggestions, ICBC to achieve its credit card brand promotion is not easy, need to do a lot of complex and meticulous work from many aspects. It is necessary to comprehensively and fully analyze the external environment such as opportunities and threats faced by enterprises, as well as objective and correct analysis of their own resources and conditions. Then make scientific and reasonable market competition strategy and brand development strategy. From the current situation of credit card industry in China. The credit card industry is moving towards the stage of expanding the industry market and promoting brand building. Because of the different national conditions in China and the United States, we need to take our own road based on the experience of the United States.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F273.2

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