互联网消费信贷背景下的招商银行信用卡竞争态势及策略研究

发布时间：2018-02-28 23:00

本文关键词： 竞争情报竞争策略信号分析市场信号 SCP范式　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来众多银行纷纷将视线转移到个人消费信贷市场上,不断加大对于信用卡业务的投入,加剧了信用卡市场的竞争。而随着移动互联网的迅速发展,以消费金融公司、互联网金融公司为代表的众多企业纷纷将目光瞄准这一市场,推出了众多互联网消费信贷产品,这些产品在性质上与银行信用卡业务极为相似,成为信用卡业务在行业外部的竞争者。本文将招商银行信用卡作为研究出发点,引入SCP范式理论,从市场结构、市场行为和市场绩效3个方面探究招商银行信用卡行业内部的竞争态势;利用竞争情报的信号分析理论,从行业环境、产品、客户、战略联盟和技术等角度探究招商银行信用卡面临的以互联网消费信贷产品为主体的行业外部竞争态势。在对竞争现状进行深入分析之后,提出相应的竞争策略。(1)通过对信用卡市场的机构、市场行为和市场绩效进行研究之后发现,目前信用卡市场属于寡占市场,8家银行占据了市场份额的80%以上,而各家银行的信用卡产品差异程度小,产品同质化严重。从市场行为来看,价格竞争行为逐渐失效,以市场营销策略为代表的非价格行为成为各家银行当前的主要竞争手段。与此同时,通过使用BCG矩阵对各家银行的市场份额和市场增长率两大指标进行分析之后,发现当前招商银行信用卡的主要竞争者为工商银行、建设银行和农业银行,未来的潜在竞争对手为浦发银行、广发银行、平安银行和中信银行。(2)在行业外部竞争态势的分析中,笔者首先使用了 PEST分析方法研究了消费信贷产品的行业环境,目前政治环境、经济环境、社会环境和技术环境都有很多利好因素。从产品来看,商业银行、消费金融公司、互联网金融公司的产品差异不明显,其竞争优势主要在于流量优势带来的对于线上消费场景的控制。笔者通过问卷调查的方式了解当前互联网消费信贷产品的使用情况,虽然现阶段互联网消费信贷产品规模相对于信用卡业务规模较小,但是随着其适用场景的不断增加,未来互联网消费信贷产品将带给信用卡业务越来越大的冲击。此外,互联网消费信贷企业通过收购、入股、战略合作等不同的方式在消费入口、资金和技术等不同环节结成战略联盟,以抢占消费场景并降低运营成本。技术实力是互联网消费信贷企业相较于传统银行的一大优势。(3)通过问卷调查,从基于顾客满意度的角度探究招商银行信用卡的竞争力,结果表明客户服务质量是招商银行信用卡的核心竞争力,以掌上生活和微信银行为核心的移动端优势提升了客户使用信用卡便捷性的满意度,而促销策略满意度有待提升。(4)结合前文的分析结果,提出的竞争策略为:1)聚焦主要竞争对手,关注潜在竞争对手,重视竞争情报工作;2)促销策略多元化,提高客户满意度;3)继续强化移动端竞争优势;4)在信用卡产品和功能设计上满足客户个性化需求。5)加强消费场景的扩展;6)以更加开放的心态加强战略联盟建设;7)加强技术能力建设。
[Abstract]:Many banks have the attention to the individual consumer credit market in recent years, increasing the credit card business investment, increased competition in the credit card market. With the rapid development of mobile Internet, the Internet financial company to Consumer Finance Companies, many enterprises have sights as the representative of the market, launched a large number of Internet consumption credit products, these products in nature and bank credit card business is very similar, as the credit card business in the industry external competitors. The China Merchants Bank credit card as the starting point, the introduction of SCP paradigm theory, from 3 aspects of market structure, market behavior and market performance of China Merchants Bank credit card competition within the industry the use of signal analysis theory; competitive intelligence, from the industry environment, products, customers, strategic alliances and technological angle research of China Merchants Bank letter Use the card face to the Internet consumer credit products as the main industry of external competition. After in-depth analysis of the competitive situation, put forward the corresponding competition strategy. (1) based on the credit card market mechanism, after the discovery of market behavior and market performance, the credit card market is oligopolistic market, 8 Banks occupy more than 80% market share, while the credit card banks small degree of product differentiation, product homogeneity serious. From the market behavior, price competition behavior is invalid. The non price behavior in the market marketing strategy has become the main means of competition as the representative of the current banks. At the same time, by using the BCG matrix on the banks of the market share and the market growth rate of two indicators for analysis, found the main competitors of the China Merchants Bank credit card for the industrial and commercial bank, construction bank and Agricultural Bank For the future, potential competitors for the Shanghai Pudong Development Bank, Guangdong Development Bank, Ping An Bank and CITIC Bank. (2) in the analysis of the industry's external competition situation, the author uses the PEST analysis method to study the consumer credit products industry environment, the political environment, economic environment, social environment and technical environment there are a lot of favorable factors. From the product point of view, commercial banks, Consumer Finance Companies, Internet financial company product differentiation is not obvious, its competitive advantage lies in the advantages brought by the flow for online consumer scene control. I understand the use of the Internet consumer credit products through the questionnaire survey, although at present the Internet consumer credit product size relative to the credit card business is small, but with the increasing of the application scenarios, the future of Internet consumer credit products will bring more credit card business To the greater impact. In addition, the Internet consumer credit business through the acquisition of shares, strategic cooperation in different ways in the consumer entrance, capital and technology in different aspects such as strategic alliances, in order to seize the consumer scene and reduce operating costs. The technical strength is a big advantage of the Internet consumer credit business (compared to traditional banks. 3) through a questionnaire survey on the competitiveness of China Merchants Bank credit card based on customer satisfaction point of view, the results show that customer service quality is the core competitiveness of China Merchants Bank credit card, the mobile terminal handheld living and WeChat bank as the core to enhance the satisfaction degree of convenience use of credit card customers, and promotional strategies to improve satisfaction. (4) according to the results of analysis, put forward the competition strategy: 1) focus attention the main competitors, potential competitors, attach importance to the work of competitive intelligence; 2) sales promotion Slightly diversified, improve customer satisfaction; 3) continue to enhance the competitive advantage of mobile terminals; 4) meet customer's personalized needs in credit card products and functional design,.5) enhance the consumption scenario expansion; 6) strengthen the strategic alliance construction with a more open mind; 7) strengthen technological power building.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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