ZG银行CG支行信用卡业务发展策略研究

发布时间：2018-05-12 07:26

本文选题：ZG银行 + CG支行　；参考：《郑州大学》2015年硕士论文

【摘要】：信用卡产生于美国,是信贷消费领域中不可或缺的金融工具。自从1995年广东发展银行发行了我国第一张真正意义上的信用卡以来,商业银行在发展信用卡业务上经历了一个漫长的起步和探索阶段。近年来随着经济的不断发展和居民收入的增加,我国信用卡的发行量逐年上升,消费比重也不断扩大。面对新形势,多家商业银行对于信用卡业务加大了精力和资金的投入。2002年中国银联的成立,为我国信用卡产业的发展起到了推动作用,我国信用卡产业开始呈现加速发展趋势,各个发卡机构之间的竞争日趋激烈。2006年底中国金融市场对外资开放,外资银行和境外的发卡机构也纷纷采用各种各样的方式进入中国市场。导致行业竞争日趋激烈,面对竞争压力,各商业银行只能努力探寻和开发适应市场需求的新的利润增长点,为此,信用卡业务也成为现代商业银行重点发展的业务之一。信用卡业务以其丰厚的利润回报特征成为银行竞争的重要手段,各银行为获得高额利润,纷纷加大对信用卡业务的资金投放力度。在这个全新的市场环境中,发卡银行选择怎样的发展策略是一个现实而又十分迫切、无法回避的课题。因此,对信用卡业务发展策略进行研究,对于像ZG银行CG支行这样实力相对薄弱的县域级国有银行而言,有着重大的现实意义。本文以ZG银行CG支行信用卡业务发展为研究对象。一共分为四部分。第一部分是绪论,主要介绍本文的选题背景、选题意义以及文献综述。第二部分是信用卡的理论概述。第三部分重点分析ZG银行CG支行信用卡发展现状,指出信用卡业务在发展过程中存在的主要问题。第四部分是针对ZG银行CG支行信用卡发展中出现的问题提出对策。本文的特色在于:一是将理论分析和实例论证相结合,系统地论证了ZG银行CG支行信用卡发展过程中存在的主要问题和难点。二是文章将中外优秀银行信用卡营销的经验与ZG银行CG支行的市场状况相结合,对具体问题提出了有针对性的建议。希望通过信用卡市场定位、多渠道营销策略、风险管理的加强等措施的实施来促进ZG银行CG支行信用卡业务的良好发展。
[Abstract]:Credit card originated in the United States, is an indispensable financial instrument in the field of credit consumption. Since the Guangdong Development Bank issued the first real credit card in China in 1995, commercial banks have experienced a long stage of starting and exploring in the development of credit card business. In recent years, with the development of economy and the increase of residents' income, the circulation of credit card in China is increasing year by year, and the proportion of consumption is also expanding. In the face of the new situation, many commercial banks have increased their energy and investment in credit card business. The establishment of China UnionPay in 2002 has played a role in promoting the development of China's credit card industry, and the credit card industry of our country has begun to show a trend of accelerated development. At the end of 2006, China's financial market was open to foreign capital, and foreign banks and overseas card issuers also adopted a variety of ways to enter the Chinese market. As a result of the increasingly fierce competition in the industry, facing the competitive pressure, commercial banks can only strive to explore and develop new profit growth points to meet the needs of the market. For this reason, credit card business has become one of the key business development of modern commercial banks. Credit card business has become an important means for banks to compete with each other because of its rich profit returns. In order to obtain high profits, banks have increased their investment in credit card business. In this new market environment, how to choose the development strategy of card issuing banks is a realistic and urgent issue. Therefore, the study of credit card business development strategy, such as ZG bank CG branch of relatively weak county level state-owned banks, has a great practical significance. This paper takes the credit card business development of CG branch of ZG Bank as the research object. It is divided into four parts. The first part is the introduction, mainly introduces the background, significance and literature review. The second part is the summary of credit card theory. The third part focuses on the analysis of the status of credit card development in CG branch of ZG Bank, and points out the main problems in the development of credit card business. The fourth part is to put forward the countermeasures to the problems in the development of CG credit card of ZG Bank. The main features of this paper are as follows: first, the main problems and difficulties existing in the development of CG branch credit card of ZG Bank are systematically demonstrated by combining theoretical analysis with case study. Secondly, the paper combines the experience of credit card marketing of Chinese and foreign excellent banks with the market situation of CG branch of ZG Bank, and puts forward some specific suggestions. It is hoped that the implementation of credit card market orientation, multi-channel marketing strategy, risk management and other measures will promote the good development of credit card business in CG branch of ZG Bank.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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