中国建设银行TA分行银行卡业务拓展策略研究

发布时间：2018-06-27 09:06

本文选题：银行卡 + 发展现状　；参考：《山东农业大学》2017年硕士论文

【摘要】：银行卡业务是银行的主要业务,银行卡是银行支付结算体系中的重要产品,自发行推广以来,增长势头一直未减。最近几年,我国对金融业监管开始逐步放松,金融业内跨业经营和混业经营开始加快,尤其是互联网金融和第三方支付高速崛起,银行卡产品的支付结算地位受到前所未有的挑战,商业银行面临巨大的冲击和压力,并且金融行业环境随着社会大环境的变化在不断变化,也将带来银行卡市场的竞争升级,甚至出现白热化趋势。从2017年山东省政府工作报告来看,TA市政府积极响应国家号召,加大了扶贫力度,百姓摆脱贫困,生活水平提高,无疑将为银行卡产业发展提供新机遇。多年来,中国建设银行TA分行致力于银行卡业务发展,以龙卡产品为主打品牌,产品在市场上赢得了广泛好评,虽然在同业中银行卡业务属于高水平,但是还是有一些问题:信用卡日益普及但增长动力不足、银行卡客户的价值较低且占了相当高的比重、忽略了产品创新转型的重要性,多种因素混合在一定程度上阻碍了龙卡业务的增长。因此,对银行的银行卡业务进行深入细致的研究就十分紧迫和必要。本文共包括六章内容,首先介绍了本论文的选题背景、研究意义、国内外相关研究综述、论文的研究思路、内容和创新点。随后是对银行卡业务的相关概念界定和理论说明,主要介绍银行卡的分类、休眠卡、信用卡分期付款业务的概念,并介绍SWOT分析、STP策略等相关理论。然后介绍了中国建设银行TA分行银行卡业务发展概况,对中国建设银行TA分行银行卡业务进行SWOT分析。然后,根据竞争战略理论,对中国建设银行TA分行进行战略选择,并指出中国建设银行TA分行银行卡业务拓展策略,包括丰富功能扩展应用领域、普及虚拟信用卡(无实体的信用卡)、激活休眠卡、构建客户大数据推行微信营销、创新分期付款业务、内部协同外部多行业合作等拓展策略。最后对论文研究成果进行了总结,反思了论文存在的不足之处,并对下一步的研究进行展望,指出了方向。希望本文的研究成果有助于中国建设银行TA分行认清自身银行卡业务的发展现状和趋势,进一步提高发展的紧迫性和前瞻性.通过有效的拓展策略实施推动银行卡业务快速发展,带动金融业务的整体快速发展,进一步提升系统同业竞争力。
[Abstract]:The bank card business is the main business of the bank, and the bank card is an important product in the payment and settlement system of the bank. In recent years, China's supervision of the financial industry has been gradually relaxed, and cross-industry operations and mixed operations in the financial industry have begun to accelerate, especially the rapid rise of Internet finance and third-party payments. The status of payment and settlement of bank card products is facing unprecedented challenges, commercial banks are facing tremendous impact and pressure, and the financial industry environment is constantly changing with the changes of the social environment, which will also bring about the upgrading of competition in the banking card market. Even appear white-hot trend. Judging from the work report of Shandong Provincial Government in 2017, the municipal government has responded positively to the call of the state, stepped up poverty alleviation, lifted the people out of poverty and raised their living standards, which will undoubtedly provide a new opportunity for the development of the banking card industry. Over the years, the TA Branch of China Construction Bank has devoted itself to the development of bank card business, with Longka products as the main brand, and the products have won wide acclaim in the market, although the bank card business in the same industry is of a high level. However, there are still some problems: credit cards are becoming more and more popular, but the growth momentum is insufficient, and the value of bank card customers is low and accounts for a high proportion, neglecting the importance of product innovation and transformation. A mixture of multiple factors to some extent hindered the growth of the Lonka business. Therefore, it is very urgent and necessary to study the bank card business deeply and meticulously. This paper consists of six chapters. Firstly, it introduces the background, research significance, domestic and foreign related research review, research ideas, content and innovation of this paper. Then it defines and explains the related concepts of bank card business, mainly introduces the classification of bank card, dormancy card, the concept of credit card installment business, and introduces the relevant theories such as SWOT analysis and STP strategy. Then it introduces the development of bank card business in TA branch of China Construction Bank, and makes SWOT analysis on the bank card business of TA branch of China Construction Bank. Then, according to the theory of competition strategy, we choose the TA branch of China Construction Bank, and point out the development strategy of China Construction Bank TA branch, including the rich application field of function expansion. It popularizes virtual credit card (no-entity credit card), activates dormant card, constructs customer big data to carry out WeChat marketing, innovates installment payment business, and develops internal and external multi-industry cooperation strategy. Finally, the paper summarizes the research results, reflects on the shortcomings of the paper, looks forward to the next research, and points out the direction. It is hoped that the research results of this paper will help the TA branch of China Construction Bank to recognize the present situation and trend of its bank card business and further improve the urgency and foresight of its development. Through the effective expansion strategy to promote the rapid development of bank card business, promote the overall rapid development of financial business, further enhance the competitiveness of the system industry.
【学位授予单位】：山东农业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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