中信银行信用卡中心移动支付业务拓展策略研究

发布时间：2018-05-30 06:38

本文选题：中信银行信用卡中心 + 信用卡　；参考：《湖南大学》2016年硕士论文

【摘要】：移动支付时代已经全面到来,成为金融业未来发展的重要方向。中信银行是目前全国性股份制商业银行的代表之一,中信信用卡中心是其设在深圳的信用卡业务的全国总部,是国内为数不多的几家分行级信用卡专营机构之一,近几年在信用卡移动支付方面做出了积极探索与创新,并取得了较好的成效。移动支付市场的竞争日趋激烈,中信银行面对的挑战也将更为严峻。为此,中信银行已将其信用卡移动支付作为业务发展的重要方向,纳入到发展的整体战略体系之中,予以高度重视,不断加强建设。本文以中信银行信用卡中心为研究对象,首先归纳说明研究的整体思路和内容等,并概括后续研究将应用到的基础理论;然后,分析中信银行信用卡中心移动支付业务拓展环境,针对中信银行信用卡中心、移动支付业务拓展的宏观与微观环境、移动支付业务现状总结分析;接着,根据中信银行总行和信用卡中心业务整体战略与发展规划,通过移动支付业务策略与市场定位,对信用卡中心的移动支付业务拓展设计相应策略,包括电子商务及移动金融业务、管理创新与业务创新、产品研发与技术实现、营销渠道与服务体验等;最后,讨论中信银行信用卡中心移动支付业务拓展策略的实施步骤、实施风险以及实施控制,并评价移动支付业务拓展策略实施的预期效果。移动支付对中信银行信用卡中心未来的生存空间提出了挑战的同时,也为其快速转型与发展提供了倒逼机制和难得的机遇。中信银行信用卡中心应该从容应对,积极转变经营方式与理念,发挥优势,创新产品,提高信用卡业务在移动支付领域的竞争力。
[Abstract]:The era of mobile payment has come all-round and has become an important direction for the future development of the financial industry. At present, CITIC Bank is one of the representatives of national joint-stock commercial banks. The CITIC Credit Card Center is the national headquarters of its credit card business in Shenzhen, and is one of the few branch credit card franchises in China. In recent years in the credit card mobile payment has made active exploration and innovation, and achieved better results. Mobile payment market competition is becoming increasingly fierce, Citic Bank will face a more serious challenge. Therefore, CITIC Bank has taken its credit card mobile payment as an important direction of business development, into the overall strategic system of development, attach great importance to it, and constantly strengthen the construction. In this paper, the credit card center of CITIC Bank is taken as the research object. Firstly, the whole idea and content of the study are summarized, and the basic theories to be applied in the subsequent research are summarized. This paper analyzes the mobile payment business development environment of CITIC Bank credit card center, summarizes and analyzes the present situation of mobile payment business in view of the macro and micro environment of CITIC Bank credit card center and mobile payment business development. According to the overall strategy and development plan of CITIC Bank head office and credit card center, through the mobile payment business strategy and market positioning, the paper designs the corresponding strategy to expand the mobile payment business of credit card center. Including e-commerce and mobile finance business, management innovation and business innovation, product development and technology realization, marketing channels and service experience. Implement risk and control, and evaluate the expected effect of mobile payment business expansion strategy. Mobile payment not only challenges the future living space of CITIC credit card center, but also provides the reverse mechanism and rare opportunity for its rapid transformation and development. The credit card center of CITIC Bank should take it easy to actively change its management mode and concept, give play to its advantages, innovate its products, and improve the competitiveness of its credit card business in the field of mobile payment.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2

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