招商银行信用卡在移动互联金融下的困境与出路

发布时间：2018-01-16 16:08

本文关键词：招商银行信用卡在移动互联金融下的困境与出路　出处：《西南交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：本文关注到随着互联网金融以及移动互联网的快速发展,传统行业面临着诸多困难和挑战,信用卡行业也是在这当中被波及的传统行业之一。通过对目前信用卡行业所面临的来自互联网金融和移动互联网的变化和挑战,基本确定了信用卡行业正在走入一个“破坏性环境”当中,在这样的环境下,很容易产生的一个比较危险情况是尽管整个团队都很努力的工作、认真听取客户的声音、持续提高管理效率和团队战斗力等等,但却仍在竞争中丧失了原有的领先位置,导致企业在面临弯道期时,无法做出清晰而准确的战略方向判断。为了帮助传统信用卡行业找到出路,本文尝试通过迈克波特的“五力竞争模型”、“SWOT”分析法以及对比分析等方法,分别从宏观层面和微观层面分析传统信用卡行业在移动互联网趋势下所面临的竞争压力和挑战,阐述以招商银行信用卡为代表的传统信用卡行业所面对的困境,并对竞争环境和个体竞争能力进行了分析。在文章的最后,提出具体策略,即通过市场重新定位、强化差异化竞争优势、开放的跨界合作、借鉴“阿米巴经营哲学”进行组织体系变革、人才队伍的结构化转型以及财力方面支持的财务结构改革等战略层面的思考,制定新环境下的竞争策略,尝试帮助传统的信用卡行业在互联网金融的浪潮中找到一条适合自己的可持续发展的出
[Abstract]:This paper focuses on the rapid development of Internet finance and mobile Internet, the traditional industry is facing many difficulties and challenges. Credit card industry is also one of the traditional industries affected by this. Through the current credit card industry is facing changes and challenges from Internet finance and mobile Internet. Basically, the credit card industry is moving into a "destructive environment," in which it is easy to create a more dangerous situation, despite the hard work of the entire team. Listen to the voice of customers, continue to improve management efficiency and team combat effectiveness, etc., but still in the competition has lost its original leading position, leading to the enterprise in the face of detours. Unable to make clear and accurate strategic direction judgment. In order to help the traditional credit card industry to find a way out, this paper tries to pass Michael Porter's "five forces competition model". "SWOT" analysis and comparative analysis, respectively from the macro level and micro level analysis of the traditional credit card industry in the trend of mobile Internet under the competitive pressure and challenges. This paper expounds the difficulties faced by the traditional credit card industry represented by China Merchants Bank, and analyzes the competitive environment and individual competitive ability. At the end of the article, it puts forward some specific strategies. That is, through the market re-positioning, strengthen the competitive advantage of differentiation, open cross-border cooperation, learn from the "amoeba management philosophy" to carry out organizational system change. The structural transformation of the talent team and financial support of the financial structure of the reform and other strategic aspects of thinking, to formulate the new environment of competition strategy. Try to help the traditional credit card industry find a sustainable development in the wave of Internet finance
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F832.2

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