A银行信用卡业务的挑战及对策研究

发布时间：2018-03-17 20:22

本文选题：信用卡　切入点：互联网金融　出处：《西南财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国信用卡市场起步于20世纪80年代,国际信用卡市场起步于20世纪50年代,相比之下,中国信用卡市场起步较晚,但最近十余年进入了高速发展的阶段。信用卡业务利润非常丰厚,越来越多的银行加入了市场,成为发卡行。国有大型商业银行、全国性的股份制商业银行是发卡行的中坚力量,也有不少的地方性商业银行成为了发卡主体。发卡主体变得多元化。然而信用卡发展至今,市场上的信用卡都有些什么特点,信用卡市场的竞争是否健康、有序都值得我们深入思考。 A银行信用卡的市场份额以及信用卡的盈利能力有目共睹,是业界公认的领头羊。一次次在信用卡市场中做出创新之举,带领中国的信用卡市场积极、良性地发展。本文主要通过对A银行信用卡的产品特色以及截至目前取得的成绩来分析A银行信用卡的历史与现状。通过理清A银行信用卡的收入构成以及它的营销与支持团队来分析A银行信用卡的运营情况。本文还将进一步分析A银行信用卡的运营团队存在的问题,是什么阻碍了信用卡进一步快速发展。同时,A银行信用卡受到了外部市场上来自金融同业以及互联网异业的挑战。金融同业的竞争来自三个方面：(1)发卡行因为放弃年费收入与核发卡片资质审查不严而导致的市场无序竞争；(2)因为市场进一步规范,商户回佣的减少导致信用卡可以争取的利润范围更加集中而加剧了竞争；(3)外资银行进入了中国信用卡市场。面对这三个问题,本文提出：(1)以细分客户、提高单卡交易额;(2)对信用卡功能进行整合,交叉销售来应对。另一方面,随着科技进步与网络技术的快速发展,时下的互联网金融大热,备受关注也备受争议。目前部分互联网企业已获中国人民银行批准进入支付结算与银行卡收单领域。刚进入金融领域的互联网企业就于2013年在金融市场上初试拳脚,开发的产品直指信用卡的支付结算与收单业务。本文认为A银行信用卡面对互联网金融应该采取既竞争又合作的态度。通过发展自身的信息技术,加强研发信用卡的移动支付技术来与之竞争：通过银行自身具备的IT行业的属性来与之合作,借助互联网金融来发展自身的信用卡业务。目前国内对信用卡的研究大多还停留在如何以更大的发卡量占领市场与如何提高信用卡的盈利上,研究范围大多限制在金融行业领域,没有注意到外来行业的冲击。本文敏锐捕捉到中国金融市场新的发展动态,研究范围包含了金融行业领域与非金融行业领域。分析了刚刚兴起的互联网金融的发展状态,与之对信用卡业产生的影响。未来互联网业与金融业也许会产生更多的交融,希望作者的一些观点能抛砖引玉,引出更多对信用卡在互联网时代发展的宝贵建议。
[Abstract]:The Chinese credit card market started on 1980s and the international credit card market started on 1950s. By contrast, the Chinese credit card market started relatively late. But in the last decade or so, it has entered a stage of rapid development. The credit card business is very profitable. More and more banks have joined the market and become card issuers. Large state-owned commercial banks, The national joint-stock commercial banks are the backbone of the card issuers, and many local commercial banks have become the main issuers of the cards. The credit card issuers have become diversified. However, since the development of the credit cards, the credit cards in the market have some characteristics. Whether the competition of credit card market is healthy and orderly is worth our deep consideration. Bank A's credit card market share and credit card profitability are well known to all, and they are recognized leaders in the industry. They have made innovations in the credit card market again and again, leading the Chinese credit card market to be active. This paper analyzes the history and present situation of bank A credit card by analyzing the product characteristics of bank A credit card and the achievements made so far, and clarifies the income composition of bank A credit card and its. Marketing and support team to analyze the operation of Bank A credit card. What hindered the further rapid development of credit cards. At the same time, bank A credit cards have been challenged by the outside market from the financial and internet industries. The competition among financial banks comes from three aspects. The disorderly competition in the market resulting from the lax examination of the annual fee income and the qualification of issuing cards is due to the further standardization of the market. The decline in rebates by merchants has led to a more concentrated profit range for credit cards and intensified competition. (foreign banks have entered the credit card market in China. In the face of these three problems, this paper proposes a proposal of "1: 1") to segment customers. To integrate credit card functions and cross-sell them. On the other hand, with the rapid development of science and technology and the rapid development of network technology, Internet finance is becoming more and more popular. Some Internet companies have been approved by the people's Bank of China to enter the fields of payment, settlement and payment of bank cards. Internet companies that have just entered the financial sector had their first try in the financial market on 2013. The products developed directly refer to the payment, settlement and receipt of credit cards. This paper holds that Bank A credit cards should adopt a competitive and cooperative attitude in the face of Internet finance. Through the development of their own information technology, Strengthen the research and development of credit card mobile payment technology to compete with it: through the bank has its own attributes of the IT industry to cooperate with, with the help of Internet finance to develop their own credit card business. At present, most domestic studies on credit cards are still focused on how to occupy the market with a greater number of cards issued and how to improve the profitability of credit cards. The scope of research is mostly confined to the financial industry. This paper is keen to capture the new development trend of China's financial market, including the financial industry and non-financial industry, and analyzes the development state of the newly emerging Internet finance. With the impact on the credit card industry. The future of the Internet industry and the financial industry may produce more convergence, I hope that some of the author's views can lead to more valuable suggestions for the development of credit cards in the Internet age.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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