我国商业银行信用卡业务盈利策略分析

发布时间：2018-05-11 04:03

本文选题：信用卡 + 成本-收益函数　；参考：《华东理工大学》2014年硕士论文

【摘要】：至2012年底,我国信用卡的累计发卡量已达3.31亿张,工商银行信用卡发卡量突破6000万张,招商、广发、民生等股份制银行的发卡量也超过1000万张并率先实现盈利。但与之对应的是,其他大部分发卡行的信用卡业务仍然处于亏损的境地。近百家商业银行都发行了自己的信用卡,也助推了信用卡的井喷式发展,从2003年开始,我国信用卡发卡量每年都以百分之六十的速度递增,但是近年来呈现出发展缓慢的态势。国外信用卡发卡机构传统的以透支利息、刷卡佣金和年三大收入为核心的盈利模式在我国也未能取得良好效果。我国消费者消费习惯保守,使用循环信贷比例很低,使得银行难以取得利息收入；而银行之间竞争激烈,获得商户佣金远低于国际水平,免年费策略也导致年费收入逐年降低,这些原因都导致信用卡业务盈利困难。在这样的背景下,本文对我国的信用卡业务的盈利状况进行分析,探讨适合我国的信用卡盈利模式无疑具有重要的现实意义。本文以此为背景,以经济学中成本收益函数为基础,结合我国实际,构建了信用卡业务成本收益模型,并通过选择市场地位和发展路径不同的A银行和B银行为实例,使用该模型对信用卡业务的成本收益模型进行实证分析,归纳出重视营销效率、降低运营成本、提高未清偿贷款余额的应计息比例作为信用卡业务盈利的突破口。最后结合分析结果,本文提出细分客户群体、加强产品创新、以信用卡为依托的消费贷款、以促销带动刷卡透支消费、提高账户管理能力和服务水平、提高风险管理能力等建议,从而对改善我国信用卡产品的盈利状况,促进我国信用卡产业健康持续发展做出贡献。
[Abstract]:By the end of 2012, the total number of credit cards issued in China has reached 331 million, the number of credit cards issued by ICBC has exceeded 60 million, and the number of cards issued by joint-stock banks, such as Merchants, Guangfa and people's livelihood, has exceeded 10 million and has taken the lead in realizing profits. But in contrast, most other card issuers are still losing money in their credit card business. Nearly 100 commercial banks have issued their own credit cards, and also contributed to the blowout development of credit cards. Since 2003, the number of credit card issued in China has been increasing at the rate of 60% every year, but in recent years the development is slow. The foreign credit card issuers' traditional profit model with overdraft interest, credit card commission and annual income as the core has not achieved good results in our country. Consumer consumption habits in our country are conservative and the proportion of revolving credit is very low, which makes it difficult for banks to obtain interest income; however, the competition among banks is fierce, the commission of merchants is far lower than the international level, and the annual fee free strategy also leads to the decrease of annual fee income year by year. All of these reasons make it difficult for credit card business to make profits. Under this background, this paper analyzes the profit situation of credit card business in our country, and probes into the credit card profit mode which is suitable for our country. It is undoubtedly of great practical significance to discuss the profit pattern of credit card in our country. Based on the cost-benefit function in economics and the reality of our country, this paper constructs a cost-benefit model of credit card business, and chooses Bank A and Bank B, which have different market position and development path, as examples. By using the model to analyze the cost and income model of credit card business, it is concluded that the emphasis on marketing efficiency, the reduction of operating cost, and the increase of the proportion of accrued interest on outstanding loan balance are the breakthrough points for the profit of credit card business. Finally, combined with the analysis results, this paper proposes to segment customer groups, strengthen product innovation, credit card based consumer loans, promote credit card overdraft consumption, improve account management ability and service level. Some suggestions such as improving risk management ability will contribute to improving the profitability of credit card products and promoting the healthy and sustainable development of credit card industry in China.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

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