中国民生银行秦皇岛分行银行卡业务发展战略研究

发布时间：2018-06-03 18:09

本文选题：银行卡 + 发展战略　；参考：《燕山大学》2014年硕士论文

【摘要】：在经济飞速发展的新时代，银行卡业务逐渐走进我们的生活，人们对于银行卡的要求越来越多。各家银行都将银行卡业务作为工作的重点，促使整个银行卡市场竞争越来越激烈。中国民生银行秦皇岛分行是近几年发展比较迅速并且具有一定代表性的银行，该行的工作重点同样是发展银行卡业务。本文的研究目的是使用SWOT分析的方法，对中国民生银行秦皇岛分行银行卡业务发展情况从国内外整体环境、秦皇岛市发展情况以及自身发展情况三个方面进行综合分析，提出银行卡发展整体战略建议。首先，主要是针对民生银行秦皇岛分行发展的外部环境进行深入分析。具体包括宏观环境分析以及行业竞争结构分析。其次，通过与全市整体发展情况对比的方法，对中国民生银行秦皇岛分行银行卡业务现状进行了分析，指出业务发展中存在的银行卡业务功能品种单一、营销措施不够、特约商户少且布局不合理等问题，并对其形成原因进行了深入的剖析。再次，通过SWOT分析方法，查找内部环境的优、劣势以及外部环境的机遇和威胁，对各因素进行了量化赋值，通过加权计算，进行定量化的研究，明确了战略设计的市场定位及应采取的战略措施，提出了中国民生秦皇岛分行银行卡业务发展战略。最后，，根据提出的发展战略，提出了具体的实施措施，主要包括：加强内部管理以提升服务水平、加强银行卡知识宣传、加快银行卡业务的创新以及发展手机银行入口战术等。
[Abstract]:In the new era of rapid economic development, bank card business has gradually come into our life, people demand more and more bank cards. Each bank takes the bank card business as the focal point, impels the entire bank card market competition to be more and more intense. Qinhuangdao Branch of Minsheng Bank of China is a representative bank with rapid development in recent years. The purpose of this paper is to analyze the development of bank card business in Qinhuangdao Branch of Minsheng Bank of China from three aspects: domestic and international environment, development of Qinhuangdao City and its own development by using the method of SWOT analysis. Put forward the bank card development overall strategy suggestion. First of all, mainly aimed at the development of Minsheng Bank Qinhuangdao Branch external environment in-depth analysis. It includes macro-environment analysis and industry competition structure analysis. Secondly, by comparing with the whole development of the whole city, the paper analyzes the present situation of bank card business of Qinhuangdao Branch of Minsheng Bank of China, and points out that the function of bank card business is single and the marketing measures are not enough. The reason of its formation is deeply analyzed. Thirdly, through the SWOT analysis method, to find the advantages and disadvantages of the internal environment, as well as the opportunities and threats of the external environment, the quantitative evaluation of each factor is carried out, and the quantitative research is carried out through the weighted calculation. This paper clarifies the market orientation of the strategic design and the strategic measures to be taken, and puts forward the development strategy of the bank card business of the Qinhuangdao Branch of the people's livelihood of China. Finally, according to the proposed development strategy, specific implementation measures are put forward, including: strengthening internal management to improve service level, strengthening bank card knowledge publicity, speeding up the innovation of bank card business and developing mobile phone bank import tactics.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33;F832.2

【参考文献】