XX银行广西分行银行卡业务发展研究

发布时间：2019-04-13 10:00

【摘要】：XX银行广西分行是XX银行北京总行的一级分行。根据总行的股份制改革部署,2004年8月,XX银行广西分行实现了国有商业银行的转型。随着总行分别于2006年前后,在香港和上海上市,正式更名为XX银行广西分行。2013年,中间业务是XX银行广西分行“三个一把手主管业务”之一,是业务发展的重点。而XX银广西分行银行卡业务在全行中间业务的份额也是逐年提升,从2011年的16.57%,到2012年的23.10%,2013年更是达到26.69%,因此可以说银行卡业务是XX银行广西分行中间业务的重中之重。论文从外部的环境、内部资源的调配、竞争策略的选择以及策略具体实施等四个方面,深入分析XX银行广西分行银行卡竞争战略。外部的环境方面,含括政策与司法、社会经济与社会文明、科学与技术等宏观的情况对XX银行银行卡业务发展的影响；同时,其他银行银行卡业务的政策与环境也会对XX银行广西分行银行卡业务的发展产生一定的限制与影响。内部资源的调配与能力方面,在主要业务部分,XX银行广西分行具有批量制卡、对外运营、风险控制、数据分析等方面的优势,但在银行卡业务的市场营销推广以及服务等方面,就显得能力不足；在辅助业务的部分,XX银行广西分行在品牌的信誉度、持卡人管理分析系统、制度管理办法以及人员培训等方面具有一定的优势,但是,在银行卡受理渠道建设方面,相比较于其他国有银行,相对不够不完善同时,专业队伍也比较欠缺。通过对广西区内各商业银行的银行卡业务政策和具体做法进行广泛而有更有深度的调研与研究、分析,对XX银行广西分行银行卡产业发展的结论是：业务发展的机会更大于将来的业务挑战,劣势如果管理的好的话,也可以转换为一定的优势。在南宁、桂林、柳州等大中城市的市场中,通过增强信用卡附加增值服务,开发有特色的、本地化的营销活动,利用XX银行广西分行信用卡的国际结算的独特性,统一集中向优质客户发卡。XX银行广西分行应从下列五个方面来实施银行卡业务发展战略的改革：一是转变银行卡业务经营的理念和业务经营的模式,二是银行卡业务的渠道建设是提升XX银行广西分行银行卡业务核心竞争力的关键,三是通过快速做大信用卡规模是当前XX银行广西分行银行卡业务发展的最主要任务,四是通过建立和完善XX银行广西分行银行卡持卡客户的数据分析系统,进一步做好客户的管理和维护工作,五是重视银行卡业务的创新工作,改变将信用卡这一单一产品来作为X银行广西省分行银行卡业务的主要盈利模式
[Abstract]:XX Bank Guangxi Branch is the first-class branch of XX Bank Beijing head Office. In August 2004, XX Bank Guangxi Branch realized the transformation of state-owned commercial bank. With the head office listed in Hong Kong and Shanghai around 2006, the official name was changed to XX Bank Guangxi Branch. In 2013, the intermediate business was one of the "top three heads of business" of XX Bank Guangxi Branch, which was the focus of business development. And the bank card business of XX Bank Guangxi Branch also increased year by year, from 16.57% in 2011 to 23.10% in 2012, and reached 26.69% in 2013. Therefore, it can be said that the bank card business is the middle business of XX Bank Guangxi Branch. This paper analyzes the competitive strategy of XX bank card in Guangxi Branch from four aspects: external environment, internal resource allocation, competitive strategy choice and concrete implementation. External environment, including policy and justice, socio-economic and social civilization, science and technology and other macro-impact on the development of XX bank card business; At the same time, the policy and environment of other bank card business will restrict and influence the development of bank card business of XX Bank Guangxi Branch. In terms of internal resources allocation and capability, in the main business part, XX Bank Guangxi Branch has the advantages of batch business card printing, external operation, risk control, data analysis and so on. But in the bank card business marketing promotion as well as the service and so on, it appears the ability is insufficient; In the part of auxiliary business, XX Bank Guangxi Branch has some advantages in brand reputation, card holder management analysis system, system management method and personnel training. However, in the aspect of bank card acceptance channel construction, the bank Guangxi branch has some advantages in the aspects of brand reputation, card holder management analysis system, system management method and personnel training, etc. Compared with other state-owned banks, relatively imperfect at the same time, the professional team is also relatively inadequate. Through extensive and in-depth research and analysis on the bank card business policies and specific practices of the commercial banks in Guangxi, The conclusion of the development of bank card industry of XX Bank Guangxi Branch is that the opportunity of business development is greater than the future business challenge, and if the management is good, it can also be converted into a certain advantage. In the markets of large and medium-sized cities such as Nanning, Guilin and Liuzhou, through the enhancement of credit card value-added services, the development of characteristic, localized marketing activities, the use of XX Bank Guangxi Branch credit card international settlement uniqueness, XX Bank Guangxi Branch should carry out the reform of bank card business development strategy from the following five aspects: first, to change the concept of bank card business management and the business management mode, the XX Bank Guangxi Branch should carry out the reform of the bank card business development strategy from the following five aspects: Second, the channel construction of the bank card business is the key to enhance the core competitiveness of the bank card business of the XX Bank Guangxi Branch. Thirdly, the most important task for the development of the bank card business of the XX Bank Guangxi Branch is to enlarge the scale of the credit card rapidly. Fourth, by establishing and perfecting the data analysis system of the bank card holders in Guangxi Branch of the XX Bank, to further do a good job in the management and maintenance of the customers, fifth, to attach importance to the innovative work of the bank card business. Change the single product of credit card as the main profit model of bank card business of bank X bank Guangxi province branch
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2

【相似文献】