G银行信用卡业务面临问题及对策研究

发布时间：2018-04-05 20:56

本文选题：G银行信用卡　切入点：竞争　出处：《山东师范大学》2017年硕士论文

【摘要】：信用卡业务作为银行重要的收入和利润来源,近年来越来越受到各家银行的重视,国有银行凭借庞大的用户基础,遍布全国的服务网点,在客户规模和市场占比上牢牢占据第一梯队,股份制银行通过不断的创新,围绕着消费场景和生活场景,为用户打造全新的用卡体验,获得越来越多的年轻用户的青睐。随着互联网企业纷纷涉足金融行业,蚂蚁金融的借呗、花呗,京东的京东白条,腾讯的微粒贷等产品基于对用户消费数据、社交数据、位置数据的分析,深入了解他的用户,贴近用户需求,其一键申请的便捷性,当天放款的时效性,支付方式的多样性完全迎合了客户消费金融需求,从高维向低维对传统银行的信用卡业务进行打击,冲击信用卡市场。各家银行面对同业和互联网异业的竞争,纷纷出招,积极应对,通过金融创新,服务创新,以更加积极的姿态拥抱互联网,尤其是近年来逐渐兴起的移动互联网,通过开发自己的APP,为客户提供差异化的服务和更好的用卡体验。G银行虽然信用卡业务起步较早,运作经验丰富,但是在发卡规模和营业收入上较第一梯队的国有银行还有很大差距,尤其是发卡规模,工商银行是其四倍以上,股份制银行中招商银行是其两倍多,没有足够的客户量,营业收入的增长就没有保障,G银行还有很大的提升空间。本文将以G银行为例,分析G银行信用卡业务的发展现状,通过SWOT分析找出G银行信用卡业务发展的优势和存在的不足,面对信用卡产业日趋成熟,用卡环境日趋完善,大数据运用为银行征信和客户价值挖掘提供有力保障机会下,积极应对同行业及互联网企业异业的挑战,从传统渠道,互联网渠道,运用新技术进行金融服务创新整合三个方面提出了信用卡业务的发展策略及实施措施,希望对G银行未来发展有所帮助。
[Abstract]:As an important source of income and profit for banks, credit card business has been paid more and more attention by various banks in recent years.In the customer scale and market proportion firmly occupy the first echelon, joint-stock banks through constant innovation, around the consumer scene and life scene, to create a brand new card experience for users, and get more and more young users favor.As Internet enterprises have been involved in the financial industry, Ant Finance's borrowing, flower, JingDong's JingDong white slips, Tencent's WeiLiDai and other products are based on the analysis of user consumption data, social data, location data, and in-depth understanding of his users.Close to the user's needs, the convenience of its one-click application, the timeliness of the day's lending and the variety of payment methods fully meet the consumer financial needs of customers. From the high dimension to the low dimension, the credit card business of the traditional banks will be dealt a blow.Impact the credit card market.In the face of competition from different industries in the same industry and the Internet, banks have taken steps one after another, actively responded, and embraced the Internet with a more positive attitude through financial innovation and service innovation, especially the mobile Internet, which has gradually emerged in recent years.Through the development of its own app, it provides customers with differentiated services and a better card experience. G Bank started its credit card business earlier and has rich operational experience.However, there is still a big gap between the scale of card issuance and the operating income of the state-owned banks in the first echelon. In particular, the scale of issuing cards is more than four times that of ICBC, and the China Merchants Bank of the joint-stock banking system is more than twice as large as the number of its customers.Revenue growth does not guarantee that G Bank still has a lot of room for improvement.This paper will take G Bank as an example, analyze the development status of G bank credit card business, find out the advantages and disadvantages of G bank credit card business development through SWOT analysis, face the credit card industry maturing day by day, use the card environment to perfect day by day.Under the opportunity to provide strong protection for bank credit information and customer value mining, big data actively responded to the challenges of the same industry and Internet enterprises from traditional channels and Internet channels.This paper puts forward the development strategy and implementation measures of credit card business from three aspects of financial service innovation and integration using new technology, hoping to be helpful to the future development of G Bank.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

【参考文献】