Z银行黑龙江省分行信用卡业务发展研究

发布时间：2018-04-19 17:54

本文选题：Z银行黑龙江省分行 + 信用卡业务　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：现今信用卡已经成为刷卡消费与提前消费这种普遍支付方式与消费心理相结合的主要依托体,它的便利性已经得到人们的广泛认可,信用卡业务给人们带来便利的同时也成为银行继储蓄业务、信贷业务、公司业务以外的另一重要业务,成为银行零售业务收入的主要来源,因此各大银行都积极开展信用卡业务。我国发行信用卡的机构众多,除去五大行外还有众多商业银行以及境内外资银行参与到信用卡市场的竞争中,使得信用卡市场竞争日益激烈。Z银行黑龙江省分行成立较晚,在激烈的市场竞争中一直处于弱势,探讨如何增强信用卡业务的发展,做好信用卡业务的发展工作,成为Z银行黑龙江省分行面临的重要问题,同时对我国信用卡业务持续健康的发展也有着重要的意义。Z银行黑龙江省分行信用卡业务发展无论是与黑龙江省内同业相比,还是与东北三省内Z银行分行相比各项业务指标均处于落后地位。且黑龙江省分行内部各分、支行信用卡业务发展水平参差不齐,与地域经济呈现相关性。Z银行黑龙江省分行信用卡业务发展中存在诸多问题。从产品设计到服务渠道,从客户群体定位到特约商户发展,都存在单一覆盖问题。造成这些问题的主要原因有:在营销中防范风险导致客户群体呈现单一化、产品创新与服务落后于行业发展速度、任务化的营销方式致使死卡、睡眠卡大量出现,占用了内部数据资源浪费营销成本、营销中以短期利益为导向,无论是在营销手段、品牌吸引力、服务支持上等方面的实力均不如同业。根据Z银行黑龙江省分行信用卡业务发展现状对黑龙江省分行信用卡业务的发展在三方面提出建议包括:信用卡业务前端营销建议、信用卡业务中端风险管控建议、信用卡业务后端服务建议。全方位地优化Z银行黑龙江省分行信用卡业务,解决信用卡业务发展中存在的问题与弊端,全面提升信用卡业务的竞争实力。
[Abstract]:Nowadays, credit card has become the main support for the combination of credit card consumption and advance consumption, which is the common payment mode and consumer psychology. Its convenience has been widely recognized by people.Credit card business brings convenience to people, and it also becomes another important business other than bank savings business, credit business and company business. It also becomes the main source of bank retail business income.As a result, the major banks are actively engaged in credit card business.There are many credit card issuing institutions in our country. Besides the five big banks, there are also many commercial banks and foreign banks in China participating in the competition in the credit card market. As a result, the competition in the credit card market is becoming increasingly fierce. Z Bank Heilongjiang Branch was established later.In the fierce market competition, we have been in a weak position. How to enhance the development of credit card business and do a good job in the development of credit card business has become an important problem facing Z Bank Heilongjiang Branch.At the same time, it is also of great significance to the sustained and healthy development of credit card business in our country.Or three provinces in the northeast compared with the Z bank branch business indicators are in a backward position.The development level of credit card business in the branch of Heilongjiang Province is uneven, which is related to the regional economy. There are many problems in the development of credit card business of Heilongjiang Branch of Z Bank.From product design to service channel, from customer group orientation to the development of special merchants, there is a single coverage problem.The main reasons for these problems are as follows: the risk prevention in marketing leads to the simplification of the customer group, the product innovation and service lag behind the speed of the industry development, the task-based marketing method causes the dead card, the sleep card appears in large numbers.It takes up internal data resources to waste marketing cost, and in marketing it is oriented by short-term benefits. It is inferior to the same industry in terms of marketing means, brand attractiveness, service support and so on.According to the current situation of credit card business development of Z Bank Heilongjiang Branch, the paper puts forward three suggestions on the development of credit card business in Heilongjiang Province, including: credit card business front-end marketing suggestion, credit card business end risk management suggestion,Credit card business back-end service recommendations.To optimize the credit card business of Z bank Heilongjiang branch, solve the problems and drawbacks in the development of credit card business, and promote the competitive strength of credit card business in an all-round way.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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