【摘要】：在總結回顧中國銀行寧波分行信用卡業(yè)務發(fā)展歷程的基礎上，本文深入分析了中國銀行寧波分行自身的優(yōu)勢、劣勢、機會和挑戰(zhàn)，并提出了相應的發(fā)展戰(zhàn)略以及保障措施。 中國銀行寧波分行信用卡業(yè)務發(fā)展大體經歷了四個歷史性發(fā)展階段：市場壟斷階段（1988年-1998年）、整合調整階段（1998年-2006年）、跑馬圈地階段（2007年-2011年），精耕細作階段（2012年-至今）。 通過SWOT分析，筆者歸納出中國銀行寧波分行存在的優(yōu)勢有：1、品牌形象突出；2、市場份額領先；3、產品品種齊全；4、定價機制靈活；5、組織架構完善；6、跨境優(yōu)勢明顯；7、行內資源豐富等，劣勢有：1、客戶基礎不強；2、手續(xù)費收入增長不力；3、目標族群定位不明；4、營銷宣傳不到位；5、服務創(chuàng)新不足；6、國際卡優(yōu)勢不明顯；7、行內資源利用不充分；8、分期業(yè)務潛力挖掘不夠等，機遇有：1、國家經濟保持快速增長;2、城鎮(zhèn)化帶來巨大消費潛力;3、刷卡受理環(huán)境得到改善；4、公眾持卡用卡意識越來越深入；5、個人經濟生活全球化趨勢越來越明顯；6、金融IC卡等新技術越來越普及；7、信用卡案防能力越來越強大等，挑戰(zhàn)有：1、刷卡手續(xù)費率大幅下調；2、寧波市場信用卡卡量已趨飽和；3、信用卡創(chuàng)意容易被復制；4、經濟下行趨勢下信用風險管控壓力加大；5、寧波市場信用卡行業(yè)競爭激烈等。 正是基于上述的分析，筆者創(chuàng)新性地提出了六項戰(zhàn)略舉措：1、努力打造“內外兼顧”的品牌形象2、全面落實量質并舉的經營理念3、重點開發(fā)“都市白領、中小企業(yè)主、民生金融消費者”等目標市場4、積極倡導高效營銷觀念5、充分發(fā)揮聯(lián)動營銷功效6、強力推進分期付款業(yè)務等。文章的最后，筆者憑借多年的信用卡管理工作經驗，，提出了戰(zhàn)略實施的措施保障。
[Abstract]:On the basis of summarizing and reviewing the development of credit card business in Ningbo Branch of Bank of China, this paper analyzes the advantages, disadvantages, opportunities and challenges of Ningbo Branch of Bank of China, and puts forward the corresponding development strategy and safeguard measures. The development of credit card business in Ningbo Branch of Bank of China has experienced four historical stages: market monopoly stage (1988-1998), integration and adjustment stage (1998-2006), racetrack stage (2007-2011). Intensive farming stage (2012-present). Through SWOT analysis, the author concludes that the advantages of Ningbo Branch of Bank of China are as follows: 1, outstanding brand image; 2, leading market share; 3, complete products; 4, flexible pricing mechanism; 5, perfect organizational structure; 6, the cross-border advantage is obvious; 7, the industry is rich in resources, the disadvantages are: 1, the customer base is not strong; 2, the fee income growth is weak; 3, the target ethnic group position is unclear; 4, the marketing propaganda is not in place; 5, the service innovation is insufficient; 6, the advantage of international card is not obvious, 7, the utilization of resources in the industry is not sufficient; 8, the potential of phased business is not enough, the opportunities are: 1, the rapid growth of the national economy; 2, urbanization brings huge consumption potential; 3, the credit card acceptance environment has been improved; 4, the awareness of the public holding cards is getting deeper and deeper; 5, the globalization trend of personal economic life is becoming more and more obvious; 6, financial IC card and other new technologies are becoming more and more popular; 7, the ability of preventing credit card cases is becoming more and more powerful, the challenges include: 1, the charge rate of credit card printing is greatly reduced; (2) the amount of credit card in Ningbo market has become saturated; (3) credit card originality is easy to be copied; (4) the pressure of credit risk control is increased under the downward trend of economy; and (5) the competition of credit card industry in Ningbo market is fierce. It is based on the above analysis, the author creatively put forward six strategic measures: 1, strive to create a "both internal and external" brand image 2, the overall implementation of both quantitative and qualitative business philosophy 3, focus on the development of "urban white-collar, small and medium-sized business owners," Minsheng financial consumers, and other target markets, actively advocate efficient marketing concept 5, give full play to the effectiveness of linked marketing 6, strong promotion of installment payment business and so on. At the end of the article, the author puts forward the measures to ensure the implementation of the strategy by virtue of many years of experience in credit card management.
【學位授予單位】：寧波大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F832.2

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