【摘要】：在我國,信用卡業(yè)務(wù)是一項新型個人金融業(yè)務(wù),市場容量大、潛力足。隨著我國金融市場的日益開放,各家銀行為搶占市場份額,都積極行動起來,采取各種有效措施加大推進(jìn)力度,信用卡業(yè)務(wù)已成為各大銀行實現(xiàn)戰(zhàn)略轉(zhuǎn)型的重點。建行總行早已提出建設(shè)“國際一流零售商業(yè)銀行”的戰(zhàn)略目標(biāo),前董事長郭樹清在信用卡中心視察時強(qiáng)調(diào)并指出,要從奪取未來零售銀行業(yè)務(wù)戰(zhàn)略主動權(quán)的高度推進(jìn)信用卡業(yè)務(wù)發(fā)展。本文以戰(zhàn)略管理理論為依據(jù),結(jié)合筆者長期從事信用卡業(yè)務(wù)的經(jīng)驗和知識,較深入分析了建行河北省分行信用卡業(yè)務(wù)的優(yōu)劣勢,圍繞著實現(xiàn)建行河北省分行信用卡業(yè)務(wù)的戰(zhàn)略目標(biāo),提出了實現(xiàn)發(fā)卡量領(lǐng)先,實現(xiàn)良好的效益以及實現(xiàn)效益與風(fēng)險平衡的一系列具體的發(fā)展策略。 本文共分為八章。第一章介紹了研究背景、意義、內(nèi)容、方法及論文框架；第二章介紹相關(guān)的戰(zhàn)略管理理論、分析工具、國內(nèi)外相關(guān)研究綜述；第三章運(yùn)用PEST分析方法、波特五力模型對建行河北省分行信用卡外部環(huán)境進(jìn)行了分析,指出了國內(nèi)信用卡發(fā)展的行業(yè)環(huán)境以及河北地區(qū)信用卡業(yè)務(wù)的競爭環(huán)境；第四章通過對建行河北省分行內(nèi)部資源分析,運(yùn)用企業(yè)核心競爭力方法和SWOT模型,著重指出了建行河北省分行信用卡業(yè)務(wù)優(yōu)劣勢；第五章提出了建行河北省分行信用卡業(yè)務(wù)的發(fā)展戰(zhàn)略方案；第六章則從規(guī)模、效益和風(fēng)險三個方面,分別提出了相應(yīng)的發(fā)展策略；第七章給出了為實現(xiàn)發(fā)展策略,要采取的保障措施和建議；第八章對全文的重要結(jié)論進(jìn)行了歸納,指出論文的不足,并對未來研究方向進(jìn)行了展望。 本文立足于世界信用卡行業(yè)整體發(fā)展大勢,著重分析了信用卡業(yè)務(wù)發(fā)展的內(nèi)在規(guī)律。通過運(yùn)用管理學(xué)中的戰(zhàn)略管理理論模型和基礎(chǔ)研究方法,結(jié)合建行河北省分行信用卡業(yè)務(wù)現(xiàn)狀,制定出業(yè)務(wù)發(fā)展戰(zhàn)略規(guī)劃,較為完整地分析了信用卡業(yè)務(wù)的發(fā)展問題,為建行河北省分行在激烈的市場競爭中洞察先機(jī),對建行信用卡業(yè)務(wù)乃至我國信用卡行業(yè)的發(fā)展均具有現(xiàn)實參考意義,同時對信貸部門也具有極大的參考價值。
[Abstract]:In China, credit card business is a new type of personal financial business, large market capacity, full of potential. With the increasing opening of the financial market in China, all the banks have taken positive actions to seize the market share and take various effective measures to enhance the promotion. Credit card business has become the focus of the strategic transformation of the major banks. CCB's head office has long put forward the strategic goal of building a "first-class international retail commercial bank," and Guo Shuqing, former chairman, stressed and pointed out during an inspection of the credit card center. It is necessary to advance the development of credit card business by taking the strategic initiative of retail banking in the future. Based on the theory of strategic management and combined with the author's experience and knowledge in credit card business for a long time, this paper deeply analyzes the advantages and disadvantages of credit card business in Hebei Branch of CCB. Around the strategic goal of realizing credit card business of Hebei branch of CCB, this paper puts forward a series of concrete development strategies to realize the leading of card issuance, the realization of good benefit and the balance between benefit and risk. This paper is divided into eight chapters. The first chapter introduces the research background, significance, content, methods and the framework of the thesis, the second chapter introduces the relevant strategic management theory, analysis tools, domestic and foreign related research overview; The third chapter analyzes the external environment of credit card in Hebei branch of CCB by using PEST analysis method, and points out the industry environment of domestic credit card development and the competition environment of credit card business in Hebei area. The fourth chapter analyzes the internal resources of the Hebei branch of CCB, and points out the advantages and disadvantages of the credit card business of the Hebei branch of CCB by using the method of enterprise core competence and SWOT model. The fifth chapter puts forward the development strategy of the credit card business of Hebei Branch of CCB, and the sixth chapter puts forward the corresponding development strategy from three aspects: scale, benefit and risk. The seventh chapter gives the safeguard measures and suggestions to realize the development strategy, and the eighth chapter summarizes the important conclusions of the paper, points out the shortcomings of the thesis, and looks forward to the future research direction. Based on the overall development trend of credit card industry in the world, this paper analyzes the inherent law of credit card business development. By applying the theoretical model of strategic management and basic research methods in management and combining the current situation of credit card business in Hebei Branch of CCB, this paper draws up a strategic plan for the development of business, and analyzes the development of credit card business in a more complete way. In order to understand the opportunity in the fierce market competition, Hebei Branch of CCB has practical reference significance to the credit card business of CCB and even the development of credit card industry in our country. At the same time, it also has great reference value to the credit department.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.2

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本文編號：2441715