發(fā)布時間：2018-03-13 02:10

  本文選題：中國銀行　切入點：信用卡　出處：《遼寧大學》2015年碩士論文　論文類型：學位論文

【摘要】：信用卡是發(fā)卡機構(gòu)主要是商業(yè)銀行等金融機構(gòu)向個人和單位發(fā)放的,可以在特約商戶消費、支付以及向銀行存取現(xiàn)金,具有消費信用的卡片。信用卡是一種非現(xiàn)金的支付方式,具有先消費后還款的功能,是商業(yè)銀行提供給用戶的一種小額信貸支付工具。發(fā)卡銀行通過信用卡的消費額度來向客戶提供小額消費信貸,在增強客戶消費能力的同時,刺激了客戶的消費需求,進而促進經(jīng)濟快速發(fā)展。因此,商業(yè)銀行的信用卡業(yè)務在刺激消費和推動經(jīng)濟發(fā)展方面發(fā)揮了不可小覷的作用。從1985年3月,中國銀行珠海市分行發(fā)行了我國第一張信用卡即中銀卡至今,我國商業(yè)銀行信用卡業(yè)務經(jīng)過近30年的發(fā)展已經(jīng)具有相當?shù)囊?guī)模。隨著發(fā)卡量的快速增長,各家商業(yè)銀行越來越注重發(fā)卡的質(zhì)量,更加注重信用卡服務水平的提高。而且各銀行為了搶占市場份額,不斷推出新的信用卡產(chǎn)品,如聯(lián)名卡。經(jīng)過這些年的大力發(fā)展,信用卡業(yè)務已經(jīng)成為商業(yè)銀行零售業(yè)務中不可或缺的組成部分,成為了商業(yè)銀行利潤來源之一,對商業(yè)銀行的經(jīng)營起著舉足輕重的作用。雖然我國信用卡發(fā)展迅速,各大商業(yè)銀行也不斷加大對信用卡業(yè)務的投入,但是各銀行信用卡業(yè)務重點還放在發(fā)行環(huán)節(jié),卻忽視了信用卡的品牌建設和服務品質(zhì)的提升。由于信用卡業(yè)務是商業(yè)銀行最重要的零售業(yè)務之一,面對日益激烈的市場競爭加劇和客戶不斷變化的需求,商業(yè)銀行應該轉(zhuǎn)變競爭模式和業(yè)務發(fā)展方向。中國銀行作為歷史最悠久的國有大型商業(yè)銀行,也是我國第一家發(fā)行信用卡的銀行。具有百年歷史的中國銀行有雄厚的資本實力,品牌價值高,經(jīng)營理念先進,國際化程度高等先天優(yōu)勢,因此在開展信用卡業(yè)務時較其他銀行具有較大優(yōu)勢。但是,中國銀行的信用卡業(yè)務業(yè)績,與其在金融市場的地位并不相匹配。因此必須抓住契機,從客戶需求出發(fā),改進開展信用卡業(yè)務的策略,成為國內(nèi)信用卡業(yè)務的領跑者。本文采用問卷調(diào)研的方法,對中國銀行A支行信用卡客戶持卡用卡狀況進行調(diào)研,具體是通過對前來中國銀行A支行辦理業(yè)務的客戶進行調(diào)查問卷,調(diào)查中國銀行A支行信用卡客戶對信用卡了解情況、客戶辦卡渠道動機、客戶用卡情況、客戶用卡環(huán)境并發(fā)現(xiàn)其中存在的問題,通過對問題的分析,進而從加強信用卡宣傳推廣工作、推動客戶用卡消費和改善客戶用卡環(huán)境等方面提出改進中國銀行A支行信用卡客戶持卡用卡狀況的對策建議。
[Abstract]:Credit cards are cards issued to individuals and units by credit card issuers, mainly commercial banks and other financial institutions. They can consume, pay and deposit cash from special businesses and banks. They have consumer credit cards. Credit cards are a non-cash payment method. With the function of first consumption and then repayment, it is a kind of micro-credit payment tool provided by commercial banks to users. Card issuing banks provide micro-consumption credit to customers through the consumption quota of credit cards, which enhances the consumers' consumption ability at the same time. Thus, the credit card business of commercial banks has played an important role in stimulating consumption and promoting economic development. The Bank of China Zhuhai Branch issued the first credit card in China, the Bank of China card. After nearly 30 years of development, the credit card business of commercial banks in China has already had a considerable scale. With the rapid growth of the number of cards issued, Commercial banks are paying more and more attention to the quality of credit card issuance and the improvement of credit card service level. Moreover, in order to seize market share, banks continue to introduce new credit card products, such as joint credit cards. After these years of vigorous development, Credit card business has become an indispensable part of the retail business of commercial banks, has become one of the profit sources of commercial banks, and plays an important role in the management of commercial banks. Major commercial banks are also increasing their investment in credit card business. However, the credit card business of various banks is still focused on issuing links. Because credit card business is one of the most important retail business of commercial banks, facing the increasingly fierce market competition and the ever-changing demand of customers, the credit card business has neglected the brand building and the improvement of service quality of the credit card, because the credit card business is one of the most important retail business of the commercial banks. Commercial banks should change their competitive mode and business development direction. As the oldest large state-owned commercial banks, the Bank of China is also the first bank in China to issue credit cards. The bank of China, which has a history of 100 years, has strong capital strength. The brand value is high, the management idea is advanced, the degree of internationalization is high, so the credit card business has more advantages than other banks. However, the credit card business performance of Bank of China, Therefore, we must seize the opportunity to improve the strategy of developing credit card business in order to become the leader of domestic credit card business. To investigate the status of credit card holders in Bank of China A Branch, specifically through the survey of customers who come to Bank of China A Branch to conduct business, to investigate the credit card situation of Bank of China A credit card customers. Through the analysis of the problems, the motivation of the channel, the situation of the customer, the environment of the customer using the card and the problems found in it, the promotion of the credit card will be strengthened from the point of view of strengthening the promotion of the credit card. Some suggestions are put forward to improve the status of credit card holding in Bank of China A Branch from the aspects of promoting the consumption of customer's card and improving the environment of customer's credit card.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.2

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