本文選題：信用卡 + 直銷人員　； 參考：《大連理工大學》2012年碩士論文

【摘要】：目前,信用卡的市場營銷受到銀行業(yè)的廣泛關(guān)注,我國各大銀行都在這方面進行積極探索。信用卡相關(guān)業(yè)務(wù)的開展可以極大提高銀行收益,為了加快信用卡業(yè)務(wù)發(fā)展步伐,搶占市場份額,各大銀行紛紛開發(fā)多種銷售渠道。其中,建立直銷人員,采用分行銷售加信用卡直銷相結(jié)合的模式被我國各大銀行廣泛采用,相關(guān)數(shù)據(jù)顯示,近年來超過50%的新增卡量來源于直銷渠道,在短短的幾年內(nèi),我國很多商業(yè)銀行信用卡直銷人員的隊伍規(guī)模已經(jīng)達到數(shù)千人,雖然信用卡直銷模式對于信用卡的發(fā)行已經(jīng)具有且在長遠的將來具有重要的意義,但是隨著直銷人員隊伍的不斷擴大以及信用卡業(yè)務(wù)領(lǐng)域的不斷擴展,在直銷人員的管理中出現(xiàn)了越來越多的問題和不合理之處,這些問題使得直銷人員不能有效支持銀行在信用卡領(lǐng)域的營銷創(chuàng)新。如何管理好分布全國各地的直銷人員,使其成為信用卡業(yè)務(wù)健康、持續(xù)發(fā)展的積極推動力,是我們面臨的重要挑戰(zhàn)。 本文以Z銀行大連信用卡部信用卡直銷人員管理為案例,探討解決信用卡直銷人員管理問題的有效途徑,完善信用卡直銷人員管理的方法,并最終提出了制定完善的人力資源計劃、增加人員選拔標準的可執(zhí)行性、提高人員招聘的專業(yè)性、重塑人員培訓體系、改善人員激勵體系、落實工作評估六項相應(yīng)的管理政策,為各大銀行的信用卡直銷人員管理提供有價值的參考。
[Abstract]:At present, the marketing of credit card receives the widespread concern of the banking industry, each big bank of our country carries on the active exploration in this aspect. The development of credit card related business can greatly improve bank income. In order to speed up the development of credit card business and seize market share, banks have developed a variety of sales channels. Among them, the establishment of direct sales personnel, the use of branch sales combined with credit card direct sales model is widely used by major banks in China, relevant data show that in recent years, more than 50% of the new card volume comes from direct selling channels, in a few short years, The number of credit card direct sales personnel in many commercial banks in China has reached thousands of people, although the credit card direct selling model has already had and has important significance in the long run for the issuance of credit cards. However, with the continuous expansion of direct selling personnel and the expansion of credit card business field, there are more and more problems and unreasonableness in the management of direct selling personnel. These problems make direct sales personnel unable to effectively support bank marketing innovation in the field of credit cards. How to manage the direct sales personnel all over the country and make them become the positive driving force for the healthy and sustainable development of credit card business is an important challenge we are facing. Taking the management of credit card direct selling personnel in Dalian credit card department of Z Bank as an example, this paper discusses the effective way to solve the problem of credit card direct selling personnel management and the method of perfecting credit card direct selling personnel management. Finally, it puts forward to make perfect human resource plan, to increase the executability of personnel selection standard, to improve the professionalism of personnel recruitment, to reshape the personnel training system, to improve the personnel incentive system, and to carry out the six corresponding management policies of job evaluation. Provide valuable reference for credit card direct selling personnel management of major banks.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.33

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本文編號：1883995