本文選題：商業(yè)銀行 + 信用卡�。� 參考：《武漢紡織大學(xué)》2017年碩士論文

【摘要】：面對(duì)目前復(fù)雜多變的金融市場(chǎng),面對(duì)利率市場(chǎng)化改革和互聯(lián)網(wǎng)金融的雙重影響下,我國金融市場(chǎng)的競(jìng)爭(zhēng)激烈程度不斷提升,商業(yè)銀行傳統(tǒng)的盈利模式,即存貸利差已越來越不能維系。如何保持持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì),搶占未來零售市場(chǎng)競(jìng)爭(zhēng)的制高點(diǎn),則必須要在經(jīng)營方式進(jìn)行轉(zhuǎn)型升級(jí)。2016年4月,人民銀行、銀監(jiān)會(huì)聯(lián)合印發(fā)《關(guān)于加大對(duì)新消費(fèi)領(lǐng)域金融支持的指導(dǎo)意見》(銀發(fā)[2016]92號(hào))。該文件的發(fā)布表明消費(fèi)金融將獲得長周期向上利好。“擴(kuò)內(nèi)需,提消費(fèi)”將成為新經(jīng)濟(jì)的重要引擎。作為消費(fèi)信貸的一種表現(xiàn)形式,信用卡分期業(yè)務(wù)已經(jīng)成為零售業(yè)務(wù)的核心業(yè)務(wù)之一,其具有拉動(dòng)社會(huì)消費(fèi)額增長,促進(jìn)經(jīng)濟(jì)的健康可持續(xù)發(fā)展起到重要作用;同時(shí),對(duì)于商業(yè)銀行而言,有利于拓展和調(diào)整客戶結(jié)構(gòu),穩(wěn)定和提升個(gè)人存款,貢獻(xiàn)高中間業(yè)務(wù)收入,優(yōu)化盈利結(jié)構(gòu)。因此研究信用卡分期客戶,不斷提升和創(chuàng)新市場(chǎng)營銷策略和客戶管理方式,提高與客戶在營銷和服務(wù)上的交互度,擴(kuò)大分期市場(chǎng)份額,是各家銀行發(fā)展信用卡分期業(yè)務(wù)必須重視的課題。自2008年A銀行上海分行將信用卡業(yè)務(wù)作為戰(zhàn)略目標(biāo)后,在信用卡分期業(yè)務(wù)市場(chǎng)營銷領(lǐng)域進(jìn)行了一系列探索,取得了不俗成績,但也面臨諸多問題挑戰(zhàn),如員工營銷觀念薄弱,產(chǎn)品同質(zhì)化嚴(yán)重,客戶忠誠度較低等問題。因此在當(dāng)前市場(chǎng)競(jìng)爭(zhēng)日趨白熱化、經(jīng)濟(jì)增速放緩的背景下,建立一套先進(jìn)的適合A銀行上海分行信用卡分期客戶自身特色的客戶關(guān)系管理模式,提高客戶管理水平和效率,以促進(jìn)其更好、更快前行,駛上健康發(fā)展的快車道是擺在上海分行信用卡從業(yè)人員面前的一個(gè)嚴(yán)峻課題。本文一共分為五個(gè)部分:第一部分介紹A銀行上海分行信用卡分期產(chǎn)品構(gòu)成和研究客戶的分類和需求以及客戶關(guān)系特征;第二部分研究A銀行上海分行信用卡分期的現(xiàn)狀與問題分析;第三部是發(fā)達(dá)國家以及行業(yè)領(lǐng)先銀行的客戶關(guān)系管理的優(yōu)秀經(jīng)驗(yàn);第四部分是完善A銀行上海分行客戶關(guān)系管理的對(duì)策建議;第五部分是就研究中存在的不足之處進(jìn)行了說明。本文的創(chuàng)新之處主要為A銀行上海分行信用卡分期業(yè)務(wù)在客戶定位和細(xì)分的基礎(chǔ)上制定不同產(chǎn)品和服務(wù)策略并加強(qiáng)客戶關(guān)系維護(hù)與管理,從而提升客戶忠誠度,并持續(xù)帶來中間業(yè)務(wù)收入。
[Abstract]:In the face of the current complex and changeable financial market, facing the interest rate marketization reform and the dual influence of Internet finance, the degree of competition in our financial market is increasing continuously, the traditional profit model of commercial banks, That is, deposit and loan spreads have become increasingly unsustainable. In April 2016, the people's Bank of China, the people's Bank of China, said, "how to maintain a sustainable competitive advantage and seize the commanding point of competition in the future retail market must be transformed and upgraded in the mode of operation." The CBRC jointly issued the guidance on increasing Financial support to the New Consumer sector (Silver hair [2016] 92). The release of the document shows that consumer finance will have a long-term upward positive. "expanding domestic demand, raising consumption" will become an important engine of the new economy. As a form of consumer credit, credit card staging business has become one of the core business of retail business, which plays an important role in stimulating the growth of social consumption and promoting the healthy and sustainable development of economy. For commercial banks, it is beneficial to expand and adjust customer structure, stabilize and enhance personal deposits, contribute high intermediate business income and optimize profit structure. Therefore, the study of credit card staging customers, constantly improve and innovate marketing strategies and customer management, improve the interaction with customers in marketing and service, expand the market share of installment, Is each bank develops the credit card installment business must pay attention to the topic. Since 2008, A Bank Shanghai Branch has taken credit card business as its strategic goal, and has made a series of explorations in the marketing field of credit card phased business, but it also faces many problems and challenges, such as the weak concept of employee marketing. Product homogenization is serious, customer loyalty is low and other problems. Therefore, under the background of the increasingly fierce market competition and the slowing economic growth rate, an advanced customer relationship management model suitable for the credit card phased customers of Bank A Shanghai Branch is established to improve the level and efficiency of customer management. In order to promote its better, faster forward, driving on the fast track of healthy development is put in front of credit card practitioners in Shanghai Branch a serious problem. This paper is divided into five parts: the first part introduces the composition of credit card staging products of Bank A Shanghai Branch and studies the classification and demand of customers as well as customer relationship characteristics; The second part studies the current situation and problem analysis of credit card staging of Bank A Shanghai Branch, the third part is the excellent experience of customer relationship management of developed countries and industry leading banks. The fourth part is the countermeasures and suggestions to perfect the customer relationship management of Bank A Shanghai Branch, and the fifth part is to explain the shortcomings of the study. The innovation of this paper is that the credit card staging business of Bank A Shanghai Branch formulates different product and service strategies and strengthens customer relationship maintenance and management on the basis of customer positioning and subdivision, so as to enhance customer loyalty. And continue to bring intermediate business revenue.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.3;F274

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