本文關(guān)鍵詞： 競爭情報(bào) 競爭策略 信號分析 市場信號 SCP范式　出處：《南京大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來眾多銀行紛紛將視線轉(zhuǎn)移到個人消費(fèi)信貸市場上,不斷加大對于信用卡業(yè)務(wù)的投入,加劇了信用卡市場的競爭。而隨著移動互聯(lián)網(wǎng)的迅速發(fā)展,以消費(fèi)金融公司、互聯(lián)網(wǎng)金融公司為代表的眾多企業(yè)紛紛將目光瞄準(zhǔn)這一市場,推出了眾多互聯(lián)網(wǎng)消費(fèi)信貸產(chǎn)品,這些產(chǎn)品在性質(zhì)上與銀行信用卡業(yè)務(wù)極為相似,成為信用卡業(yè)務(wù)在行業(yè)外部的競爭者。本文將招商銀行信用卡作為研究出發(fā)點(diǎn),引入SCP范式理論,從市場結(jié)構(gòu)、市場行為和市場績效3個方面探究招商銀行信用卡行業(yè)內(nèi)部的競爭態(tài)勢;利用競爭情報(bào)的信號分析理論,從行業(yè)環(huán)境、產(chǎn)品、客戶、戰(zhàn)略聯(lián)盟和技術(shù)等角度探究招商銀行信用卡面臨的以互聯(lián)網(wǎng)消費(fèi)信貸產(chǎn)品為主體的行業(yè)外部競爭態(tài)勢。在對競爭現(xiàn)狀進(jìn)行深入分析之后,提出相應(yīng)的競爭策略。(1)通過對信用卡市場的機(jī)構(gòu)、市場行為和市場績效進(jìn)行研究之后發(fā)現(xiàn),目前信用卡市場屬于寡占市場,8家銀行占據(jù)了市場份額的80%以上,而各家銀行的信用卡產(chǎn)品差異程度小,產(chǎn)品同質(zhì)化嚴(yán)重。從市場行為來看,價格競爭行為逐漸失效,以市場營銷策略為代表的非價格行為成為各家銀行當(dāng)前的主要競爭手段。與此同時,通過使用BCG矩陣對各家銀行的市場份額和市場增長率兩大指標(biāo)進(jìn)行分析之后,發(fā)現(xiàn)當(dāng)前招商銀行信用卡的主要競爭者為工商銀行、建設(shè)銀行和農(nóng)業(yè)銀行,未來的潛在競爭對手為浦發(fā)銀行、廣發(fā)銀行、平安銀行和中信銀行。(2)在行業(yè)外部競爭態(tài)勢的分析中,筆者首先使用了 PEST分析方法研究了消費(fèi)信貸產(chǎn)品的行業(yè)環(huán)境,目前政治環(huán)境、經(jīng)濟(jì)環(huán)境、社會環(huán)境和技術(shù)環(huán)境都有很多利好因素。從產(chǎn)品來看,商業(yè)銀行、消費(fèi)金融公司、互聯(lián)網(wǎng)金融公司的產(chǎn)品差異不明顯,其競爭優(yōu)勢主要在于流量優(yōu)勢帶來的對于線上消費(fèi)場景的控制。筆者通過問卷調(diào)查的方式了解當(dāng)前互聯(lián)網(wǎng)消費(fèi)信貸產(chǎn)品的使用情況,雖然現(xiàn)階段互聯(lián)網(wǎng)消費(fèi)信貸產(chǎn)品規(guī)模相對于信用卡業(yè)務(wù)規(guī)模較小,但是隨著其適用場景的不斷增加,未來互聯(lián)網(wǎng)消費(fèi)信貸產(chǎn)品將帶給信用卡業(yè)務(wù)越來越大的沖擊。此外,互聯(lián)網(wǎng)消費(fèi)信貸企業(yè)通過收購、入股、戰(zhàn)略合作等不同的方式在消費(fèi)入口、資金和技術(shù)等不同環(huán)節(jié)結(jié)成戰(zhàn)略聯(lián)盟,以搶占消費(fèi)場景并降低運(yùn)營成本。技術(shù)實(shí)力是互聯(lián)網(wǎng)消費(fèi)信貸企業(yè)相較于傳統(tǒng)銀行的一大優(yōu)勢。(3)通過問卷調(diào)查,從基于顧客滿意度的角度探究招商銀行信用卡的競爭力,結(jié)果表明客戶服務(wù)質(zhì)量是招商銀行信用卡的核心競爭力,以掌上生活和微信銀行為核心的移動端優(yōu)勢提升了客戶使用信用卡便捷性的滿意度,而促銷策略滿意度有待提升。(4)結(jié)合前文的分析結(jié)果,提出的競爭策略為:1)聚焦主要競爭對手,關(guān)注潛在競爭對手,重視競爭情報(bào)工作;2)促銷策略多元化,提高客戶滿意度;3)繼續(xù)強(qiáng)化移動端競爭優(yōu)勢;4)在信用卡產(chǎn)品和功能設(shè)計(jì)上滿足客戶個性化需求。5)加強(qiáng)消費(fèi)場景的擴(kuò)展;6)以更加開放的心態(tài)加強(qiáng)戰(zhàn)略聯(lián)盟建設(shè);7)加強(qiáng)技術(shù)能力建設(shè)。
[Abstract]:Many banks have the attention to the individual consumer credit market in recent years, increasing the credit card business investment, increased competition in the credit card market. With the rapid development of mobile Internet, the Internet financial company to Consumer Finance Companies, many enterprises have sights as the representative of the market, launched a large number of Internet consumption credit products, these products in nature and bank credit card business is very similar, as the credit card business in the industry external competitors. The China Merchants Bank credit card as the starting point, the introduction of SCP paradigm theory, from 3 aspects of market structure, market behavior and market performance of China Merchants Bank credit card competition within the industry the use of signal analysis theory; competitive intelligence, from the industry environment, products, customers, strategic alliances and technological angle research of China Merchants Bank letter Use the card face to the Internet consumer credit products as the main industry of external competition. After in-depth analysis of the competitive situation, put forward the corresponding competition strategy. (1) based on the credit card market mechanism, after the discovery of market behavior and market performance, the credit card market is oligopolistic market, 8 Banks occupy more than 80% market share, while the credit card banks small degree of product differentiation, product homogeneity serious. From the market behavior, price competition behavior is invalid. The non price behavior in the market marketing strategy has become the main means of competition as the representative of the current banks. At the same time, by using the BCG matrix on the banks of the market share and the market growth rate of two indicators for analysis, found the main competitors of the China Merchants Bank credit card for the industrial and commercial bank, construction bank and Agricultural Bank For the future, potential competitors for the Shanghai Pudong Development Bank, Guangdong Development Bank, Ping An Bank and CITIC Bank. (2) in the analysis of the industry's external competition situation, the author uses the PEST analysis method to study the consumer credit products industry environment, the political environment, economic environment, social environment and technical environment there are a lot of favorable factors. From the product point of view, commercial banks, Consumer Finance Companies, Internet financial company product differentiation is not obvious, its competitive advantage lies in the advantages brought by the flow for online consumer scene control. I understand the use of the Internet consumer credit products through the questionnaire survey, although at present the Internet consumer credit product size relative to the credit card business is small, but with the increasing of the application scenarios, the future of Internet consumer credit products will bring more credit card business To the greater impact. In addition, the Internet consumer credit business through the acquisition of shares, strategic cooperation in different ways in the consumer entrance, capital and technology in different aspects such as strategic alliances, in order to seize the consumer scene and reduce operating costs. The technical strength is a big advantage of the Internet consumer credit business (compared to traditional banks. 3) through a questionnaire survey on the competitiveness of China Merchants Bank credit card based on customer satisfaction point of view, the results show that customer service quality is the core competitiveness of China Merchants Bank credit card, the mobile terminal handheld living and WeChat bank as the core to enhance the satisfaction degree of convenience use of credit card customers, and promotional strategies to improve satisfaction. (4) according to the results of analysis, put forward the competition strategy: 1) focus attention the main competitors, potential competitors, attach importance to the work of competitive intelligence; 2) sales promotion Slightly diversified, improve customer satisfaction; 3) continue to enhance the competitive advantage of mobile terminals; 4) meet customer's personalized needs in credit card products and functional design,.5) enhance the consumption scenario expansion; 6) strengthen the strategic alliance construction with a more open mind; 7) strengthen technological power building.

【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2

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