本文選題：ZG銀行 + CG支行��； 參考：《鄭州大學(xué)》2015年碩士論文

【摘要】：信用卡產(chǎn)生于美國(guó),是信貸消費(fèi)領(lǐng)域中不可或缺的金融工具。自從1995年廣東發(fā)展銀行發(fā)行了我國(guó)第一張真正意義上的信用卡以來(lái),商業(yè)銀行在發(fā)展信用卡業(yè)務(wù)上經(jīng)歷了一個(gè)漫長(zhǎng)的起步和探索階段。近年來(lái)隨著經(jīng)濟(jì)的不斷發(fā)展和居民收入的增加,我國(guó)信用卡的發(fā)行量逐年上升,消費(fèi)比重也不斷擴(kuò)大。面對(duì)新形勢(shì),多家商業(yè)銀行對(duì)于信用卡業(yè)務(wù)加大了精力和資金的投入。2002年中國(guó)銀聯(lián)的成立,為我國(guó)信用卡產(chǎn)業(yè)的發(fā)展起到了推動(dòng)作用,我國(guó)信用卡產(chǎn)業(yè)開(kāi)始呈現(xiàn)加速發(fā)展趨勢(shì),各個(gè)發(fā)卡機(jī)構(gòu)之間的競(jìng)爭(zhēng)日趨激烈。2006年底中國(guó)金融市場(chǎng)對(duì)外資開(kāi)放,外資銀行和境外的發(fā)卡機(jī)構(gòu)也紛紛采用各種各樣的方式進(jìn)入中國(guó)市場(chǎng)。導(dǎo)致行業(yè)競(jìng)爭(zhēng)日趨激烈,面對(duì)競(jìng)爭(zhēng)壓力,各商業(yè)銀行只能努力探尋和開(kāi)發(fā)適應(yīng)市場(chǎng)需求的新的利潤(rùn)增長(zhǎng)點(diǎn),為此,信用卡業(yè)務(wù)也成為現(xiàn)代商業(yè)銀行重點(diǎn)發(fā)展的業(yè)務(wù)之一。信用卡業(yè)務(wù)以其豐厚的利潤(rùn)回報(bào)特征成為銀行競(jìng)爭(zhēng)的重要手段,各銀行為獲得高額利潤(rùn),紛紛加大對(duì)信用卡業(yè)務(wù)的資金投放力度。在這個(gè)全新的市場(chǎng)環(huán)境中,發(fā)卡銀行選擇怎樣的發(fā)展策略是一個(gè)現(xiàn)實(shí)而又十分迫切、無(wú)法回避的課題。因此,對(duì)信用卡業(yè)務(wù)發(fā)展策略進(jìn)行研究,對(duì)于像ZG銀行CG支行這樣實(shí)力相對(duì)薄弱的縣域級(jí)國(guó)有銀行而言,有著重大的現(xiàn)實(shí)意義。本文以ZG銀行CG支行信用卡業(yè)務(wù)發(fā)展為研究對(duì)象。一共分為四部分。第一部分是緒論,主要介紹本文的選題背景、選題意義以及文獻(xiàn)綜述。第二部分是信用卡的理論概述。第三部分重點(diǎn)分析ZG銀行CG支行信用卡發(fā)展現(xiàn)狀,指出信用卡業(yè)務(wù)在發(fā)展過(guò)程中存在的主要問(wèn)題。第四部分是針對(duì)ZG銀行CG支行信用卡發(fā)展中出現(xiàn)的問(wèn)題提出對(duì)策。本文的特色在于:一是將理論分析和實(shí)例論證相結(jié)合,系統(tǒng)地論證了ZG銀行CG支行信用卡發(fā)展過(guò)程中存在的主要問(wèn)題和難點(diǎn)。二是文章將中外優(yōu)秀銀行信用卡營(yíng)銷的經(jīng)驗(yàn)與ZG銀行CG支行的市場(chǎng)狀況相結(jié)合,對(duì)具體問(wèn)題提出了有針對(duì)性的建議。希望通過(guò)信用卡市場(chǎng)定位、多渠道營(yíng)銷策略、風(fēng)險(xiǎn)管理的加強(qiáng)等措施的實(shí)施來(lái)促進(jìn)ZG銀行CG支行信用卡業(yè)務(wù)的良好發(fā)展。
[Abstract]:Credit card originated in the United States, is an indispensable financial instrument in the field of credit consumption. Since the Guangdong Development Bank issued the first real credit card in China in 1995, commercial banks have experienced a long stage of starting and exploring in the development of credit card business. In recent years, with the development of economy and the increase of residents' income, the circulation of credit card in China is increasing year by year, and the proportion of consumption is also expanding. In the face of the new situation, many commercial banks have increased their energy and investment in credit card business. The establishment of China UnionPay in 2002 has played a role in promoting the development of China's credit card industry, and the credit card industry of our country has begun to show a trend of accelerated development. At the end of 2006, China's financial market was open to foreign capital, and foreign banks and overseas card issuers also adopted a variety of ways to enter the Chinese market. As a result of the increasingly fierce competition in the industry, facing the competitive pressure, commercial banks can only strive to explore and develop new profit growth points to meet the needs of the market. For this reason, credit card business has become one of the key business development of modern commercial banks. Credit card business has become an important means for banks to compete with each other because of its rich profit returns. In order to obtain high profits, banks have increased their investment in credit card business. In this new market environment, how to choose the development strategy of card issuing banks is a realistic and urgent issue. Therefore, the study of credit card business development strategy, such as ZG bank CG branch of relatively weak county level state-owned banks, has a great practical significance. This paper takes the credit card business development of CG branch of ZG Bank as the research object. It is divided into four parts. The first part is the introduction, mainly introduces the background, significance and literature review. The second part is the summary of credit card theory. The third part focuses on the analysis of the status of credit card development in CG branch of ZG Bank, and points out the main problems in the development of credit card business. The fourth part is to put forward the countermeasures to the problems in the development of CG credit card of ZG Bank. The main features of this paper are as follows: first, the main problems and difficulties existing in the development of CG branch credit card of ZG Bank are systematically demonstrated by combining theoretical analysis with case study. Secondly, the paper combines the experience of credit card marketing of Chinese and foreign excellent banks with the market situation of CG branch of ZG Bank, and puts forward some specific suggestions. It is hoped that the implementation of credit card market orientation, multi-channel marketing strategy, risk management and other measures will promote the good development of credit card business in CG branch of ZG Bank.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.2

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本文編號(hào)：1877691