本文選題：銀行卡 + 發(fā)展現(xiàn)狀　； 參考：《山東農(nóng)業(yè)大學(xué)》2017年碩士論文

【摘要】：銀行卡業(yè)務(wù)是銀行的主要業(yè)務(wù),銀行卡是銀行支付結(jié)算體系中的重要產(chǎn)品,自發(fā)行推廣以來,增長勢頭一直未減。最近幾年,我國對(duì)金融業(yè)監(jiān)管開始逐步放松,金融業(yè)內(nèi)跨業(yè)經(jīng)營和混業(yè)經(jīng)營開始加快,尤其是互聯(lián)網(wǎng)金融和第三方支付高速崛起,銀行卡產(chǎn)品的支付結(jié)算地位受到前所未有的挑戰(zhàn),商業(yè)銀行面臨巨大的沖擊和壓力,并且金融行業(yè)環(huán)境隨著社會(huì)大環(huán)境的變化在不斷變化,也將帶來銀行卡市場的競爭升級(jí),甚至出現(xiàn)白熱化趨勢。從2017年山東省政府工作報(bào)告來看,TA市政府積極響應(yīng)國家號(hào)召,加大了扶貧力度,百姓擺脫貧困,生活水平提高,無疑將為銀行卡產(chǎn)業(yè)發(fā)展提供新機(jī)遇。多年來,中國建設(shè)銀行TA分行致力于銀行卡業(yè)務(wù)發(fā)展,以龍卡產(chǎn)品為主打品牌,產(chǎn)品在市場上贏得了廣泛好評(píng),雖然在同業(yè)中銀行卡業(yè)務(wù)屬于高水平,但是還是有一些問題:信用卡日益普及但增長動(dòng)力不足、銀行卡客戶的價(jià)值較低且占了相當(dāng)高的比重、忽略了產(chǎn)品創(chuàng)新轉(zhuǎn)型的重要性,多種因素混合在一定程度上阻礙了龍卡業(yè)務(wù)的增長。因此,對(duì)銀行的銀行卡業(yè)務(wù)進(jìn)行深入細(xì)致的研究就十分緊迫和必要。本文共包括六章內(nèi)容,首先介紹了本論文的選題背景、研究意義、國內(nèi)外相關(guān)研究綜述、論文的研究思路、內(nèi)容和創(chuàng)新點(diǎn)。隨后是對(duì)銀行卡業(yè)務(wù)的相關(guān)概念界定和理論說明,主要介紹銀行卡的分類、休眠卡、信用卡分期付款業(yè)務(wù)的概念,并介紹SWOT分析、STP策略等相關(guān)理論。然后介紹了中國建設(shè)銀行TA分行銀行卡業(yè)務(wù)發(fā)展概況,對(duì)中國建設(shè)銀行TA分行銀行卡業(yè)務(wù)進(jìn)行SWOT分析。然后,根據(jù)競爭戰(zhàn)略理論,對(duì)中國建設(shè)銀行TA分行進(jìn)行戰(zhàn)略選擇,并指出中國建設(shè)銀行TA分行銀行卡業(yè)務(wù)拓展策略,包括豐富功能擴(kuò)展應(yīng)用領(lǐng)域、普及虛擬信用卡(無實(shí)體的信用卡)、激活休眠卡、構(gòu)建客戶大數(shù)據(jù)推行微信營銷、創(chuàng)新分期付款業(yè)務(wù)、內(nèi)部協(xié)同外部多行業(yè)合作等拓展策略。最后對(duì)論文研究成果進(jìn)行了總結(jié),反思了論文存在的不足之處,并對(duì)下一步的研究進(jìn)行展望,指出了方向。希望本文的研究成果有助于中國建設(shè)銀行TA分行認(rèn)清自身銀行卡業(yè)務(wù)的發(fā)展現(xiàn)狀和趨勢,進(jìn)一步提高發(fā)展的緊迫性和前瞻性.通過有效的拓展策略實(shí)施推動(dòng)銀行卡業(yè)務(wù)快速發(fā)展,帶動(dòng)金融業(yè)務(wù)的整體快速發(fā)展,進(jìn)一步提升系統(tǒng)同業(yè)競爭力。
[Abstract]:The bank card business is the main business of the bank, and the bank card is an important product in the payment and settlement system of the bank. In recent years, China's supervision of the financial industry has been gradually relaxed, and cross-industry operations and mixed operations in the financial industry have begun to accelerate, especially the rapid rise of Internet finance and third-party payments. The status of payment and settlement of bank card products is facing unprecedented challenges, commercial banks are facing tremendous impact and pressure, and the financial industry environment is constantly changing with the changes of the social environment, which will also bring about the upgrading of competition in the banking card market. Even appear white-hot trend. Judging from the work report of Shandong Provincial Government in 2017, the municipal government has responded positively to the call of the state, stepped up poverty alleviation, lifted the people out of poverty and raised their living standards, which will undoubtedly provide a new opportunity for the development of the banking card industry. Over the years, the TA Branch of China Construction Bank has devoted itself to the development of bank card business, with Longka products as the main brand, and the products have won wide acclaim in the market, although the bank card business in the same industry is of a high level. However, there are still some problems: credit cards are becoming more and more popular, but the growth momentum is insufficient, and the value of bank card customers is low and accounts for a high proportion, neglecting the importance of product innovation and transformation. A mixture of multiple factors to some extent hindered the growth of the Lonka business. Therefore, it is very urgent and necessary to study the bank card business deeply and meticulously. This paper consists of six chapters. Firstly, it introduces the background, research significance, domestic and foreign related research review, research ideas, content and innovation of this paper. Then it defines and explains the related concepts of bank card business, mainly introduces the classification of bank card, dormancy card, the concept of credit card installment business, and introduces the relevant theories such as SWOT analysis and STP strategy. Then it introduces the development of bank card business in TA branch of China Construction Bank, and makes SWOT analysis on the bank card business of TA branch of China Construction Bank. Then, according to the theory of competition strategy, we choose the TA branch of China Construction Bank, and point out the development strategy of China Construction Bank TA branch, including the rich application field of function expansion. It popularizes virtual credit card (no-entity credit card), activates dormant card, constructs customer big data to carry out WeChat marketing, innovates installment payment business, and develops internal and external multi-industry cooperation strategy. Finally, the paper summarizes the research results, reflects on the shortcomings of the paper, looks forward to the next research, and points out the direction. It is hoped that the research results of this paper will help the TA branch of China Construction Bank to recognize the present situation and trend of its bank card business and further improve the urgency and foresight of its development. Through the effective expansion strategy to promote the rapid development of bank card business, promote the overall rapid development of financial business, further enhance the competitiveness of the system industry.
【學(xué)位授予單位】：山東農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2

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