本文關(guān)鍵詞：招商銀行信用卡在移動互聯(lián)金融下的困境與出路　出處：《西南交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：本文關(guān)注到隨著互聯(lián)網(wǎng)金融以及移動互聯(lián)網(wǎng)的快速發(fā)展,傳統(tǒng)行業(yè)面臨著諸多困難和挑戰(zhàn),信用卡行業(yè)也是在這當中被波及的傳統(tǒng)行業(yè)之一。通過對目前信用卡行業(yè)所面臨的來自互聯(lián)網(wǎng)金融和移動互聯(lián)網(wǎng)的變化和挑戰(zhàn),基本確定了信用卡行業(yè)正在走入一個“破壞性環(huán)境”當中,在這樣的環(huán)境下,很容易產(chǎn)生的一個比較危險情況是盡管整個團隊都很努力的工作、認真聽取客戶的聲音、持續(xù)提高管理效率和團隊戰(zhàn)斗力等等,但卻仍在競爭中喪失了原有的領(lǐng)先位置,導(dǎo)致企業(yè)在面臨彎道期時,無法做出清晰而準確的戰(zhàn)略方向判斷。為了幫助傳統(tǒng)信用卡行業(yè)找到出路,本文嘗試通過邁克波特的“五力競爭模型”、“SWOT”分析法以及對比分析等方法,分別從宏觀層面和微觀層面分析傳統(tǒng)信用卡行業(yè)在移動互聯(lián)網(wǎng)趨勢下所面臨的競爭壓力和挑戰(zhàn),闡述以招商銀行信用卡為代表的傳統(tǒng)信用卡行業(yè)所面對的困境,并對競爭環(huán)境和個體競爭能力進行了分析。在文章的最后,提出具體策略,即通過市場重新定位、強化差異化競爭優(yōu)勢、開放的跨界合作、借鑒“阿米巴經(jīng)營哲學(xué)”進行組織體系變革、人才隊伍的結(jié)構(gòu)化轉(zhuǎn)型以及財力方面支持的財務(wù)結(jié)構(gòu)改革等戰(zhàn)略層面的思考,制定新環(huán)境下的競爭策略,嘗試幫助傳統(tǒng)的信用卡行業(yè)在互聯(lián)網(wǎng)金融的浪潮中找到一條適合自己的可持續(xù)發(fā)展的出
[Abstract]:This paper focuses on the rapid development of Internet finance and mobile Internet, the traditional industry is facing many difficulties and challenges. Credit card industry is also one of the traditional industries affected by this. Through the current credit card industry is facing changes and challenges from Internet finance and mobile Internet. Basically, the credit card industry is moving into a "destructive environment," in which it is easy to create a more dangerous situation, despite the hard work of the entire team. Listen to the voice of customers, continue to improve management efficiency and team combat effectiveness, etc., but still in the competition has lost its original leading position, leading to the enterprise in the face of detours. Unable to make clear and accurate strategic direction judgment. In order to help the traditional credit card industry to find a way out, this paper tries to pass Michael Porter's "five forces competition model". "SWOT" analysis and comparative analysis, respectively from the macro level and micro level analysis of the traditional credit card industry in the trend of mobile Internet under the competitive pressure and challenges. This paper expounds the difficulties faced by the traditional credit card industry represented by China Merchants Bank, and analyzes the competitive environment and individual competitive ability. At the end of the article, it puts forward some specific strategies. That is, through the market re-positioning, strengthen the competitive advantage of differentiation, open cross-border cooperation, learn from the "amoeba management philosophy" to carry out organizational system change. The structural transformation of the talent team and financial support of the financial structure of the reform and other strategic aspects of thinking, to formulate the new environment of competition strategy. Try to help the traditional credit card industry find a sustainable development in the wave of Internet finance
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F724.6;F832.2

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本文編號：1433822