本文選題：信用卡　切入點(diǎn)：互聯(lián)網(wǎng)金融　出處：《西南財(cái)經(jīng)大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：中國(guó)信用卡市場(chǎng)起步于20世紀(jì)80年代,國(guó)際信用卡市場(chǎng)起步于20世紀(jì)50年代,相比之下,中國(guó)信用卡市場(chǎng)起步較晚,但最近十余年進(jìn)入了高速發(fā)展的階段。信用卡業(yè)務(wù)利潤(rùn)非常豐厚,越來(lái)越多的銀行加入了市場(chǎng),成為發(fā)卡行。國(guó)有大型商業(yè)銀行、全國(guó)性的股份制商業(yè)銀行是發(fā)卡行的中堅(jiān)力量,也有不少的地方性商業(yè)銀行成為了發(fā)卡主體。發(fā)卡主體變得多元化。然而信用卡發(fā)展至今,市場(chǎng)上的信用卡都有些什么特點(diǎn),信用卡市場(chǎng)的競(jìng)爭(zhēng)是否健康、有序都值得我們深入思考。 A銀行信用卡的市場(chǎng)份額以及信用卡的盈利能力有目共睹,是業(yè)界公認(rèn)的領(lǐng)頭羊。一次次在信用卡市場(chǎng)中做出創(chuàng)新之舉,帶領(lǐng)中國(guó)的信用卡市場(chǎng)積極、良性地發(fā)展。本文主要通過(guò)對(duì)A銀行信用卡的產(chǎn)品特色以及截至目前取得的成績(jī)來(lái)分析A銀行信用卡的歷史與現(xiàn)狀。通過(guò)理清A銀行信用卡的收入構(gòu)成以及它的營(yíng)銷(xiāo)與支持團(tuán)隊(duì)來(lái)分析A銀行信用卡的運(yùn)營(yíng)情況。本文還將進(jìn)一步分析A銀行信用卡的運(yùn)營(yíng)團(tuán)隊(duì)存在的問(wèn)題,是什么阻礙了信用卡進(jìn)一步快速發(fā)展。同時(shí),A銀行信用卡受到了外部市場(chǎng)上來(lái)自金融同業(yè)以及互聯(lián)網(wǎng)異業(yè)的挑戰(zhàn)。金融同業(yè)的競(jìng)爭(zhēng)來(lái)自三個(gè)方面：(1)發(fā)卡行因?yàn)榉艞壞曩M(fèi)收入與核發(fā)卡片資質(zhì)審查不嚴(yán)而導(dǎo)致的市場(chǎng)無(wú)序競(jìng)爭(zhēng)；(2)因?yàn)槭袌?chǎng)進(jìn)一步規(guī)范,商戶(hù)回傭的減少導(dǎo)致信用卡可以爭(zhēng)取的利潤(rùn)范圍更加集中而加劇了競(jìng)爭(zhēng)；(3)外資銀行進(jìn)入了中國(guó)信用卡市場(chǎng)。面對(duì)這三個(gè)問(wèn)題,本文提出：(1)以細(xì)分客戶(hù)、提高單卡交易額;(2)對(duì)信用卡功能進(jìn)行整合,交叉銷(xiāo)售來(lái)應(yīng)對(duì)。另一方面,隨著科技進(jìn)步與網(wǎng)絡(luò)技術(shù)的快速發(fā)展,時(shí)下的互聯(lián)網(wǎng)金融大熱,備受關(guān)注也備受爭(zhēng)議。目前部分互聯(lián)網(wǎng)企業(yè)已獲中國(guó)人民銀行批準(zhǔn)進(jìn)入支付結(jié)算與銀行卡收單領(lǐng)域。剛進(jìn)入金融領(lǐng)域的互聯(lián)網(wǎng)企業(yè)就于2013年在金融市場(chǎng)上初試拳腳,開(kāi)發(fā)的產(chǎn)品直指信用卡的支付結(jié)算與收單業(yè)務(wù)。本文認(rèn)為A銀行信用卡面對(duì)互聯(lián)網(wǎng)金融應(yīng)該采取既競(jìng)爭(zhēng)又合作的態(tài)度。通過(guò)發(fā)展自身的信息技術(shù),加強(qiáng)研發(fā)信用卡的移動(dòng)支付技術(shù)來(lái)與之競(jìng)爭(zhēng)：通過(guò)銀行自身具備的IT行業(yè)的屬性來(lái)與之合作,借助互聯(lián)網(wǎng)金融來(lái)發(fā)展自身的信用卡業(yè)務(wù)。 目前國(guó)內(nèi)對(duì)信用卡的研究大多還停留在如何以更大的發(fā)卡量占領(lǐng)市場(chǎng)與如何提高信用卡的盈利上,研究范圍大多限制在金融行業(yè)領(lǐng)域,沒(méi)有注意到外來(lái)行業(yè)的沖擊。本文敏銳捕捉到中國(guó)金融市場(chǎng)新的發(fā)展動(dòng)態(tài),研究范圍包含了金融行業(yè)領(lǐng)域與非金融行業(yè)領(lǐng)域。分析了剛剛興起的互聯(lián)網(wǎng)金融的發(fā)展?fàn)顟B(tài),與之對(duì)信用卡業(yè)產(chǎn)生的影響。未來(lái)互聯(lián)網(wǎng)業(yè)與金融業(yè)也許會(huì)產(chǎn)生更多的交融,希望作者的一些觀點(diǎn)能拋磚引玉,引出更多對(duì)信用卡在互聯(lián)網(wǎng)時(shí)代發(fā)展的寶貴建議。
[Abstract]:The Chinese credit card market started on 1980s and the international credit card market started on 1950s. By contrast, the Chinese credit card market started relatively late. But in the last decade or so, it has entered a stage of rapid development. The credit card business is very profitable. More and more banks have joined the market and become card issuers. Large state-owned commercial banks, The national joint-stock commercial banks are the backbone of the card issuers, and many local commercial banks have become the main issuers of the cards. The credit card issuers have become diversified. However, since the development of the credit cards, the credit cards in the market have some characteristics. Whether the competition of credit card market is healthy and orderly is worth our deep consideration. Bank A's credit card market share and credit card profitability are well known to all, and they are recognized leaders in the industry. They have made innovations in the credit card market again and again, leading the Chinese credit card market to be active. This paper analyzes the history and present situation of bank A credit card by analyzing the product characteristics of bank A credit card and the achievements made so far, and clarifies the income composition of bank A credit card and its. Marketing and support team to analyze the operation of Bank A credit card. What hindered the further rapid development of credit cards. At the same time, bank A credit cards have been challenged by the outside market from the financial and internet industries. The competition among financial banks comes from three aspects. The disorderly competition in the market resulting from the lax examination of the annual fee income and the qualification of issuing cards is due to the further standardization of the market. The decline in rebates by merchants has led to a more concentrated profit range for credit cards and intensified competition. (foreign banks have entered the credit card market in China. In the face of these three problems, this paper proposes a proposal of "1: 1") to segment customers. To integrate credit card functions and cross-sell them. On the other hand, with the rapid development of science and technology and the rapid development of network technology, Internet finance is becoming more and more popular. Some Internet companies have been approved by the people's Bank of China to enter the fields of payment, settlement and payment of bank cards. Internet companies that have just entered the financial sector had their first try in the financial market on 2013. The products developed directly refer to the payment, settlement and receipt of credit cards. This paper holds that Bank A credit cards should adopt a competitive and cooperative attitude in the face of Internet finance. Through the development of their own information technology, Strengthen the research and development of credit card mobile payment technology to compete with it: through the bank has its own attributes of the IT industry to cooperate with, with the help of Internet finance to develop their own credit card business. At present, most domestic studies on credit cards are still focused on how to occupy the market with a greater number of cards issued and how to improve the profitability of credit cards. The scope of research is mostly confined to the financial industry. This paper is keen to capture the new development trend of China's financial market, including the financial industry and non-financial industry, and analyzes the development state of the newly emerging Internet finance. With the impact on the credit card industry. The future of the Internet industry and the financial industry may produce more convergence, I hope that some of the author's views can lead to more valuable suggestions for the development of credit cards in the Internet age.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F832.2

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