本文選題：信用卡 + 成本-收益函數(shù)��； 參考：《華東理工大學(xué)》2014年碩士論文

【摘要】：至2012年底,我國(guó)信用卡的累計(jì)發(fā)卡量已達(dá)3.31億張,工商銀行信用卡發(fā)卡量突破6000萬(wàn)張,招商、廣發(fā)、民生等股份制銀行的發(fā)卡量也超過(guò)1000萬(wàn)張并率先實(shí)現(xiàn)盈利。但與之對(duì)應(yīng)的是,其他大部分發(fā)卡行的信用卡業(yè)務(wù)仍然處于虧損的境地。近百家商業(yè)銀行都發(fā)行了自己的信用卡,也助推了信用卡的井噴式發(fā)展,從2003年開始,我國(guó)信用卡發(fā)卡量每年都以百分之六十的速度遞增,但是近年來(lái)呈現(xiàn)出發(fā)展緩慢的態(tài)勢(shì)。 國(guó)外信用卡發(fā)卡機(jī)構(gòu)傳統(tǒng)的以透支利息、刷卡傭金和年三大收入為核心的盈利模式在我國(guó)也未能取得良好效果。我國(guó)消費(fèi)者消費(fèi)習(xí)慣保守,使用循環(huán)信貸比例很低,使得銀行難以取得利息收入；而銀行之間競(jìng)爭(zhēng)激烈,獲得商戶傭金遠(yuǎn)低于國(guó)際水平,免年費(fèi)策略也導(dǎo)致年費(fèi)收入逐年降低,這些原因都導(dǎo)致信用卡業(yè)務(wù)盈利困難。 在這樣的背景下,本文對(duì)我國(guó)的信用卡業(yè)務(wù)的盈利狀況進(jìn)行分析,探討適合我國(guó)的信用卡盈利模式無(wú)疑具有重要的現(xiàn)實(shí)意義。本文以此為背景,以經(jīng)濟(jì)學(xué)中成本收益函數(shù)為基礎(chǔ),結(jié)合我國(guó)實(shí)際,構(gòu)建了信用卡業(yè)務(wù)成本收益模型,并通過(guò)選擇市場(chǎng)地位和發(fā)展路徑不同的A銀行和B銀行為實(shí)例,使用該模型對(duì)信用卡業(yè)務(wù)的成本收益模型進(jìn)行實(shí)證分析,歸納出重視營(yíng)銷效率、降低運(yùn)營(yíng)成本、提高未清償貸款余額的應(yīng)計(jì)息比例作為信用卡業(yè)務(wù)盈利的突破口。 最后結(jié)合分析結(jié)果,本文提出細(xì)分客戶群體、加強(qiáng)產(chǎn)品創(chuàng)新、以信用卡為依托的消費(fèi)貸款、以促銷帶動(dòng)刷卡透支消費(fèi)、提高賬戶管理能力和服務(wù)水平、提高風(fēng)險(xiǎn)管理能力等建議,從而對(duì)改善我國(guó)信用卡產(chǎn)品的盈利狀況,促進(jìn)我國(guó)信用卡產(chǎn)業(yè)健康持續(xù)發(fā)展做出貢獻(xiàn)。
[Abstract]:By the end of 2012, the total number of credit cards issued in China has reached 331 million, the number of credit cards issued by ICBC has exceeded 60 million, and the number of cards issued by joint-stock banks, such as Merchants, Guangfa and people's livelihood, has exceeded 10 million and has taken the lead in realizing profits. But in contrast, most other card issuers are still losing money in their credit card business. Nearly 100 commercial banks have issued their own credit cards, and also contributed to the blowout development of credit cards. Since 2003, the number of credit card issued in China has been increasing at the rate of 60% every year, but in recent years the development is slow. The foreign credit card issuers' traditional profit model with overdraft interest, credit card commission and annual income as the core has not achieved good results in our country. Consumer consumption habits in our country are conservative and the proportion of revolving credit is very low, which makes it difficult for banks to obtain interest income; however, the competition among banks is fierce, the commission of merchants is far lower than the international level, and the annual fee free strategy also leads to the decrease of annual fee income year by year. All of these reasons make it difficult for credit card business to make profits. Under this background, this paper analyzes the profit situation of credit card business in our country, and probes into the credit card profit mode which is suitable for our country. It is undoubtedly of great practical significance to discuss the profit pattern of credit card in our country. Based on the cost-benefit function in economics and the reality of our country, this paper constructs a cost-benefit model of credit card business, and chooses Bank A and Bank B, which have different market position and development path, as examples. By using the model to analyze the cost and income model of credit card business, it is concluded that the emphasis on marketing efficiency, the reduction of operating cost, and the increase of the proportion of accrued interest on outstanding loan balance are the breakthrough points for the profit of credit card business. Finally, combined with the analysis results, this paper proposes to segment customer groups, strengthen product innovation, credit card based consumer loans, promote credit card overdraft consumption, improve account management ability and service level. Some suggestions such as improving risk management ability will contribute to improving the profitability of credit card products and promoting the healthy and sustainable development of credit card industry in China.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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