本文選題：G銀行信用卡　切入點(diǎn)：競(jìng)爭(zhēng)　出處：《山東師范大學(xué)》2017年碩士論文

【摘要】：信用卡業(yè)務(wù)作為銀行重要的收入和利潤(rùn)來(lái)源,近年來(lái)越來(lái)越受到各家銀行的重視,國(guó)有銀行憑借龐大的用戶基礎(chǔ),遍布全國(guó)的服務(wù)網(wǎng)點(diǎn),在客戶規(guī)模和市場(chǎng)占比上牢牢占據(jù)第一梯隊(duì),股份制銀行通過(guò)不斷的創(chuàng)新,圍繞著消費(fèi)場(chǎng)景和生活場(chǎng)景,為用戶打造全新的用卡體驗(yàn),獲得越來(lái)越多的年輕用戶的青睞。隨著互聯(lián)網(wǎng)企業(yè)紛紛涉足金融行業(yè),螞蟻金融的借唄、花唄,京東的京東白條,騰訊的微粒貸等產(chǎn)品基于對(duì)用戶消費(fèi)數(shù)據(jù)、社交數(shù)據(jù)、位置數(shù)據(jù)的分析,深入了解他的用戶,貼近用戶需求,其一鍵申請(qǐng)的便捷性,當(dāng)天放款的時(shí)效性,支付方式的多樣性完全迎合了客戶消費(fèi)金融需求,從高維向低維對(duì)傳統(tǒng)銀行的信用卡業(yè)務(wù)進(jìn)行打擊,沖擊信用卡市場(chǎng)。各家銀行面對(duì)同業(yè)和互聯(lián)網(wǎng)異業(yè)的競(jìng)爭(zhēng),紛紛出招,積極應(yīng)對(duì),通過(guò)金融創(chuàng)新,服務(wù)創(chuàng)新,以更加積極的姿態(tài)擁抱互聯(lián)網(wǎng),尤其是近年來(lái)逐漸興起的移動(dòng)互聯(lián)網(wǎng),通過(guò)開發(fā)自己的APP,為客戶提供差異化的服務(wù)和更好的用卡體驗(yàn)。G銀行雖然信用卡業(yè)務(wù)起步較早,運(yùn)作經(jīng)驗(yàn)豐富,但是在發(fā)卡規(guī)模和營(yíng)業(yè)收入上較第一梯隊(duì)的國(guó)有銀行還有很大差距,尤其是發(fā)卡規(guī)模,工商銀行是其四倍以上,股份制銀行中招商銀行是其兩倍多,沒(méi)有足夠的客戶量,營(yíng)業(yè)收入的增長(zhǎng)就沒(méi)有保障,G銀行還有很大的提升空間。本文將以G銀行為例,分析G銀行信用卡業(yè)務(wù)的發(fā)展現(xiàn)狀,通過(guò)SWOT分析找出G銀行信用卡業(yè)務(wù)發(fā)展的優(yōu)勢(shì)和存在的不足,面對(duì)信用卡產(chǎn)業(yè)日趨成熟,用卡環(huán)境日趨完善,大數(shù)據(jù)運(yùn)用為銀行征信和客戶價(jià)值挖掘提供有力保障機(jī)會(huì)下,積極應(yīng)對(duì)同行業(yè)及互聯(lián)網(wǎng)企業(yè)異業(yè)的挑戰(zhàn),從傳統(tǒng)渠道,互聯(lián)網(wǎng)渠道,運(yùn)用新技術(shù)進(jìn)行金融服務(wù)創(chuàng)新整合三個(gè)方面提出了信用卡業(yè)務(wù)的發(fā)展策略及實(shí)施措施,希望對(duì)G銀行未來(lái)發(fā)展有所幫助。
[Abstract]:As an important source of income and profit for banks, credit card business has been paid more and more attention by various banks in recent years.In the customer scale and market proportion firmly occupy the first echelon, joint-stock banks through constant innovation, around the consumer scene and life scene, to create a brand new card experience for users, and get more and more young users favor.As Internet enterprises have been involved in the financial industry, Ant Finance's borrowing, flower, JingDong's JingDong white slips, Tencent's WeiLiDai and other products are based on the analysis of user consumption data, social data, location data, and in-depth understanding of his users.Close to the user's needs, the convenience of its one-click application, the timeliness of the day's lending and the variety of payment methods fully meet the consumer financial needs of customers. From the high dimension to the low dimension, the credit card business of the traditional banks will be dealt a blow.Impact the credit card market.In the face of competition from different industries in the same industry and the Internet, banks have taken steps one after another, actively responded, and embraced the Internet with a more positive attitude through financial innovation and service innovation, especially the mobile Internet, which has gradually emerged in recent years.Through the development of its own app, it provides customers with differentiated services and a better card experience. G Bank started its credit card business earlier and has rich operational experience.However, there is still a big gap between the scale of card issuance and the operating income of the state-owned banks in the first echelon. In particular, the scale of issuing cards is more than four times that of ICBC, and the China Merchants Bank of the joint-stock banking system is more than twice as large as the number of its customers.Revenue growth does not guarantee that G Bank still has a lot of room for improvement.This paper will take G Bank as an example, analyze the development status of G bank credit card business, find out the advantages and disadvantages of G bank credit card business development through SWOT analysis, face the credit card industry maturing day by day, use the card environment to perfect day by day.Under the opportunity to provide strong protection for bank credit information and customer value mining, big data actively responded to the challenges of the same industry and Internet enterprises from traditional channels and Internet channels.This paper puts forward the development strategy and implementation measures of credit card business from three aspects of financial service innovation and integration using new technology, hoping to be helpful to the future development of G Bank.
【學(xué)位授予單位】：山東師范大學(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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