本文選題：Z銀行黑龍江省分行 + 信用卡業(yè)務(wù)　； 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：現(xiàn)今信用卡已經(jīng)成為刷卡消費(fèi)與提前消費(fèi)這種普遍支付方式與消費(fèi)心理相結(jié)合的主要依托體,它的便利性已經(jīng)得到人們的廣泛認(rèn)可,信用卡業(yè)務(wù)給人們帶來(lái)便利的同時(shí)也成為銀行繼儲(chǔ)蓄業(yè)務(wù)、信貸業(yè)務(wù)、公司業(yè)務(wù)以外的另一重要業(yè)務(wù),成為銀行零售業(yè)務(wù)收入的主要來(lái)源,因此各大銀行都積極開展信用卡業(yè)務(wù)。我國(guó)發(fā)行信用卡的機(jī)構(gòu)眾多,除去五大行外還有眾多商業(yè)銀行以及境內(nèi)外資銀行參與到信用卡市場(chǎng)的競(jìng)爭(zhēng)中,使得信用卡市場(chǎng)競(jìng)爭(zhēng)日益激烈。Z銀行黑龍江省分行成立較晚,在激烈的市場(chǎng)競(jìng)爭(zhēng)中一直處于弱勢(shì),探討如何增強(qiáng)信用卡業(yè)務(wù)的發(fā)展,做好信用卡業(yè)務(wù)的發(fā)展工作,成為Z銀行黑龍江省分行面臨的重要問題,同時(shí)對(duì)我國(guó)信用卡業(yè)務(wù)持續(xù)健康的發(fā)展也有著重要的意義。Z銀行黑龍江省分行信用卡業(yè)務(wù)發(fā)展無(wú)論是與黑龍江省內(nèi)同業(yè)相比,還是與東北三省內(nèi)Z銀行分行相比各項(xiàng)業(yè)務(wù)指標(biāo)均處于落后地位。且黑龍江省分行內(nèi)部各分、支行信用卡業(yè)務(wù)發(fā)展水平參差不齊,與地域經(jīng)濟(jì)呈現(xiàn)相關(guān)性。Z銀行黑龍江省分行信用卡業(yè)務(wù)發(fā)展中存在諸多問題。從產(chǎn)品設(shè)計(jì)到服務(wù)渠道,從客戶群體定位到特約商戶發(fā)展,都存在單一覆蓋問題。造成這些問題的主要原因有:在營(yíng)銷中防范風(fēng)險(xiǎn)導(dǎo)致客戶群體呈現(xiàn)單一化、產(chǎn)品創(chuàng)新與服務(wù)落后于行業(yè)發(fā)展速度、任務(wù)化的營(yíng)銷方式致使死卡、睡眠卡大量出現(xiàn),占用了內(nèi)部數(shù)據(jù)資源浪費(fèi)營(yíng)銷成本、營(yíng)銷中以短期利益為導(dǎo)向,無(wú)論是在營(yíng)銷手段、品牌吸引力、服務(wù)支持上等方面的實(shí)力均不如同業(yè)。根據(jù)Z銀行黑龍江省分行信用卡業(yè)務(wù)發(fā)展現(xiàn)狀對(duì)黑龍江省分行信用卡業(yè)務(wù)的發(fā)展在三方面提出建議包括:信用卡業(yè)務(wù)前端營(yíng)銷建議、信用卡業(yè)務(wù)中端風(fēng)險(xiǎn)管控建議、信用卡業(yè)務(wù)后端服務(wù)建議。全方位地優(yōu)化Z銀行黑龍江省分行信用卡業(yè)務(wù),解決信用卡業(yè)務(wù)發(fā)展中存在的問題與弊端,全面提升信用卡業(yè)務(wù)的競(jìng)爭(zhēng)實(shí)力。
[Abstract]:Nowadays, credit card has become the main support for the combination of credit card consumption and advance consumption, which is the common payment mode and consumer psychology. Its convenience has been widely recognized by people.Credit card business brings convenience to people, and it also becomes another important business other than bank savings business, credit business and company business. It also becomes the main source of bank retail business income.As a result, the major banks are actively engaged in credit card business.There are many credit card issuing institutions in our country. Besides the five big banks, there are also many commercial banks and foreign banks in China participating in the competition in the credit card market. As a result, the competition in the credit card market is becoming increasingly fierce. Z Bank Heilongjiang Branch was established later.In the fierce market competition, we have been in a weak position. How to enhance the development of credit card business and do a good job in the development of credit card business has become an important problem facing Z Bank Heilongjiang Branch.At the same time, it is also of great significance to the sustained and healthy development of credit card business in our country.Or three provinces in the northeast compared with the Z bank branch business indicators are in a backward position.The development level of credit card business in the branch of Heilongjiang Province is uneven, which is related to the regional economy. There are many problems in the development of credit card business of Heilongjiang Branch of Z Bank.From product design to service channel, from customer group orientation to the development of special merchants, there is a single coverage problem.The main reasons for these problems are as follows: the risk prevention in marketing leads to the simplification of the customer group, the product innovation and service lag behind the speed of the industry development, the task-based marketing method causes the dead card, the sleep card appears in large numbers.It takes up internal data resources to waste marketing cost, and in marketing it is oriented by short-term benefits. It is inferior to the same industry in terms of marketing means, brand attractiveness, service support and so on.According to the current situation of credit card business development of Z Bank Heilongjiang Branch, the paper puts forward three suggestions on the development of credit card business in Heilongjiang Province, including: credit card business front-end marketing suggestion, credit card business end risk management suggestion,Credit card business back-end service recommendations.To optimize the credit card business of Z bank Heilongjiang branch, solve the problems and drawbacks in the development of credit card business, and promote the competitive strength of credit card business in an all-round way.
【學(xué)位授予單位】：哈爾濱工業(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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