摘 要
当下，互联网经济正在全世界快速成长。在我国，互联网和传统
产业的相互结合已处在世界领先水平。互联网彻底改变了民众的日常
生活，且持续地对传统产业产生影响作用。金融业正是深受互联网影
响的行业。如今，“互联网金融”这一词汇广受民众认可，众多的企
业纷纷进军金融领域，以期能利用迅速成长的信息技术在这一历来被
垄断的行业中占据一定的市场份额。纵观整个市场，银行零售业务显
然受互联网影响最深，而其中又数信用卡业务最受影响。金融脱媒的
市场趋势已然导致一部分支付结算与信贷功能可绕过银行实施，传统
银行市场面临着极大的危机，所以，许多传统银行正在寻求运用互联
网来解决目前面临的困境

本文以 A 银行为案例研究对象，通过波特五力模型分析了 A 银行
信用卡业务面临的环境威胁，进而认为 A 银行信用卡业务的自身不足
表现在六个方面，一是客群定位不清晰，二是产品缺乏吸引力，三是
线上合作方缺乏，四是经营手法简单粗暴，五是大数据分析类人才缺
乏，六是信息系统建设滞后。从分析 A 银行信用卡的既有战略出发，
认为互联网应是 A 银行信用卡的战略转型方向，首先是建立互联网战
略联盟，其次是展开基于互联网战略联盟的产品差异化。在具体实施
策略上，本文提出了获客环节的转型策略、消费环节的转型策略、客
户经营的转型策略、信息化建设的转型策略以及人员配置的转型策略
这五大策略。最后，针对 A 银行信用卡战略转型的潜在风险，本文提II
出了强化转型理念、调整组织架构、夯实人才基础以及优化信息管理
环境这四大战略转型的保障措施

关键词：商业银行，互联网金融，信用卡业务，战略转型III
ABSTRACT
At present, the Internet economy is growing rapidly worldwide. In
China, the Internet and traditional industries combined with each other
have been in the world leading level. Internet completely changed
people's daily lives, and continue to have an impact on the role of
traditional industries. It is the financial sector by the impact of the
Internet industry. Today, the Internet banking the term is widely
recognized by the public, many companies have to enter the financial
sector, in order to be able to take advantage of the rapid growth of
information technology occupy a certain market share in this traditionally
monopolized industries. Throughout the entire market, retail banking is
clearly the most affected by the Internet, of which the number of the
credit card business and the most affected. Market trends lead to financial
disintermediation is already part of the settlement payment and credit
functions can bypass the banks to implement the traditional banking
market is facing a great crisis, therefore, many traditional banks are
seeking to use the Internet to solve the problems currently facing
approach.
A bank is analyzed using Porter's five forces model, in-depth study
of the environmental threats to the bank's credit card business
encountered, and further pointed out that, A bank credit card business ofIV
the current problems are mainly reflected in the following six levels: First,
the customer groups positioning is very vague; Second, the lack of
product attractiveness; Third, the online partner less; Fourth, the business
model is too extensive; Fifth, a serious shortage of professional human
resources; six information technology development speed is very slow. A
bank credit card in the current research strategy implemented after the
discovery, A bank credit card should be the Internet as a scientific
strategic direction of the transformation, the first should be to build
strategic alliances Internet, then the implementation of product
differentiation on this basis. In a detailed strategy, this paper presents five
strategies covering eligible customer and customer management and other
aspects of the transformation of the Internet strategy. Finally, in order to
respond effectively to the risks arising from the implementation of
strategic transformation that may arise, this paper presents four
reasonable security measures, such as enhancing the concept of
transformation and consolidation of talent base, etc.
Keywords：Commercial bank, Internet finance, Credit card business,
Strategic transformationV
目 录
摘 要...I
ABSTRACT..........III
第一章 绪 论........1
1.1 研究背景.....1
1.2 研究目的和意义...........2
1.3 国内外研究综述...........3
1.3.1 战略转型的内涵.......3
1.3.2 战略转型的基本动因...4
1.4 研究内容、结构及方法.....6
1.4.1 研究内容及结构.......6
1.4.2 研究方法.7
1.5 研究的创新与不足.........8
第二章 概念界定及相关理论.......9
2.1 相关概念界定.9
2.1.1 互联网金融...........9
2.1.2 互联网战略联盟......10
2.2 相关理论....11
2.2.1 战略转型理论........11
2.2.2 产品差异化理论......12
第三章 A 银行信用卡业务现状及战略转型必要性 14
3.1 A 银行信用卡业务现状....14
3.1.1 A 银行简介..........14
3.1.2 A 银行信用卡业务的自身不足......14
3.2 A 银行信用卡业务面临的环境威胁......17
3.2.1 进入威胁18
3.2.2 竞争威胁19
3.2.3 替代品威胁..........19
3.2.4 卖方威胁20
3.2.5 买方威胁21
3.3 A 银行信用卡业务的战略转型必要性....21
3.3.1 A 银行信用卡的既有战略的评价....21
3.3.2 A 银行信用卡的战略转型方向的确定22
第四章 互联网背景下 A 银行信用卡业务战略转型策略........24
4.1 互联网背景下 A 银行信用卡业务战略转型整体策略 ...24
4.1.1 整体指导思想及原则..24
4.1.2 转型内容及定位......25
4.2 互联网背景下 A 银行信用卡业务战略转型具体实施策略 ...........28
4.2.1 获客环节的转型策略..28
4.2.2 消费环节的转型策略..30VI
4.2.3 客户经营的转型策略..31
4.2.4 信息化建设的转型策略33
4.2.5 人员配置的转型策略..35
第五章 互联网背景下 A 银行信用卡战略转型保障措施........37
5.1 强化转型理念37
5.2 组织架构的调整..........38
5.3 夯实人才基础38
5.4 信息管理环境的优化......39
第六章 结论及展望..41
6.1 结 论.......41
6.2 展 望.......42
参考文献...........43
攻读学位期间主要的研究成果.....46
致 谢..471
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