摘要
现今信用卡已经成为刷卡消费与提前消费这种普遍支付方式与消费心理
相结合的主要依托体，它的便利性已经得到人们的广泛认可，信用卡业务给
人们带来便利的同时也成为银行继储蓄业务、信贷业务、公司业务以外的另
一重要业务，成为银行零售业务收入的主要来源，因此各大银行都积极开展
信用卡业务。我国发行信用卡的机构众多，除去五大行外还有众多商业银行
以及境内外资银行参与到信用卡市场的竞争中，使得信用卡市场竞争日益激
烈。Z 银行黑龙江省分行成立较晚，在激烈的市场竞争中一直处于弱势，探
讨如何增强信用卡业务的发展，做好信用卡业务的发展工作，成为 Z 银行黑
龙江省分行面临的重要问题，同时对我国信用卡业务持续健康的发展也有着
重要的意义。
Z 银行黑龙江省分行信用卡业务发展无论是与黑龙江省内同业相比，还
是与东北三省内 Z 银行分行相比各项业务指标均处于落后地位。且黑龙江省
分行内部各分、支行信用卡业务发展水平参差不齐，与地域经济呈现相关性。
Z 银行黑龙江省分行信用卡业务发展中存在诸多问题。从产品设计到服
务渠道，从客户群体定位到特约商户发展，都存在单一覆盖问题。造成这些
问题的主要原因有：在营销中防范风险导致客户群体呈现单一化、产品创新
与服务落后于行业发展速度、任务化的营销方式致使死卡、睡眠卡大量出现，
占用了内部数据资源浪费营销成本、营销中以短期利益为导向，无论是在营
销手段、品牌吸引力、服务支持上等方面的实力均不如同业。
根据 Z 银行黑龙江省分行信用卡业务发展现状对黑龙江省分行信用卡业
务的发展在三方面提出建议包括:信用卡业务前端营销建议、信用卡业务中端
风险管控建议、信用卡业务后端服务建议。
全方位地优化 Z 银行黑龙江省分行信用卡业务，解决信用卡业务发展中
存在的问题与弊端，全面提升信用卡业务的竞争实力。
关键词：Z 银行黑龙江省分行；信用卡业务；营销建议哈尔滨工业大学工商管理硕士学位论文
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Abstract
In modern times, credit card has become the main carrier of combination of
consumer psychology and universal payment methods consisted of advanced
consuming and payment by credit card, it’s convenience has been widely
recognized. Once the saving business, credit loan business and corporation
business are three major banking business, but now, the credit card business
doesn’t only bring convenience to the public but also become another important
business and a major source of revenue for retail banking business, so big banks
are actively develop credit card business. There are many institutions issuing
credit card in China, except for the top five banks, many commercial banks and
domestic foreign banks are also participating in the market competition, which
make the credit card market increasingly competitive. As established lately,
Heilongjiang Branch of Bank Z is in a continuously disadvantaged situation in
the fierce competitive market, Heilongjiang Branch of Bank Z is facing an
important problem exploring how to improve development prospect of credit
card business, at the same time, it’s also important for the sustainable and health
development of credit card business in China.
This paper consists of four parts, in the first part, the research background、
the research question、the research significance、the domestic and foreign
literature review、the research content and the research method are introduced. In
the second part, the Bank Z and its credit card business are introduced, at the
same time, through the analysis of the credit card business data by comparing the
interbank in Heilongjiang and the northeastern branches in the same banking
system and the branches in Heilongjiang, at last, the situation of credit card
business development of the provincial branch is concluded. In the third part, the
problems and the causes of the credit card business of Heilongjiang Branch of
Bank Z are analyzed. In the fourth part, some measures are suggested in credit
card business management and marketing for Heilongjiang Branch of Bank Z.
After analyzing and researching the credit card business of Heilongjiang
Branch of Bank Z, in this paper, some measures are suggested on the whole
operation chain of credit card business of Heilongjiang Branch of Bank Z,哈尔滨工业大学工商管理硕士学位论文
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including front-end of credit card business marketing, mid-end risk control,
back-end customer service and the overall optimization of the credit card
business of Heilongjiang Branch of Bank Z
Keywords: Heilongjiang Branch of Bank Z, credit card business, marketing
strategy哈尔滨工业大学工商管理硕士学位论文
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目 录
摘要 .............................................................................................................. I
Abstract...........................................................................................................II
第 1 章 绪论.....................................................................................................1
1.1 研究背景及问题提出 ..............................................................................1
1.1.1 研究背景 ..........................................................................................1
1.1.2 问题提出 ..........................................................................................2
1.1.3 研究目的及意义...............................................................................3
1.2 国内外文献综述 .....................................................................................4
1.2.1 国外文献综述 ..................................................................................4
1.2.2 国内研究综述 ..................................................................................6
1.3 研究内容及研究方法 ..............................................................................8
1.3.1 研究内容 ..........................................................................................8
1.3.2 研究方法 ..........................................................................................9
第 2 章 Z 银行黑龙江省分行信用卡业务现状分析 .......................................11
2.1 Z 银行企业概况及信用卡业务简介......................................................11
2.2 黑龙江省内同业信用卡业务分析 .........................................................12
2.3 Z 银行系统内东北三省各分行信用卡业务分析 ...................................14
2.4 Z 银行黑龙江省内各分、支行信用卡业务分析 ...................................16
2.5 本章小结...............................................................................................18
第 3 章 Z 银行黑龙江省分行信用卡业务存在问题及成因分析 ....................20
3.1 Z 银行黑龙江省分行信用卡业务存在的问题.......................................20
3.1.1 客户群体单一 ................................................................................20
3.1.2 信用卡产品种类单一 .....................................................................23
3.1.3 发卡渠道单一 ................................................................................25
3.1.4 客户服务途径单一 .........................................................................26
3.1.5 持卡人刷卡消费热情降低..............................................................27
3.1.6 客户忠诚度越来越低 .....................................................................28
3.1.7 无效卡增多 ....................................................................................29
3.1.8 特约商户分布不均匀 .....................................................................30
3.2 Z 银行黑龙江省分行信用卡业务存在问题的成因 ...............................31哈尔滨工业大学工商管理硕士学位论文
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3.2.1 信用卡申领条件过高 .....................................................................32
3.2.2 产品创新周期长.............................................................................31
3.2.3 产品技术服务更新慢 .....................................................................33
3.2.4 竞争与持卡人消费心理变化..........................................................34
3.2.5 营销任务化 ....................................................................................34
3.2.6 短期利益导向 ................................................................................35
3.3 本章小结...............................................................................................36
第 4 章 Z 银行黑龙江省分行信用卡业务对策与建议 ...................................37
4.1 Z 银行黑龙江省分行信用卡业务前端营销建议 ...................................37
4.1.1 加快产品创新寻求新客户群体 ......................................................37
4.1.2 细分客户精准营销.........................................................................38
4.1.3 实时信用卡动态额度调整..........................