BC银行青岛分行信用卡营销与服务管理研究 近些年来，随着我国经济的转型升级和国家金融政策的调整，商 业银行纷纷加快了向零售业务转型的步伐，信用卡业务作为零售条线 的重要组成部分，越来越受到各家发卡行的重视。各家商业的信用卡 业务规模不断扩大，发展速度逐年提高，竞争也变的越来越激烈。 与此同时，互联网公司也相继推出了类似信用卡的金融业务，如 蚂蚁花呗、京东白条等等。它们天然的互联网属性，使得业务增长速 度更快、获客成本更低、授信额度更加灵活，市场活动更便捷，这对 传统银行的信用卡业务提出了严重的挑战，成为传统银行信用卡部门 不得重视的竞争对手。 本文以BC银行青岛分行作为研究对象，从分行层面对信用卡的 基层营销业务进行分析，结合市场营销理论梳理与信用卡营销相关的 业务流程，优化各业务单元的配套服务工作，对于分行、二级分行和 支行及营销团队的管理工作进行深入的探索，以求在总行的框架下， 结合青岛当地的特点更好的开展信用卡营销业务。具体研究内容如 下： 首先，介绍了BC银行青岛分行信用卡业务的服务营销管理现状， 包括组织架构、业务流程、制度管理、市场推广与服务、经营活动的 主要指标。营销工作从来都不是孤立的，各个相关保障服务环节的效 率和工作质量都会对营销产生影响。本文结合BC银行信用卡各个业 务单元的工作内容，系统地分析了各业务环节中存在的问题。 其次，对青岛区域信用卡的经营环节进行了分析，包括经济环境、 政策法制环境、技术环境、行业竞争环境等。结合BC银行青岛分行 的内部环境，利用SWOT分析法从产品、渠道、促销和服务几个方面 提出了优化策略。渠道优化策略中重点提到了“极客”营销模式的系 统开发和应用，通过打通线上、线下申请的壁垒，提高客户利用率， 是本文的创新点。 最后，通过加强组织管理、风险管理、信息系统的保障策略。加 强营销人员的管理和培训，提高单兵工作效率；加强信息系统的开发 II 和维护，分析和挖掘潜在的客户信息；优化风险防控措施，保障信用 卡营销工作的健康有序开展。 论文中提到的信用卡服务营销的优化策略和保障措施，BC银行 青岛分行已在若干方面的实际工作中付诸了实践，部分信用卡指标已 经得到了正面的反馈。论文希望能为BC银行青岛分行的信用卡营销 服务管理工作有所帮助，也希望此研究能为同业带来借鉴和参考价 值。 关键词： 信用卡、服务营销理论、SWOT分析法 III Abstract Inrecentyears,withthetransformationandupgradingofChina's economyandtheadjustmentofnationalfinancialpolicies,commercial bankshaveacceleratedthepaceoftransformationtoretailbusiness.As animportantpartofretailbusiness,creditcardbusinesshasbeenpaid moreandmoreattentionbycardissuingbanks.Thescaleofcreditcard businessofeachbusinessisexpanding,thedevelopmentspeedis increasingyearbyyear,andthecompetitionisbecomingmoreandmore fierce. Atthesametime,Internetcompanieshavealsolaunchedfinancial servicessimilartocreditcards,suchasantHuabei,JingdongBaitiaoand soon.TheirnaturalInternetattributesmakebusinessgrowthfaster, customeracquisitioncostlower,creditlinemoreflexible,andmarket activitiesmoreconvenient.Thisposesaseriouschallengetothecredit cardbusinessoftraditionalbanks,andbecomesacompetitorthat traditionalbankcreditcarddepartmentsshouldnotpayattentionto. ThispapertakesQingdaoBranchofBCbankastheresearchobject, analyzesthebasiclevelmarketingbusinessofcreditcardfromthebranch level,combsthebusinessprocessrelatedtocreditcardmarketing combinedwithmarketingtheory,optimizesthesupportingservicework ofeachbusinessunit,andmakesin-depthexplorationonthemanagement ofbranches,secondarybranches,subbranchesandmarketingteams,so astomakein-depthexplorationundertheframeworkoftheheadoffice Tobetterdevelopcreditcardmarketingbusinessincombinationwiththe localcharacteristicsofQingdao.Thespecificresearchcontentsareas follows: Firstly,thispaperintroducesthesituationofservicemarketing managementofBCQingdaoBranchcreditcardbusiness,including organizationalstructure,businessprocess,systemmanagement, marketingandservice,andmainindicatorsofbusinessactivities.The marketingworkisneverisolated.Theefficiencyandworkqualityofeach relevantguaranteeservicelinkwillhaveanimpactonmarketing.Based IV ontheworkofeachbusinessunitofBCbankcreditcard,thispaper systematicallyanalyzestheproblemsexistingineachbusinesslink. Secondly,thepaperanalyzesthebusinessprocessofQingdao regionalcreditcard,includingeconomicenvironment,policyandlegal environment,technicalenvironment,industrycompetitionenvironment, etcbinedwiththeinternalenvironmentofQingdaoBranchofBC bank,thispaperusesSWOTanalysismethodtoputforwardoptimization strategiesfromproduct,channel,promotionandservice.Channel optimizationstrategyfocusesonthesystemdevelopmentandapplication of"geek"marketingmode.Theinnovationofthispaperistobreak throughthebarriersofonlineandofflineapplicationandimprove customerutilization. Finally,throughstrengtheningtheorganizationmanagement,risk management,informationsystemsecuritystrategy,strengthenthe managementandtrainingofmarketingpersonnel,improvetheefficiency ofindividualsoldier;strengthenthedevelopmentandmaintenanceof informationsystem,analyzeandtappotentialcustomerinformation; optimizeriskpreventionandcontrolmeasurestoensurethehealthyand orderlydevelopmentofcreditcardmarketing. BCQingdaoBranchhasputtheoptimizationstrategyandsafeguard measuresofcreditcardservicemarketingmentionedinthepaperinto practiceinanumberofaspects,andsomecreditcardindicatorshave receivedpositivefeedback.Thispaperhopestobehelpfulforthecredit cardmarketingservicemanagementofBCQingdaoBranch,andalso hopesthatthisresearchcanbringreferenceandreferencevalueforthe sameindustry. KeyWords: CreditCard，Servicemarketingtheory，SWOTanalysis V 目录 第1章绪论...............................................................................................1 1.1研究的背景......................................................................................1 1.2研究的意义......................................................................................2 1.3国内外研究现状..............................................................................3 1.3.1国外研究现状...........................................................................3 1.3.2国内研究现状...........................................................................4 1.4主要研究内容与方法......................................................................5 1.4.1主要研究内容............................................................................5 1.4.2主要研究方法............................................................................6 第2章相关理论基础...............................................................................8 2.1市场营销理论..................................................................................8 2.1.1STP理论...................................................................................8 2.1.24P理论......................................................................................9 2.2服务营销理论..................................................................................9 2.2.1服务营销的含义和特点............................................................9 2.2.27Ps理论.................................................................................10 第3章BC银行青岛分行信用卡业务管理的现状分析.......................11 3.1BC银行青岛分行介绍...................................................................11 VI 3.2BC银行青岛分行信用卡业务的部门管理..................................12 3.2.1组织架构..................................................................................12 3.2.2业务流程..................................................................................14 3.2.3管理制度................................................................................16 3.3BC银行青岛分行信用卡业务的市场推广与服务.....................17 3.3.1信用卡产品............................................................................17 3.3.2信用卡推广...........................................................................18 3.3.3信用卡服务............................................................................19 3.4BC银行青岛分行信用卡业务的经营活动分析..........................20 3.4.1BC银行青岛分行信用卡的盈利情况...................................21 3.4.2进件的审批通过率..................................................................22 3.4.3信用卡的不良率.......................................................