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摘要 近年来，越来越多的人拥有和使用信用卡，随着信用卡市场竞争日趋激烈，各银行都开始了在信用卡市场的精耕细作，不断研发新的产品以提高客户满意度和信用卡的品牌竞争力。中国农业银行信用卡近几年才发力，目前每年的发卡量已隐隐处于第一阵营，但各个银行的信用卡业务经过近5年的快速扩张后，都积累了一定的客户和发卡量，发卡的快与否已经不再是信用卡业务的发展重点。那么，如何精耕细作，发展有质量的客户，创造忠诚客户，提升自己银行的信用卡竞争力，则成了中国农业银行信用卡发展的当务之急。10603
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本论文将通过分析中国信用卡业务的本质特征，以及中国农业银行信用卡的现状，从农业银行的信贷资产管理、信用卡开卡数量和市场份额等方面来分析，得出提升中国农业银行信用卡的竞争力需从信贷风控、产品创新、客服质量等角度出发的结论，最终提出中国农业银行应从提高中国农业银行风控能力、产品创新、增加信用卡特色、加强客户服务质量四个方面提升其信用卡竞争力。
关键词：中国农业银行；信用卡；竞争力；营销策略
Abstract
In recent years, more and more people owning and using a credit card, a credit card with an increasingly competitive market, banks have begun intensive in the credit card market, and constantly develop new products to improve customer satisfaction and credit card brand competitiveness. Agricultural Bank of China credit card force in recent years, the current annual card volume has faint in the first camp, but each bank credit card business, after nearly five years of rapid expansion, has accumulated a certain amount of customers and issuers, issuers of fast or not is no longer a credit card business development priorities. So, how intensive, development of quality customers, create loyal customers, enhance the competitiveness of their own credit card bank, the Agricultural Bank of China credit card has become a priority development.
This article analyzes the essential characteristics of the credit card business in China, and the status of the Agricultural Bank of China credit card, asset management of agricultural credit from banks, credit card open card number and market share, etc. to analysis, the Agricultural Bank of China credit card to enhance the competitiveness of need from credit risk control, product innovation, customer service and quality point of view of the conclusions. Finally, this article suggest that th Agricultural Bank of China Agricultural Bank of China should enhance risk control, product innovation, increase credit card characteristics, enhance customer service quality in four areas to enhance the competitiveness of their credit card.
Key words: Agricultural Bank of China; Credit Card; Competitive Power; Marketing Strategy
目 录
摘 要 I
Abstract II
一、引言 1
(一)研究背景 1
(二)研究意义 1
二、国内外研究现状 1
(一)国外研究现状 1
(二)国内研究现状 2
三、信用卡业务的本质特征分析 2
(一)目标客户的不同 3
(二)多元的销售方式和渠道 2
(三)风险特征 3
四、中国农业银行信用卡发展现状 3
(一)中国农业银行信用卡业务发展阶段和地位 3
(二)中国农业银行信用卡营销组织体系 4
(三)中国农业银行信用卡营销渠道和促销 4
(四)中国农业银行信用卡产品类型和面向的客户群体 4
(五)中国农业银行信用卡品牌建设 5