【作者】 王玲；

【导师】 李政； 张青辉； 张大仁；

【作者基本信息】 吉林大学 ， 工业工程（专业学位）， 2015， 硕士

【摘要】 这几年来，国内信用卡市场发展非常迅速，从而使银行卡的发卡数量和交易需求极具增加。随着银行卡业务受环境影响，商业银行的创新力度也在不断增强。在银行业务中，银行卡的功能变的多样化，产品功能也更加齐全，从传统的POS机逐步发展成为ATM机自动化业务处理，也在一定程度上发展了网络、手机等新的支付业物，运用方位更加广阔。其中包括：餐饮酒店、零售批发商以及医院、学校、等公共设施方面。银行卡已然是国内主要的非现金支付方式。随着业务的扩大，技术也得到了不断的促进，网络服务质量也有所加强，对于业务处理的正确率也在不断提升。中国银联在一定程度上促进了银行卡的使用与发展，这也为跨行信息共享提供了高水平的专业服务，不仅能够让各大银行之间能够共享资源，而且还能使市场、设备资源使用最大化，无形中减轻了成本的压力。为了加强银行卡的可持续发展，国务院出台了一系列的规定来对市场和银行卡地安全进行维护。与此同时，随着银行卡的迅速发展，出现了同行业的恶性竞争。第一，各商业银行为了占据更多的市场份额，它们盲目的发行信用卡，进入了恶性的“跑马圈地”，导致大部分信用卡都是废弃的，没有给银行带来任何效益却霸占着银行相当大的资源，因此我国银行信用卡项目管理的成效在很大程度上受到了影响。第二，由于未建立严格的审批制度，因此申请表审批过程中十分混乱，存在着大量的风险，许多不法份子便有了可乘之机，信用卡套现、欺诈现象屡见报端。因此怎么将银行卡项目管理业务高效的发展下去，增强银行业务竞争实力，使其在当前零售业务中占据着重要的地位，是当前急需讨论与实践的一个重要课题。随着竞争对手的实力越来越强，范围越来越大，面对来自世界各地的雄厚资本家，中国的金融市场得到了空前的开放，在政府的大力支持下，利用不同的方法进行业务和技术的交流，为后期在国际大舞台占据有利地位提供重要的条件。文章中以项目管理为理论依据，根据作者长时间从信用业务中得到的丰富经验和知识面，非常细致的分析了现有信用卡业务为后期发展中所涉及的阻碍，以实际情况为基准，以行业第一为标准，对信用卡项目管理方面进行了不同层面的阐述。主要体现以下两点:一、通过文献查询和案例分析；二、经过本文的论据得出，分别分析了目前国内外各大银行的信用卡和对其发展所产生的局限因素等；三、在我国消费市场当中，各大商业银行一直上演着龙争虎斗的场景。本文论文的创新之一在于借助了华夏银行的调查问卷所得到的数据对所研究的问题进行了深入的分析，得到的研究结论在某种程度上讲，具有很强信服力，即六大因素在消费者选择信用卡时有着极大的关联，且具有着不同的影响程度。最后结合华行实际情况，提出了华行信用卡项目管理的柔性化4P市场拓展组合策略和差异化项目管理拓展策略。更多还原

【Abstract】 In recent years, the domestic credit card market is developing very quickly, sothat the bank card card number and transaction demand very increase. With thedevelopment of the bank card business is affected by environment, commercialbanks innovation is increasing. In banking, diversification of bank card function, theproduct function is more complete, from POS traditional gradually developed into aATM machine automation business processing, but also the development of apayment network, mobile phone industry new product in a certain extent, wider userange. Including: hotel restaurants, retail wholesalers and hospital, school, and otherpublic facilities. Bank card is already a major domestic non cash payment. With thebusiness expanding, technology has been continuously promoted, network quality ofservice has also been strengthened, the correct rate of business processing is alsorising. Chinese UnionPay has promoted the use and development of the bank card toa certain extent, it also provides a high level of professional services to the cross forthe sharing of information, not only can make the sharing of resources between thebanks, but also make the market, equipment resources to maximize the use of,virtually relieve cost pressure. In order to enhance the sustainable development ofthe bank card, the State Council promulgated the regulations on the market and aseries of bank card security maintenance.At the same time, with the rapid development of the bank card, the emergenceof a vicious competition in the same industry. First, the commercial banks in order tooccupy more market share, they blindly issuing credit cards, entered a vicious"Happy Valley enclosure", cause the most credit cards are discarded, not to the bankto bring any benefit but to occupy a considerable resources bank, therefore our country bank credit card business income is affected by the to a large extent. Second,because did not establish a strict examination and approval system, so theapplication approval process is very chaotic, there exist a lot of risks, many criminalshad an opportunity, cash, credit card fraud frequently appear in newspapers. So howto continue the expansion of credit card project, enhance the banking competitivestrength, which occupies the important position in the retail business, is currently animportant topic in urgent need of discussion and practice.With the strength of the competition is more and more strong, growing rangefrom around the world, in the face of strong Chinese capitalists, financial market hasbeen an unprecedented open, in the strong support of the government, business andtechnology using different methods of communication, and provides an importantcondition for the latter to occupy a favorable position in the international arena. Takethe market expansion as the theoretical basis of this paper, based on the experienceand knowledge the author long time obtained from the credit business, very detailedanalysis of the existing credit card business involved for the later development ofobstacles, according to the actual situation to industry benchmark, first as thestandard, the credit card project expansion is carried out at different levels ofelaborate. Mainly reflected in the following two points: first, through the analysis ofliterature search and case; Second, through the argument, respectively, analysis ofthe current domestic and foreign each big bank credit card and generated on thedevelopment of limited factors etc.. In order to China bank credit card market furtherdescribed, analyzed the present market environment in China for using five forcemodel. Thirdly, China’s consumer market, the major commercial banks have beenstaged with a dragon and a tiger in combat scenes. One of the innovation of thisthesis lies in using the questionnaire of Huaxia Bank, the data obtained has carriedon the thorough analysis to the study, factor analysis method is introduced which,result in a certain extent, has the very strong convincing, namely six big factors in consumer choice credit card when great relevance, and has a different degree ofinfluence. Finally, combined with the actual situation in China, put forward themarket expansion and difference of Huaxia for flexible4P credit card marketproject expansion strategy.更多还原