【作者】 徐鹏；

【导师】 刘金全；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 2022年4月20日,国务院发布《国务院办公厅关于进一步释放消费潜力促进消费持续恢复的意见》,进一步提出各级单位应加快构建新发展格局,想尽办法释放消费潜力,促进消费持续恢复。意见还提出各商业银行、汽车金融公司等应提高金融服务能力,丰富大宗消费金融产品。中国建设银行BY支行作为中国建设银行在广东省广州市辖区的重要二级分支行之一,其整体业务规模不亚于二三线城市市分行。BY支行信用卡分期业务更是自2017年以来在广州地区做成标杆行。但是,近两年来,受同业竞争加剧、楼市发展缓慢、汽车能源结构转型等因素影响,BY支行信用卡分期业务市场占比出现较大幅度下滑,例如汽车分期业务系统内占比由2019年的25%下滑至2022年的17%。建行BY支行信用卡分期业务遭遇了很大的竞争压力和发展瓶颈。本文将结合作者自身多年信用卡分期工作实践经验,以BY支行作为研究对象,从行业环境、行内政策、BY支行目前竞争策略等方面,分析得出BY支行信用卡分期业务发展中存在系统内占比下滑、产品发展不均衡、获客方式单一且成本上升、产品创新力不足、网点参与度不高等问题。笔者通过PEST分析和波特五力模型对BY支行发展环境进行分析,并利用SWOT分析矩阵得出BY支行在组织架构、业务基础、网点力量等方面具有一定的竞争优势,并且作为国有大银行,BY支行可充分利用好国家政策支持、利率下行等机会大力发展信用卡分期业务。同时,BY支行作为一个二级分支行,存在权限较低,网点营销氛围不佳、产品结构优化难等劣势。在进行了一系列的行业环境以及竞争优劣势分析后,本文针对性地提出了有利于促进BY支行信用卡分期业务发展的竞争策略和保障措施。包括产品策略、定价策略、渠道策略、宣传策略等,并建议BY支行需充分激发网点资源,严控合规风险等,确保竞争策略能够有效实施。更多还原

【Abstract】 On April 20,2022,the State Council issued the Opinions of the General Office of the State Council on Further Releasing Consumption Potential and Promoting Sustained Recovery of Consumption,further proposing that units at all levels should accelerate the construction of a new development pattern,and do everything possible to release consumption potential and promote sustained recovery of consumption.The opinions also propose that commercial banks and auto finance companies should improve their financial service capabilities and enrich bulk consumer financial products.As one of the important secondary branches of China Construction Bank in Guangzhou City,Guangdong Province,the overall business scale of China Construction Bank BY Sub-branch is no less than that of branches in second-and third-tier cities.The credit card instalment business of BY sub-branch has become a benchmark bank in Guangzhou since 2017.However,in the past two years,affected by factors such as intensified competition in the same industry,slow development of the property market,and the transformation of the automotive energy structure,the proportion of the credit card installment business market of BY sub-branch has declined significantly,for example,the proportion of the automotive installment business system has fallen from 25% in 2019 to 17% in 2022.The credit card installment business of CCB BY sub-branch has encountered great competitive pressure and development bottlenecks.Based on my many years of practical experience in credit card installment work,the author will take BY sub-branch as the research object,and analyze from the aspects of industry environment,internal policies,and current competitive strategies of BY sub-branch,and conclude that there are problems in the development of BY sub-branch’s credit card installment business,such as declining proportion in the system,uneven product development,single customer acquisition method and rising cost,insufficient product innovation,and low participation in branches.The author analyzes the development environment of BY branch through PEST analysis and Porter’s five forces model,and uses the SWOT analysis matrix to conclude that BY branch has certain competitive advantages in terms of organizational structure,business foundation,network strength,etc.,and as a state-owned printing well,BY branch can make full use of national policy support,interest rate decline and other opportunities to vigorously develop credit card installment business.At the same time,as a secondary branch,BY sub-branch has disadvantages such as low authority,poor marketing atmosphere of outlets,and difficulty in optimizing product structure.After a series of industry environment and competitive advantages and disadvantages analysis,the author puts forward competitive strategies and safeguard measures that are conducive to promoting the development of BY sub-branch credit card installment business.Including product strategy,pricing strategy,channel strategy,publicity strategy,etc.,and suggested that BY sub-branch should fully stimulate network resources,strictly control compliance risks,etc.,to ensure that the competitive strategy can be effectively implemented.更多还原