信用卡业务的创新发展路径及其实现模式——基于工商银行深圳分行信用卡业务的分析

Developing Route Innovation and Detailed Patterns of Credit Card Business——With the Case of Credit Card Business of ICBC Shenzhen Branch

本文从深圳地区的市场特点及信用卡产业整体发展现状的宏观背景入手,以工商银行深圳分行为例对深圳地区信用卡业务创新发展的现实条件及可行性进行研究论证,提出了现代商业银行信用卡业务的创新发展路径——以技术和商业模式的领先创新为抓手,以成为主流行业的最佳合作伙伴和主流客户群的首选品牌为诉求,实现市场份额和收益最大化目标。同时,本文从产品创新、收单业务、营销渠道、运营服务和风险控制几个方面,对这一创新发展路径的具体实现模式进行了深入剖析,以期对我国商业银行信用卡产业发展提供有益借鉴。

Beginning with the characteristics of Shenzhen market and the overall developing status of the credit card industry, the paper studies and demonstrates the conditions and feasibility of innovative development of Shenzhen credit card industry with the case of ICBC Shenzhen Branch. The paper proposes an innovative developing route of credit card business suitable to modern commercial banks： focusing on the innovation of technology and business pattern, striving to become the best partner of mainstream industries and the first chosen brand of mainstream customers, and achieving the objective of the maximum of market shares and profit. Furthermore, the paper scrutinizes possible implementation patterns of the route from five aspects, including product innovation, acquiring business, marketing channels, operating service and risk control to provide valuable reference for the healthy development of Chinese credit card industry.