【摘要】：隨著現(xiàn)代科技和經(jīng)濟(jì)的發(fā)展，中國(guó)與國(guó)際的交流越來(lái)越頻繁。這使得以銀行卡為主要代表的電子支付工具迎來(lái)了巨大的發(fā)展機(jī)會(huì)。本文作者曾經(jīng)在中國(guó)銀聯(lián)工作過(guò)一段時(shí)間，所以對(duì)這個(gè)企業(yè)乃至銀聯(lián)標(biāo)準(zhǔn)卡有著較多的興趣。 本文從銀聯(lián)標(biāo)準(zhǔn)卡所面臨的外部環(huán)境出發(fā)，通過(guò)對(duì)宏觀環(huán)境中政治、經(jīng)濟(jì)、技術(shù)和社會(huì)環(huán)境的詳細(xì)分析，總結(jié)出中國(guó)銀聯(lián)目前面臨的國(guó)際、國(guó)內(nèi)形勢(shì)，為下文中國(guó)銀聯(lián)可持續(xù)發(fā)展戰(zhàn)略提供鋪墊。文章從行業(yè)環(huán)境入手，通過(guò)五種競(jìng)爭(zhēng)力量即行業(yè)競(jìng)爭(zhēng)對(duì)手能力、消費(fèi)者、供應(yīng)商、替代品及新進(jìn)行業(yè)競(jìng)爭(zhēng)者的分析，歸納出銀聯(lián)標(biāo)準(zhǔn)卡面臨的機(jī)會(huì)和威脅；從中國(guó)銀聯(lián)企業(yè)內(nèi)部環(huán)境著手，在對(duì)中國(guó)銀聯(lián)的總體概括的基礎(chǔ)上，就企業(yè)的財(cái)務(wù)能力、品牌價(jià)值、經(jīng)營(yíng)渠道、社會(huì)網(wǎng)絡(luò)資源，，找出企業(yè)目前的優(yōu)勢(shì)和劣勢(shì)。在綜合前文對(duì)內(nèi)、外部環(huán)境因素的總結(jié)的基礎(chǔ)上，文章對(duì)銀聯(lián)標(biāo)準(zhǔn)卡進(jìn)行了優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、威脅分析，提出三種備選方案，即差異化戰(zhàn)略、成本優(yōu)勢(shì)戰(zhàn)略、集中化戰(zhàn)略。最后，結(jié)合中國(guó)銀聯(lián)目前的實(shí)際情況，對(duì)備選方案的優(yōu)缺點(diǎn)進(jìn)行分析，進(jìn)而從中找出適合當(dāng)前銀聯(lián)的發(fā)展方案。 本文認(rèn)為，影響銀聯(lián)標(biāo)準(zhǔn)卡競(jìng)爭(zhēng)戰(zhàn)略的最大問(wèn)題來(lái)自于國(guó)際品牌銀行卡公司，中國(guó)銀聯(lián)必須采取差異化的戰(zhàn)略選擇，立足本土，逐步擴(kuò)大受理市場(chǎng)；立足自主產(chǎn)品創(chuàng)新的研發(fā)，努力拓展國(guó)際市場(chǎng)；提高持卡人服務(wù)功能，加快創(chuàng)新支付等策略，同時(shí)做好與政府的公關(guān)，促進(jìn)與發(fā)卡銀行的合作，來(lái)實(shí)現(xiàn)銀聯(lián)標(biāo)準(zhǔn)卡的競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:With the development of modern science and technology and economy, China and international exchanges become more and more frequent. This makes the bank card as the main representative of electronic payment tools ushered in tremendous opportunities for development. The writer has worked for China UnionPay for some time, so he is interested in the enterprise and even the UnionPay Standard Card. Based on the external environment faced by UnionPay Standard Card and the detailed analysis of the political, economic, technical and social environment in the macro environment, this paper summarizes the international and domestic situation faced by China UnionPay at present. For the following China UnionPay sustainable development strategy to provide the groundwork. This article starts from the industry environment, through the analysis of five kinds of competition power, namely the industry competitor ability, the consumer, the supplier, the substitute and the new industry competitor, summarizes the opportunity and the threat that the UnionPay standard card faces; Starting from the internal environment of the Chinese UnionPay Corporation and on the basis of the general summary of the Chinese UnionPay, this paper finds out the current strengths and weaknesses of the enterprise on the basis of its financial ability, brand value, operating channel, social network resources. On the basis of summing up the internal and external environmental factors, the paper analyzes the advantages, disadvantages, opportunities and threats of UnionPay Standard Card, and puts forward three options, namely, differentiation strategy, cost advantage strategy and centralization strategy. Finally, combined with the actual situation of China UnionPay, this paper analyzes the advantages and disadvantages of the alternatives, and then finds out the development plan suitable for the current UnionPay. This paper holds that the biggest problem affecting the competition strategy of UnionPay Standard Card comes from the international brand bank card company. China UnionPay must adopt the strategy of differentiation, base itself on the local market, expand the accepting market step by step, base on the research and development of independent product innovation. Try to expand the international market, improve the service function of cardholders, accelerate the innovative payment strategy, and do a good job of public relations with the government, promote cooperation with card issuing banks, to achieve the competitive advantage of UnionPay standard cards.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2;F272

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 周瓊,莊毓敏;中國(guó)銀行卡產(chǎn)業(yè)的市場(chǎng)結(jié)構(gòu)與價(jià)格行為研究[J];當(dāng)代經(jīng)濟(jì)科學(xué);2005年04期

2 席華潔;;我國(guó)銀行卡產(chǎn)業(yè)的發(fā)展?fàn)顩r及對(duì)策研究[J];消費(fèi)導(dǎo)刊;2008年23期

3 陳星;;我國(guó)銀行卡業(yè)務(wù)發(fā)展對(duì)策淺析[J];經(jīng)濟(jì)視角(上);2008年12期

4 胡繼湘;張麗紅;;中小城市銀行卡產(chǎn)業(yè)發(fā)展的對(duì)策[J];華北金融;2006年12期

5 陳偉光;朱思佳;;中國(guó)銀行卡產(chǎn)業(yè)的價(jià)格行為研究——基于產(chǎn)業(yè)組織理論的分析[J];文史博覽(理論);2007年03期

相關(guān)碩士學(xué)位論文 前8條

1 羅潔茹;銀行卡差異化定價(jià)研究[D];西南財(cái)經(jīng)大學(xué);2008年

2 卜磊;銀行卡產(chǎn)業(yè)的反壟斷問(wèn)題初探[D];華東政法大學(xué);2009年

3 邢紅;我國(guó)銀行卡產(chǎn)業(yè)發(fā)展對(duì)策研究[D];河北大學(xué);2008年

4 張善廣;中國(guó)銀聯(lián)在國(guó)內(nèi)銀行卡市場(chǎng)的發(fā)展戰(zhàn)略研究[D];山東大學(xué);2009年

5 楊遠(yuǎn)科;銀行卡產(chǎn)業(yè)運(yùn)行特征及其規(guī)制問(wèn)題研究[D];西南財(cái)經(jīng)大學(xué);2009年

6 戴煜;基于交換費(fèi)和博弈論解決銀商刷卡糾紛的新方法[D];西南財(cái)經(jīng)大學(xué);2009年

7 陽(yáng)蘭;我國(guó)銀行卡產(chǎn)業(yè)的市場(chǎng)結(jié)構(gòu)與市場(chǎng)績(jī)效關(guān)系的實(shí)證分析[D];西南財(cái)經(jīng)大學(xué);2009年

8 金偉;蘭州交行銀行卡營(yíng)銷策略研究[D];西安理工大學(xué);2008年

本文編號(hào)：2281845