近年来，随着我国经济的蓬勃发展，居民消费水平逐年提升，汽车消费 群体逐步扩大。提前消费的观念也逐渐被国人所接受，通过支付一定比例的 首付款，便能够立刻买到自己心仪的车型，或者通过贷款购买更高等级的车 型，无疑成为中国消费者提高生活品质的一个良好途径，因此汽车信贷业务 近年发展得风生水起。各大商业银行紧跟时代脉搏，纷纷推出信用卡分期购 车业务这个便捷、灵活的消费信贷模式，以便于在汽车消费金融市场中占有 一席之地。 中国银行D支行作为中国银行在黑龙江省哈尔滨市的主要城区支行之 一，虽然支行整体业务发展良好，收入能力、市场竞争力不断提升，但其信 用卡业务发展在同级别支行中仅处于中上水准，汽车分期业务更是处于落后 水平。本人结合工作实践，以D支行为研究对象，首先通过D支行的发展现 状、内部环境的分析，找出D支行内部资源的优势、劣势，查找业务发展中 存在的问题。再次，通过对D支行所面临的宏观环境、行业环境来分析所面 临的的外部环境。通过内、外部环境的分析结果，进行SWOT分析，通过组 成四种不同组合的方式来找出最适合D支行汽车分期业务的发展方向。最后 根据SWOT的分析结论，制定D支行汽车分期业务的发展策略目标及拓展对 策。 关键词：商业银行；信用卡；汽车分期 哈尔滨工业大学工商管理硕士学位论文 - II - Abstract In the past few years, as the Automobile market expanding gradually in China, using automobile financing tools to buy a new automobile is becoming more and more popular. By separating the whole purchase price into fixed period payment, plus loan interest and service fees, the automobile consumer could buy his or her favorite vehicle with down payment of certain percentage of whole price. Buying a better car by rising debt is a good method for improving quality of life. Therefore, banks speed up the development of automobile financing products to gain the benefit of market expanding. And in this circumstance, banks developed Credit card automobile financing service, a consumption credit service which is flexible and convenient, to gain a share of market. D branch of Bank of China, as one of major municipal branches administered by Heilongjiang provincial branch in Harbin city. The overall business has developed well, its income and competence ability has been increasing gradually. However, its credit card business is just above average level comparing with the other municipal branches. And its automobile financing business is even below than average. By combing my working practice, I use D branch as the subject of research. First, by analyzing the development circumstance, internal and external environment of D branch, find out the strength and weakness in internal resource of D branch, and reveal the problem in business. Secondly, analyze D branch’s external environment by analyzing the macro and banking industry environment. Then implement the SWOT analyze by combining the result of internal of external analyzing, to determine the future direction of D branch’s automobile financing business by dividing the analyzing results into four groups. Finally, formulate D branch’s development strategy according to the conclusion carried out with SWOT analysis. Keywords: Commercial Banks, credit card, automobile financing 哈尔滨工业大学工商管理硕士学位论文 - III - 目 录 摘要 .................................................................................................................... I Abstract................................................................................................................. II 第1章 绪论 .......................................................................................................... 1 1.1 课题研究的背景和意义 ............................................................................. 1 1.1.1 课题研究的背景 .................................................................................. 1 1.1.2 课题研究的意义 .................................................................................. 1 1.2 国内外研究现状 ......................................................................................... 2 1.2.1 国外研究现状 ...................................................................................... 2 1.2.2 国内研究现状 ...................................................................................... 3 1.2.3 国内外文献综述的简析 ...................................................................... 4 1.3 主要研究内容与方法 ................................................................................. 5 1.3.1 主要研究内容 ...................................................................................... 5 1.3.2 主要研究方法 ...................................................................................... 5 1.3.3 本文的逻辑结构 .................................................................................. 6 第2章 中国银行D支行信用卡汽车分期业务的现状和分析 ......................... 7 2.1 中国银行D支行背景概述 ......................................................................... 7 2.1.1 中国银行D支行发展概况.................................................................. 7 2.1.2 中国银行D支行业务发展规模 .......................................................... 7 2.2 D支行信用卡汽车分期业务开展的基础 .................................................. 8 2.2.1 信用卡汽车分期业务的定义 .............................................................. 8 2.2.2 国内汽车金融业务的发展 .................................................................. 8 2.3 中国银行D支行信用卡汽车分期业务发展情况分析 ........................... 10 2.3.1 D支行信用卡汽车分期业务爱驾分期 ............................................. 10 2.3.2 D支行汽车信用卡分期业务的目标客户特征 ................................. 12 2.3.3 D支行汽车信用卡分期业务发展现状 ............................................. 16 2.4 D支行信用卡汽车分期业务内部环境分析 ............................................ 19 2.4.1 D支行信用卡分期付款业务发展优势 ............................................. 19 2.4.2 D支行信用卡分期付款业务发展劣势 ............................................. 20 2.5 D支行汽车信用卡分期业务存在的问题................................................. 21 2.5.1 重视程度低 ........................................................................................ 21 2.5.2 产品竞争能力不足 ............................................................................ 21 哈尔滨工业大学工商管理硕士学位论文 - IV - 2.5.3 人员配置不完善 ................................................................................ 22 2.5.4 宣传营销力度不足 ............................................................................ 23 2.5.5 绩效考核导向不利 ............................................................................ 23 2.5.6 汽车分期业务客户较少 .................................................................... 23 2.6 本章小结 ................................................................................................... 24 第3章 中国银行D支行信用卡汽车分期业务的发展环境分析 ................... 25 3.1 D支行汽车分期业务发展的外部环境分析 ............................................ 25 3.1.1 D支行信用卡汽车分期业务的宏观环境分析 ................................. 25 3.1.2 D支行信用卡汽车分期业务的PEST分析结论.............................. 30 3.2 D支行信用卡汽车分期业务的行业环境分析 ........................................ 30 3.2.1 省内四大国有商业银行的行业环境分析......................................... 31 3.2.2 D支行汽车分期业务发展面临的威胁 ............................................. 33 3.4 D支行信用卡汽车分期业务的SWOT分析 ........................................... 36 3.4.1 D支行汽车分期业务的SWOT分析................................................ 36 3.4.2 D支行汽车分期业务的SWOT分析结论 ........................................ 37 3.5 本章小结 ................................................................................................... 37 第4章 中国银行D支行信用卡汽车分期业务拓展策略的研究 ................... 38 4.1 拓展策略目标的制定 ............................................................................... 38 4.1.1 制定三年发展目标 ............................................................................ 38 4.1.2 制定创新策略目标