| From 1990's, as a result of the change of economic policy, the competition between banks gets more and more drastic. The profit level on classic banking business goes lower than before. In this situation, the research on credit card business is very helpful for those banks that want to upgrade their competency, especially for small banks like China Merchants Bank.Credit Card is a very important product in personal credit field. Along with the progress made by China's economy, Chinese people are getting richer. This makes credit card a very attractive business for commercial banks.Based on the market research and enterprise's status study, conclusion can be drawn that China Merchants Bank should pay more attention to personal banking area, especially to credit card business.The first problem unresolved for China Merchants Bank's credit card development plan is how much importance and risk this business has. After it's resolved, China Merchants Bank should make market dividing research and then classify it's target market as "white collar people of age 20?5 in those big cities". The feature of credit card product should be on technology and service. The aim of China Merchants Bank is to be the top 5 card issuing bank in China.The strategy business unit system is the most suitable organization structure for credit card business. As there are different ways to resolve the bank's compute system capacity problem and management capacity problem, the bank will have three solutions for credit card business development among which theinternational cooperation solution is the best one to meet China Merchants Bank's requirementhi the execution of international cooperation solution, it's important for CMB to choose cooperation partner, to get time efficiency and to erect a proper enterprise culture.At last, the thesis makes financial forecast based on market reality, which could also be management target in the execution of cooperation project. |
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