Bank Of China, Inner Mongolia Branch To Expand The Bank Card Business Strategy Research

The market of Bank Card is the competing focus in current commercial bank field. In recent twenty years, with rapid development of economy and sharp increase of information industry in our country, the Bank Card business is provided with wide market and more opportunities. Facing with competence of the same line in civilian and the threat accompanying with foreign banks'entering, all banks with rapid development should think about a series of problems about the strategic positioning, risk control and customer combinatorial optimization. How to gain the competitive advantage in the development of Bank Card business is the topic of developing the business in the Inner Mongolia branch.The thesis is based on the general management and marketing theory, it borrows the Bank Card marketing practices from both domestic and overseas commercial banks, makes a comprehensive analysis of the influence on the internal and external strategic environment of developing the Bank Card business in Inner Mongolia branch. Besides, taking the SWOT method as a framework, the thesis emphasizes on the strengths, weaknesses, opportunities, threats of the Bank Card business of Inner Mongolia branch, providing a sufficient basis of drawing up the development strategy measures of Bank Card business.On the basis of the above analysis, this paper uses a method combined with theory and practice. By analyzing the current situation and problems of the Bank Card business of Inner Mongolia Branch, it establishes the Targeting Markets and Position of Bank Card in Inner Mongolia Branch. Furthermore, using the combination of marketing theory, it points out the development strategy of Bank Card business in Inner Mongolia branch from the market, products, brands, publicity, pricing, sales channels, risk management strategies and so on.The study results of this thesis have a direct role in guiding development of the Bank Card business of Inner Mongolia Branch and the establishment of marketing system. Meanwhile, the research ideas and methods also have a certain reference value for the Bank Card sales management of other commercial banks.