Research On The Development Strategy Of Bank Credit Card Business

With the life philosophy of "repayment after consumption" is gradually accepted by Chinese residents, it ushered the rapid development of China’s credit card industry. Credit card plays an important role as a strategic tool which drives China’s domestic demand and stimulates consumption. Besides, the Arrival of the Internet and big data as well as the increasingly improvement of communication equipments and credit reference system also effectively promote the credit card business to transform to networked and sophisticated efficient operation. At present, the major banks are competing fiercely for the credit card market, the foreign banks are also competing for high-end customer bases and third-party payment institutions are immerging in payment areas. In such a multi-faceted competitive environment with fast-growing business processing and tough competition, it tries to explore the strategy for T Bank’s credit card business development for.This paper first introduces the current development, operational capacity and support for sustainable development of resources of T Bank’s credit card business. On this basis, it analyzes the four elements in the macro-environment and the five aspects competitions in the industry environment which T Bank is facing, then makes comprehensive analysis for its internal strengths and weaknesses, external opportunities and threats through SWOT method, and then proposes the strategic and safeguard measures suitable for T Bank’s credit card business development from the five aspects of marketing, sales channels, risk management, customer service and brand building by combining the development orientation and strategic objectives of T Bank’s credit card business development, and it is hoped that these measures can be used for reference.