A Strategic Research On Credit Card Business Of China Construction Bank

Credit card is considered to be the last piece of cheese in China's retail market. Because of its huge profit margins, credit card is favored by all of banks. With the entering of foreign banks, which have a comparative advantage on retail business, China's credit card market will set off a reign of terror. Faced with increasingly fierce market competition, China Construction Bank should be how to maintain and expand the market share of its credit card, making credit card become a new profit growth point, thus achieving the leading level in domestic credit card market, becoming the biggest challenge of China Construction Bank.On basis of successful experience of foreign commercial banks, this paper analyzes the current condition of credit card of China Construction Bank, especially uses SWOT method to conclude China Construction Bank should focus on expanding market share, and taking the strategic offensive to further enhance its brand awareness. Based on the SWOT analysis, the paper makes market segmentation and market positioning of China Construction Bank's credit card, the conclusion is that China Construction Bank should concentrate superior forces to develop high-level customers. Finally, this paper takes a number of high-level measures to improve credit card business, including establishing high-level customer credit files, enriching the features of high-level card product, enhancing the ability to maintain high-level customer relationships, improving the marketing system of credit card, enhancing risk management.