Research On The Competitive Strategy Of Bank Card Of DZ City Branch Of China Postal Savings Bank

Postal Savings Bank of China, established in March20,2007, is the5th largest state-owned commercial bank, and it’s also a retail banking whose orientation is to serve all cities and communities. Business of the bank card is above all in intermediate business which is the development emphases of retail banking. This thesis is to make a thorough research on the competitive strategy of bank card of DZ city branch of Postal Savings Bank of China from four aspects——the external environment, the internal resources and capability, the selection of competitive strategy and the carrying out of the strategy.When it comes to the external environment, there are a lot of favorable conditions to the bank card business of DZ city branch, such as the policy and law, economy, social culture, science and technology and so on. But the environment makes the bank meet serious challenge and more and more vehement market competitive.Then we come to the internal resources and capability. In the section of main business, DZ city branch has its advantages in card issuing, voucher management, public business, risk control, management analysis and so on. But meanwhile, it’s incompetent in marketing and service. In the part of subsidiary business, DZ city branch has its merits in brand reputation, Customer Resource Management System (CRM), rules and regulations and training. However, the inadequacy in channel construction and lack of professionals also exists.The basic conclusion of this paper’s SWOT analysis is that the advantages outweigh the disadvantages and opportunities outnumber challenges. On the rural markets, debit cards business can adopt Blue Ocean Strategy, subdivide customers and work out measures for improving the payment environment in rural area. In urban markets, we should improve innovative consciousness and develop a distinctive and differentiated market space. The credit card business should implement a strategy combination focusing and differentiation, laying a lot of emphasis on developments in county and higher-lever cities and issuing cards to good clients using the unique characteristic of credit card.Finally, DZ city branch of Postal Savings Bank should embark upon the competitive strategy from the following five aspects:Ⅰ. Improve the level and quality of financial services in rural areas based on the development of bank cards;Ⅱ. Enhance the delivered value by adding the functions of the credit card;Ⅲ. Adopt the focusing and differentiation strategy in the urban market, and operate the business of credit card steadily;Ⅳ. Speed up the steps of channel construction, and widen the business scope of service transaction;Ⅴ. Strengthen the risk management and establish the security environment of using cards.