Research On Debit Card Business Competitive Strategy Of J Commercial Bank K Branth

Debit cards are currently the most important personal payment and settlement tools. In2013, National bank card penetration rate reached47.45%,3.95percentage points higher than last year. Debit card is playing an increasingly important role in the social and economic life, and has become the most important basic product for commercial banks’individual business. Since2011, the People’s Bank of China has been vigorously promoting the development of financial IC card (chip card), commercial bank all take it as a strategic business and intensify the development of their financial IC card business. J Bank K Branch also faces the important task of seizing the opportunities to develop its debit card business, enlarge scale, establish a strong brand, and bring the whole personal business rapid and healthy development.From the perspective of commercial bank management, this article used the enterprise strategic management theory and method, and tried to through the systematic analysis of the external environment and internal conditions of J Bank K Branch debit card business development to formulate a scientific development strategy and promote the leap frog development of J Bank K Branch debit card business. This thesis first discussed the background and significance of J Bank K Branch debit card business competitive strategy research, the research methods, ideas and major innovations, and briefly introduced the commercial bank debit card and debit card business; Then introduced the theory of competitive strategy and related analytical tools used in this article; After that, analyzed the macro environment of J Bank K Branch debit card business with PEST analytical method, and analyzed the industrial competitiveness of J Bank K Branch debit card business with five forces model. We also systematically analyzed the advantages and disadvantages of internal resources and capabilities of J Bank K Branch. In the next, analyzed the external opportunities and threats and internal strengths and weaknesses of J Bank K Branch debit card business with SWOT model, and proposed J Bank K Branch Debit Card Business competitive strategy and the specific policies and safeguards for the implementation of the strategy based on full research and analysis. In the end, highly summarized the conclusions of this research and it’s limitations. Through research and analysis, this article put forward the conclusion that J Bank K Branch should adopt differentiation competition strategy on its debit card business to ensure the effective implementation of the strategy, supportive measures should be developed on customer development, marketing management, product innovation, brand management, and strengthening channel development, adjust and perfect appraisal management, putting more efforts on risk control are also needed.This paper aims to help J Bank K Branch to have a clear understanding of the present situation and development trend of domestic and foreign commercial bank debit card business development, further enhance the urgency and forward-looking of its business development, achieve leap frog development of J Bank K Branch debit card business with the implementation of the effective competitive strategy, lead to overall rapid growth of it’s personal financial services, and further enhance the competitiveness of the industry system of J Bank K Branch. Meanwhile, we hope the conclusions of this study can provide some useful references for the development of other financial institutions’debit card business development.