The Study Of Developing Strategy For China Unionpay

With the rapid development of social-economy, the global bank card industry grows rapidly. In China, the bank card industry has formed the biggest and largest market of the world during the recent30year of development, which has become the bank card industry superpower, featured in giant market potential and the fastest growth. China UnionPay roles as the only domestic organization qualify for collecting inter-bank transfer and settlement business in the heart and hub of domestic bank card industry, which has an absolute advantage in the domestic bank card market. But compared with the bank card organizations of developed countries, China still has a long way to go. As the financial sector gradually opens, international brand card group VISA, mastercard, etc, monopolize the world bank card market and covet the huge Chinese market, with the capital, technology and service advantages. China UnionPay is facing fierce competition. Meanwhile, along with the rapid development of network technology, the growing of e-commerce has attracted a growing number of third-party services, that is, online payment and mobile payment. The new payment system grew rapidly from the emergence of this new concept. The traditional advantages of China Unionpay are put forward. In a competitive market environment, how to locate the position reasonably in order to adapt to the current economic situation of the enterprise development strategy is burdened to operate further research.This thesis will focus on China Unionpay strategic, with the enterprise strategic management and bank card industry development theories as the foundation, collecting and consulting a large number of relevant materials and data, through the PEST analysis, industry life cycle analysis, five competition model analysis method to research the enterprise’s external environment, through the value chain analysis, strategic factor evaluation matrix analysis and gap analysis method to research the internal environment of the enterprise. On this basis, further using SWOT model and other traditional strategic analysis and selection method to formulate a set of effective enterprise for China unionpay.In this paper, the main conclusion is that China unionpay should to strengthen domestic, on the basis of competitive advantage, through resource integration, product optimization to drive enterprise innovation business in international market and the market expansion and extension of "unionpay" brand image, promote the domestic bank card industry healthy and orderly development. Specifically speaking, strategy on the corporate-level strategy.the company layer is given priority to with "unionpay" brand building and market penetration type development strategy, market layout optimization of traditional business and innovation, promote enterprise’s competitive power, strengthen the dominant position within the industry of China unionpay. Business level strategy:insist on the brand product combined with the service the varieties of product differentiation strategy, improve the unionpay card products and services, to foster innovation electronic payment business development, expand the overseas transaction network, enhance the level of internationalization of unionpay. Functional level strategy:to establish a comprehensive financial management system as the core of the financial strategy, to establish a multi-level staff training, and all aspects of the performance appraisal system of human resource strategy, and implement corresponding management improvement and promotion strategy as early as possible. The development strategy has very high reference value and guiding significance on the development of China unionpay.