Research On The Market Development Of Commercial Bank Card Business In Panjin

With the rapid development of our country’s economy, the financial industry gradually to the industrialization, diversified development, increasingly fierce competition between each big commercial bank. With China’s accession to the WTO, foreign Banks have swarmed into China’s financial market, further aggravated the competition in the banking sector. Banks because of its convenient features become a rapid developing banking business in recent years, has brought the bank bigger gains. In order to meet the diversified needs of customers, our country’s commercial Banks gradually absorb deposits and issue loans to retail business transformation; bank card market development is very rapid. Panjin as a local joint-stock commercial Banks, commercial Banks set up for more than ten years operating conditions has been better, but with the change of the economic situation, the development of the bank card business gradually meet the bottleneck, by deepening the reform of marketing strategy to promote its long-term development become a top priority task.In order to guarantee the healthy development of panjin commercial bank, keeping the development of bank card business market, the paper respectively from panjin commercial bank card hairpin quantity, structure, on the machine situation and analysis the current situation of the development of bank card transactions and other. In order to more clearly points out the problems, the paper respectively by the bank of China and bank of Anshan as a large state-owned commercial and representatives of local commercial Banks are simply analyzed. Through three differences between commercial bank cards business, found the factors which restrict the development of the Panjin commercial bank card business, to lay the foundation for the establishment of the strategy. According to the results, the development of panjin commercial bank card business is living card rate is very low, to accept the poor environment, poor service, product positioning is not clear, single variety and payment channel is not perfect and so on. After the study of its products, the marketing situation of panjin commercial Banks made a simple analysis, and on this basis, analyzes the external macro environment, and from its own scale and the characteristics of management, SWOT analysis of the development of bank card business opportunities, threats, advantages and disadvantages were studied. After mastering the development of internal and external environment, and using the STP analysis method to determine the panjin commercial bank card business target market, the suitable to the development of market orientation is determined. Finally, in panjin commercial Banks development on the basis of comprehensive analysis, combined with the theories and methods of market development, put forward the suitable for panjin commercial bank card business expand market brand strategy, product strategy, promotion strategy and channel strategy, and formulate the corresponding security measures. Finally, the thesis research is summarized and prospected, which laid a foundation for future more in-depth research.