A Commercial Bank J Branch Bank Card Market Competition Strategy Research

Continues to increase in the level of development of market economy, bank cards in daily life becomes more and more popular, become an integral part of the ordinary people life tools consumers at the same time on the business of banking requirements also continues to increase. With the deepening of the reform of the financial market, between commercial banks, the bank card business competition also intensified, in this regard have invested heavily in response. With the continuous development of social economy, the rapid growth of China’s residents’ income, bank card market demand is also expanding rapidly, the market size is gradually expanding. Traditional payment business has changed dramatically, the bank card payment market share is constantly improving. Overall, China’s bank card business is facing a huge market demand, more and more commercial banks began to realize the importance of the bank card business. With the continuous deepening of the reform of financial market system, as well as the implementation of new bank card fees, commercial bank card market is also facing more intense competition and more market opportunities. The from the perspective of the Commercial Bank of using empirical research methods, in-depth analysis of a commercial bank J branch bank card business,analyze a commercial bank of J bank branches card business is facing opportunities and challenges, in order to find out the existing problems and formulate the corresponding competition strategy, for commercial bank card business development to provide useful guidance.The empirical research methods, selected J branch of a commercial bank as the object of study, analysis of a commercial bank of J bank branches of business cards is facing the challenge and competition situation, carries on the overall analysis to the facing opportunities, threats, strengths and weaknesses, through the use of SWOT analysis and Porter’s five forces model, combined with the actual situation of J branch of a commercial bank, develop a set of differentiation in the market competition strategy. The purpose of this paper is to adjust the competitive strategy and strategy of the bank card business, in order to promote the comprehensive and healthy development of the commercial bank business.This thesis consists of seven chapters. The first chapter is the introduction, mainly introduces the background and significance; the second chapter is the theoretical part,mainly introduces the related theories and concepts of this research; the third chapter analyzes the A commercial bank J branch of the market environment, the face of the macro and industry environment makes a comprehensive analysis on the competition the advantages and disadvantages are analyzed; the fourth chapter introduces the bank J branch of A commercial bank card business development and competitiveness, from the perspective of resources, innovation and market analysis of the bank card business are the advantages and disadvantages; the fifth chapter uses SWOT analysis method to carry on the comprehensive analysis of the A bank J branch of bank card business opportunities and challenges and the advantages and disadvantages of business development, on the basis of this analysis to determine the strategic development direction; the sixth chapter card sales,consumption, business settlement, internal flow from the bank, Risk management and other aspects of the A commercial bank J branch bank card business competition situation, put forward countermeasures and countermeasures. The seventh chapter is the summary and Prospect of this paper, summarizes the research conclusions of this paper and the deficiencies of the research.