The Competition Strategy Research For Credit Card Business Of S Bank Jinan Branch

S bank Jinan branch has been developing the credit card business since 2004. In 2013, as the adjustment of the organizational structure, the credit card business center has been established, directly under the head office of the Credit Card Center, and also has 9 teams in the secondary branch, such as Tai’an, Jining, Weifang, Zibo, Liaocheng, Dongying, Rizhao, Heze, Linyi. Thanks to the advantage of backwardness, the credit card business of S bank Jinan branch enters to the rapid development period. As of the end of 2015, Jinan branch coinsurance have credit card customers 45 million households, loan balance of RMB 0.57 billion, operating income of 5.08 million yuan in 2015, net operating income of 0.334 billion yuan,7.2％of net rate of return in loans, credit card business for its comprehensive strength is ranking the sixth in the system of bank.Although the credit card business of Jinan branch in recent years has been in rapid development, the gap between other commercial banks in Shandong Province and is larger, and in the development process also exists a lot of problems, coupled with the Internet economy rapid development and the widely used third party payment, the traditional competitive strategy already can not adapt to the current fierce competition in the credit card market environment. In order to grasp the initiative in the future credit card business, the new competitive strategy research is an important issue that the Jinan branch has to face.The credit card business of S bank Jinan branch is facing exterior opportunities: the change of the Internet economy and the third party payment platform which brings the future competition, the original credit card market share or re shuffle; personal credit system gradually improved, the acceptance of credit card consumption gradually increased; as the super consumering awareness of popularity, the three or four line of the city has become the development of the blue ocean regional credit card business in the future; people’s income increased year by year, the consumption ability gradually improves; people’s awareness of the consumption enhances, the frequency of using credit card increases; cultural district gradually mature, shopping, dining, entertainment and integration of the three modes of life gradually spread; credit card payment is more secure, more easy of use.the main advantages of the credit card business of S Bank Jinan branch are:the marketing team has strong working ability, and gets great potential; The effect of Internet cooperative is obvious, and has considerable benefits; brand building achievements, preliminary in Shandong Province lay certain position in the market; public-private linkage mechanism has significant effect, coordinated development of company business and personal business; have a full range of financial products, more comprehensive customers service; flexible mechanism, examination and approval of the business of high efficiency, large investment, activities of the rich market; credit card team to constructed completely, and has obvious human resources obviously.After analysis and evaluation, the final conclusion is:Jinan branch should be in the implementation of differentiation competitive strategy, making full use of their own development advantages of the premise, the depth of excavation and old customers personalized needs, through product differentiation strategy scored new customer market, the implementation of differentiated products, differentiated pricing, the difference of channel construction and the difference of the promotion planning; To promote series of marketing activities. By using the above differentiated competitive strategy, to seize the opportunity in the credit card market in Shandong province in the future. At the same time, it puts forward the guarantee measures for the implementation of the S bank Jinan branch differentiation competitive strategy.