Z Credit Card Development Strategy Research

After decades of development,growing out of nothing,credit cards business has become an important part of commercial banks' intermediary business and retailing business,which provides stable source of profits and satisfies the need of consumers for innovation in financial service.The role of commercial banks in developing credit cards business has been transformed from a credit allocator to a provider of financial service,thus causing a fundamental revolution in operation and management mode.By the year of 2011,the trading volume of credit cards in China has risen to 41.72%of total retailing volume of social consumer goods.Rapid development has driven credit cards business from germination to maturation.By the geometric growth and business environment improved annually,credit cards have penetrated into all aspects of development of national economy.In my thesis,the object of research is Z 's credit cards center.By analyzing and investigating the historical experiences of credit cards' development in China and other countries,this thesis demonstrates the operation rules and business modes of credit cards,which are different from traditional banking.Combining cases of outstanding credit cards enterprises' development,the thesis reaches the conclusion that credit cards contains several traits such as the dense production factors,the precise division of works,and complete business process,which-give impetus to the innovation and development of commercial banks in the field of business.This thesis puts emphasizes on the developing strategy and operating actions which Z adopted for customer acquisition,customer management and operation and management modes.According to the macro background and situation of current development of credit cards business in China,it states that developing credit cards business is faced with policy opportunities,customer opportunities and trend opportunities in the field of opportunity;but credit cards business is also faced with financial disintermediation,monitoring risks and encouragement from inter-bank competition in the field of challenge.And it reaches the conclusion that in the new technology development and environmental changes,Z credit card center should take customers as center,reshaping valuable customers and reinforcing the communication with customers.Also,it should take data mining as foothold,and emphasizes developing innovative mechanism;it should focus on developing diverse E-business,and adheres to customers' needs,to gain the sustainable development for the long-term profit increase.