The Research On Expansion Strategy Of Mobile Payment Of Credit Card Center Of China CITIC Bank

The era of mobile payment comes,which has become an important trend of the financial industry in future.CITIC Bank,as one of the major commercial banks in China with headquarter in Shenzhen,is one of a few domestic banks who establishes a branch-level,specialized credit card center.It also makes achievement by aggressive market exploration and product innovation in mobile payment field during the past years.Considering the increasingly fierce competition in mobile payment area,CITIC bank has listed mobile payment as one of its major development area and part of its strategic system.This thesis takes CITIC Bank Credit Card Center as the study object.First,the author summarizes the overall idea and content of the research,as well as basic theories applied in this research.Secondly,the analysis will be presented with regarding to market environment of the CITIC Bank Credit Card Center,its macro and micro business development condition,and its current business status as well.Following that,basing on the business strategy and development planning of CITIC and its Credit Card Center,this paper will illustrate the whole business plan and strategy of CITIC bank in mobile payment,including different aspects from e-commerce and mobile financial services,management and business innovation,product development and technical implementation,to marketing channel and service experience.Finally,the paper analyzes the implementation procedures,risk control and methods of its implementation,and appeases its possible results.Mobile payment is a challenge for CITIC Bank Credit Card Center,and also an opportunity for its rapid transformation and further development.In author's opinion,CITIC could be calm to face this trend,changing its business mode and management philosophy actively,taking the advantage of its innovative products to win more market share,and to increase its competence power in this market.