Research On Strategic Transformation Of Credit Card Business Of Commercial Bank A Under Internet Background

At present,the Internet economy is growing rapidly worldwide.In China,the Internet and traditional industries combined with each other have been in the world leading level.Internet completely changed people's daily lives,and continue to have an impact on the role of traditional industries.It is the financial sector by the impact of the Internet industry.Today,the "Internet banking" the term is widely recognized by the public,many companies have to enter the financial sector,in order to be able to take advantage of the rapid growth of information technology occupy a certain market share in this traditionally monopolized industries.Throughout the entire market,retail banking is clearly the most affected by the Internet,of which the number of the credit card business and the most affected.Market trends lead to financial disintermediation is already part of the settlement payment and credit functions can bypass the banks to implement the traditional banking market is facing a great crisis,therefore,many traditional banks are seeking to use the Internet to solve the problems currently facing approach.A bank is analyzed using Porter's five forces model,in-depth study of the environmental threats to the bank's credit card business encountered,and further pointed out that,A bank credit card business ofthe current problems are mainly reflected in the following six levels: First,the customer groups positioning is very vague;Second,the lack of product attractiveness;Third,the online partner less;Fourth,the business model is too extensive;Fifth,a serious shortage of professional human resources;six information technology development speed is very slow.A bank credit card in the current research strategy implemented after the discovery,A bank credit card should be the Internet as a scientific strategic direction of the transformation,the first should be to build strategic alliances Internet,then the implementation of product differentiation on this basis.In a detailed strategy,this paper presents five strategies covering eligible customer and customer management and other aspects of the transformation of the Internet strategy.Finally,in order to respond effectively to the risks arising from the implementation of strategic transformation that may arise,this paper presents four reasonable security measures,such as enhancing the concept of transformation and consolidation of talent base,etc.