Research On Expansion Strategy For Bank Card Of China Construction Bank TA Branch

Bank card business is the main business of the bank,the bank card is important products of the bank payment and settlement system,since the release of the promotion,the growth momentum has not been reduced.In recent years,supervision of China's financial industry has begun to relax,cross-industry operations and mixed operations of the financial industry began to accelerate,especially the Internet finance and third-party payment rise quickly.Payment and settlement status of bank card products is facing unprecedented challenges.Commercial banks are facing huge impact and pressure.And the financial industry environment is changing with the social environment changes.It will also bring upgrading competition to the bank card market,or it will even bring a white-hot trend.From the report of the work of the Shandong provincial government in 2017,the TA city government responded to the call of the state actively and increased the poverty alleviation efforts.More people are out of poverty,they are improving their living standard,it will undoubtedly provide new opportunities for the development of bank card industry.Over the years,China Construction Bank TA branch is committed to the development of bank card business to Long card products as dominated brand,the product has won wide acclaim in the market.Although the bank card business has a high level in the industry,but there are still some problems: the growth of the business is in the lack of motivation,the value of bank card customers is low and it accounts for a high proportion,the importance of product innovation and transformation is ignored.A variety of factors mixed hindered the growth of Long card business to a certain extent.Therefore,the research the bank's card business in-depth and meticulous is very urgent and necessary.This paper includes six chapters.Firstly,it introduces the background of this thesis and the significance of research,the research summary at home and abroad,the research ideas and content and innovation of the paper.Followed by the definition of the relevant concept of bank card business and theoretical description,it mainly includes the classification of bank cards and concepts of dormant cards and credit card installment business.And it introduces SWOT analysis,STP strategy and some other related theories.Then it introduces the development of bank card business of TA branch of China Construction Bank.And a SWOT analysis is put to the bank card business of China Construction Bank TA Branch.Then,I make the strategic choice of China Construction Bank TA Branch according to the theory of competitive strategy.Then it pointed out development strategy of bank card business to China Construction Bank TA branch,including universal virtual credit card(no physical credit card),activate dormant card,build customer large data implementation WeChat marketing,innovation installment business,internal cooperation with external multi-industry cooperation and other development strategies.Finally,the paper summarizes the research results and shortcomings of the paper.And then I overlooked the next step of the research and pointed out the direction.It is also hoped that the research results of this paper will help the China Construction Bank TA Branch to understand the development status and trend of its own bank card business and then improve the urgency and foresight of development.It is also hoped that bring the rapid development of bank card business through the effective implementation of the strategy.It can bring a overall rapid development of financial services and enhance further the competitiveness of the system.