Research On The Competition Strategy Of Bank Of Communications HZ Branch Credit Card Market

Traffic bank HZ branch was established in December 2012,since the opening,traffic bank HZ branch always adhere to market-oriented,customer demand as the goal,and actively promote the business innovation,management foundation,business scale,profitability,asset quality and competitiveness at the forefront of the industry.Because the traffic bank carries out the red house red season Friday,super drink business,has been widely recognized by customers,so the credit card business is growing rapidly in a short period of time,has brought considerable benefits to the bank HZ branch.Credit card business is an indispensable part of the current development of the banking business,the credit card business can provide convenient operation for banks,credit card users,businesses and other stakeholders.Although the HZ branch of the credit card business development speed is very fast,but due to a late start,still in the province and other bank credit card business has a large gap,the credit card business in our country is a new type of financial products,mode of development is relatively mature,but because of the development of the Internet,the large-scale use of third party payment,credit card business in the region are facing the competition trend of new changes,credit card has become increasingly fierce competition,so the credit card business of the original competition strategy should be adjusted according to the new internal and external environment.This study uses the SWOT method to analysis the internal and external environment facing the traffic bank HZ branch current analysis,specifically on the opportunities and challenges are analyzed,using the basic principle of market competition analysis.At the same time,using the theory of market segmentation,this paper analyzes the competitive environment and the customer groups of HZ branch of Bank of communications,and makes the corresponding market competition strategy.This paper is divided into six chapters:the first chapter mainly introduces the background of the research topics and research significance,through the review and evaluation of the research achievements at home and abroad,to determine the research framework and research methods of this research,the technology roadmap and possible innovation.The second chapter mainly introduces the related theory of this research,including the credit card industry concept,functions and advantages,market competition strategy theory,the theory of market positioning,as the theoretical basis of the accurate analysis of the credit card business of HZ branch of Bank of communication existing market after.The third chapter focuses on the analysis of the competitive advantage,weakness,opportunity and threat of the credit card business of HZ branch by using the SWOT analysis theory of the credit card market competition.The fourth chapter is to use the STP analysis of the credit card market competition strategy,combined with the theory of market segmentation,to determine the target market choice.The fifth chapter is mainly the use of AHP,determine the market strategy of HZ bank's credit card,to build a diversified market competition strategy,combined with the market environment and competitive analysis,put forward a differentiated market competition strategy implementation plan.The sixth chapter is the summary and outlook,the paper expounds the basic conclusions and contributions,as well as the shortcomings of the paper and the direction of further research.The study of credit card business of HZ branch of Bank of communications based on the current situation,combined with domestic and foreign advanced experience of credit card market competition management business,through the macro and micro environment analysis,SWOT analysis of the existing situation of the business,the market competition strategy of the credit card business of Bank of HZ branch,and put forward relevant measures and suggestions,hoping to provide a certain reference value to the market competition and marketing management to other municipal credit card.