Research On The Innovation Of China Merchants Bank Credit Card Business

In today's China,Due to the continuous progress of social economy and technology,especially the Internet Financial mobile Internet banking is developing rapidly,and playing a more important role in people's life and economic activities.The business community has been gradually from "enterprise centered" IT(Information Technology)to step into the era of "customer-centric" DT(Data Technology)era,the future of the most important resources of enterprises and the core competitiveness has been the traditional day location,fixed assets,reserve personnel gradually becomes large the depth data and cloud computing technology,and the resulting huge impetus to accelerate the promotion of enterprise transformation and upgrading.Under this background,the mobile internet financial development,improve the new mobile Internet platform,retail financial profit model,marketing model and performance appraisal methods for customer innovation and change will inevitably become a research topic.In the era of mobile Internet,retail finance will become the biggest profit growth point of commercial banks and traditional financial transformation breakthrough point.From the macro market environment,020 is not only one of the important battlefield of retail banking of commercial banks,but also other financial services companies to develop mobile Internet strategist "a hotly contested spot".At the same time,the commercial bank credit card business and the construction of a credit system and credit system has become a key link through 020.And because of many features as wide range of audiences,easy to use and use of rich scene,the credit card business will be the most core link of Chinese commercial banks rely on mobile Internet to achieve the strategic transformation of retail banking business next five to ten years.Based on this situation,this article takes the CMB credit card business as the main research object,through the use of three research methods as literature research method,comparative analysis method and reference analysis method,collect a large number of data and analysis of successful cases,intensive research on five aspects of CMB credit card media form,marketing model,direct marketing business process,performance management system and integrated management system,put forward the innovation scheme of CMB credit card business based on the mobile Internet banking background.Through systematic exposition of this article,draw three conclusions of virtual credit card and electronic card is the development trend of the future form of credit card,credit card marketing model and performance appraisal management model will be fully mobile Internet,and credit cards will become an important financial media in the era of shared economy and shared resources,provides a strong practical thinking and reference for CMB and China's commercial bank credit card business innovation and development.