Research On The Development Of Credit Card Business Of China Merchants Bank

According to the risk point of view of the new Basel capital accord,the risk of credit card business has stronger self-liquidating,comprehensive high yield,the amount of economic capital is less,is one of the important product line of Banks.As an important profit growth point of intermediary business,credit CARDS are a must for all the Banks.The fierce competition in the banking has prompted Banks to constant innovation,continuous innovation,business development pattern,increase the intensity of credit card business market development,constantly improve the credit card business revenue and contribution.The credit card business is a business scale economy,from the selected target customers,product launch,customer development,structure with environment,choice of target customers,customer activity and viscosity of cultivation and so on all need bank constantly innovation,deepen the management.Thesis research guided by the business development strategy,based on the marketing management theory and the five model,using literature study,comparative research,combining qualitative analysis with quantitative analysis,normative analysis and empirical analysis on the research method of combining environment for the development of the credit card in hainan province were analyzed,and the analysis of the third party alternative,as well as to the China merchants bank credit card business development strategy is analyzed,and the relevant indexes of China merchants bank credit card business and compares the development strategy and trade,find out compared with the advantages of trade,the China merchants bank,explores the China merchants bank credit card business development present situation,problems and development strategies of optimization Suggestions.Optimization strategy based on research,this paper find out the bank credit card business is to increase the intensity of the Internet for the guest,intensify the building of the brand,increase in installment business development,speed up the palm life APP promotion and use of guidance,improve the assessment mechanism,etc.In this paper,the development of China merchants bank credit card business strategy will play a certain reference function,in order to improve the credit card business income,create greater value for shareholders,achieve the goal of one hundred Zhao Yin.