Research On The Development Problems Of ZY Bank Credit Card Business

The credit card,originating in the United States in 1915,has a history of 66 years since Wells Fargo Bank issued the world's first credit card in 1952.The credit card business,as the core of the retail banking business,can not only create billions of profits for each bank,but also a beautiful postcard for the brand influence and service level of each bank.The credit card market has gradually become a battleground for banks to compete at all costs.In particular,the Chinese market has developed rapidly in the past two decades.The number of credit cards has increased fivefold in the past ten years,from 0.9 billion in 2007 to 588 million in 2017.There are 0.42 credit cards per capita in China,which is still far behind that in Western countries.The credit card business will become a strong driving force for the rapid development of the retail banking business in China due to the huge potential market.However,ZY bank's credit card business started late,and the problems in its development have severely restricted its healthy development in the competitive market.Based on the current situation of ZY Bank's credit card business,this paper focuses on the problems in the development of ZY Bank's credit card business,such as ignoring the long tail market,lacking brand publicity,lacking professional team service,single credit card variety and low flexibility.Insufficient application channels;risks to be strengthened;insufficient profitability,and the causes of the above problems.Using factor analysis,comparative analysis and data analysis,this paper provides countermeasures and suggestions for the development of ZY Bank's credit card business from four dimensions: marketing,service,risk control and profit-driven:focusing on the long tail market,cultivating young customers;paying attention to credit card brand promotion,customer-centered,optimizing service quality;Using Internet big data technology to strengthen risk control;Increasing the size of card issuance,merging credit products that increase interest income and increasing credit card usage to improve profitability.In order to ensure the healthy and rapid development of ZY bank's credit card business,this paper also suggests that ZY bankprovide certain logistical support for the development of credit card business from personnel,technology and even cost performance allocation.In order to optimize the development of ZY bank credit card business,and comprehensively enhance the market competitiveness of ZY bank credit card business.On the basis of the countermeasures and suggestions for the development of ZY bank's credit card business,this paper puts forward to do a good job in the development of young customer groups,and to explore the rural market in depth with the strategy of "going to the countryside online" of ZY bank,and makes innovations.In view of the most existing problems in the development of credit card business of ZY Bank,which are also the crux of the development of credit card business of most city commercial banks,some problems and solutions provided in this paper can also provide some reference for other commercial banks.