Research On The Competitive Strategy Of Anhui Credit Card Business Of ZQ Commercial Bank

The credit card business has been developed for more than 30 years in the bank industry of China.Because of the high returns in the market and great potential for the further development,commercial banks pay high attentions to the business.With the economic development of China in recent years,the credit card business with the function of consumption and credit loan helps the country expand domestic demand and boosteconomic growth,hence the government gives policy to support the business.Under the gradual process of urbanization,the amount of prospective clients in the credit card market has increased dramatically.In order to meet the individual demands of consumers,the commercial banks are constantly innovating the business and improving its performance.And then the large and national commercial banks establish the centre of credit cards because they are in a fiercely competitive market,and they believe the centre could offer intensive and specialized managements.The centre has its own internal independent accounting system,and gradually transforms into the corporation,and most centres establish credit card business departments(the credit card department for short)in major provincial cities for their localized managements,which will contribute to the internal management with the combination of their responsibilities and rights.The paper takes Anhui credit card department of ZQ Commercial Bank as the research object,and discusses and analyses the development of Anhui credit card business of ZQ Bank.This paper will analyse issues which Anhui credit card business of ZQ Bank encounters in its developing process by the strategic management and the management knowledge in commercial banks,and then offers improvement suggestions for the differentiation competitive strategy of the credit card business.In short,the purpose of the research is to clear the development goals and the strategic positioning of Anhui credit card business of ZQ Bank,thus the paper could contribute to the healthy and sustainable development of the credit card business.This paper contains six parts.The first part is the introduction.This part introduces the research background,the purposes and meanings,the literature reviews,the thoughts,researching methods,and possible innovations and problems.The second part includes theoretical basis and theirs applications.This chapter illustrates the related strategic management theories about the credit card business of commercial banks,and then it states the development history and the actuality of credit card business.The third part includes the profiles of Anhui credit card business of ZQ Bank and the issues existing in the development.This part firstly illustrates the business management of the credit card centre and Anhui credit card department of ZQ Bank,and then it states the present issues existing in the development process.The fourth part is the analysis of the development of Anhui credit card business of ZQ Bank.This part analyses external environments and internal management of Anhui credit card business by applying the management knowledge in commercial banks,the strategic management with the SWOT analysis,PEST analysis model,and the Porter's five forces model.The fifth part includes the competitive strategy formulation and implementation proposals of Anhui credit card business of ZQ Bank.According to the analysis in the fourth part,this part firstly offers the development goals and the strategic positioning of Anhui credit card business,and classifies the fact that it is necessary to have the differentiation strategy in the developing process of the credit card business.And then the writer offers the recommendation about how to implement the differentiation strategy in the developing process of Anhui credit card department.Eventually this part gives the suggestions for the implementation assessment and the control plans of the differentiation strategy.The sixth part is the conclusion.This part firstly offers a general summary of the above researches and then illustrates shortcomings of the paper,and eventually points out the further research direction.By focusing on the characteristics of Anhui credit card business of ZQ Bank,the paper analyses the existing issues in the development process,and offers suggestions for implementing the differentiation strategy,which positively contributes to the healthy competition and development of Anhui credit card business of ZQ Bank.Moreover,the author also hopes that the paper has some reference value for the development of the similar business.Some parts of suggestions mentioned in the article have been paid attentions and adopted by Anhui credit card department of ZQ Bank.Due to the author's limited knowledge and working experiences,there have not been comprehensive and deep researches on some issues of the paper,the corrections and guidance of respectful teachers for any errors and omissions in the paper will be appreciated.