Research On The Competitiveness And Improvement Strategy Of N Bank Debit Card Business

At present,with the rapid development of moderm society,the debit card has gradually become the most widely used payment card.The debit card is the most important medium carrier for the most important basic product and retail business of commercial bank's personal business.Along with the Internet as a representative of the information technology application in the financial services more and more widely,Alipay,We Chat,JDcom,etc,the third-party payment companies have sprung up.New payment methods are increasingly accepted by customers.Traditional debit card payment and settlement businesses have been hit harder than ever.Since 2016,a series of policies have been issued.The industrial environment in the new era has had a profound influence on traditional banking industry.Higher requirements are put forward for the transformation of the traditional business of debit card and the exploration of future development.How to strengthen internal management,integrate internal and external resources,innovate development,and improve the competitiveness of debit card products have great practical significance.This paper describes the current situation of debit card business of N bank from multiple perspectives.Based on the theory of economics,management and marketing,the paper analyzes the internal and external competition environment of N bank debit card business.Then according to the real report data,the business scale and the transaction volume of N bank are analyzed.Then combining Porter's five forces model,the debit card business competitiveness of N bank are analyzed in depth,and the existing problems to improve the competitiveness are summarized.In terms of the theory and practice,the paper puts forward the strategy of improving the competitiveness of N bank debit card from the aspects of channel expanding,customer account system construction,product system consummating,internal management promotion,risk management improving.It aims to shorten the gap with the industry,improve the customer's experience,improve the debit card business,improve the competitiveness of N bank,and promote the development of the big retail business.