Research On Competitive Strategy Of Credit Card Business Of China Merchants Bank Changchun Branch

With the rapid development of big data and mobile Internet,the development of China's economy has entered a new era.Credit card has become one of the modern payment tools commonly used by people's living and consumption.Credit cards have basic functions such as payment,settlement,and credit.They can be recycled within a certain amount,and have the characteristics of repayment after consumption.Although the domestic credit card market is basically stable,banks have taken it as one of their main business projects,and the credit card business has become the focus of major banks to enhance their comprehensive competitiveness.How to overcome its own disadvantages,give full play to the existing competitive advantages,and gain more market share by accurately acquiring customers.Coping with the increasingly fierce market competition under the new situation is an urgent issue for the credit card business of China Merchants Bank Changchun Branch.China Merchants Bank Changchun Branch was established in 2008.Its credit card business has significantly fallen behind other commercial banks since its inception.It does not have the advantages of other first-entrants and is a typical market follower.However,China Merchants Bank quickly occupied the majority of the Changchun credit card market with its technological innovation and high-quality services.In 2010,an independent business card credit center was established,which realized integrated and professional services.Although the credit card business of China Merchants Bank Changchun Branch has been widely recognized by customers,there are still some shortcomings in the development of credit card business of China Merchants Bank Changchun Branch in terms of acceptance channels,risk prevention and control and marketing channels.With the development of consumer technology and changes in consumer awareness and demand,new payment platforms are constantly emerging.At the same time,many Internet giants are entering the consumer finance arena,launching credit card-like businesses.These emerging businesses are based on the Internet and are gaining customers.Channels,experience and customer stickiness have certain advantages,and become a potential strong competitor in the credit card business competition.This paper takes Changchun as a research object.The main research purpose is to find out the problems existing in the development process of the credit card business of China Merchants Bank Changchun Branch.Using the relevant theories of strategic management,the competition strategy of the credit card business of Changchun Branch is proposed,which is better.Promote the development of the credit card business of Changchun Branch.Based on this,this paper mainly expounds the development of the credit card business of China Merchants Bank Changchun Branch and the problems in the current development process through the literature analysis method and the comparative analysis research methods,including the single marketing channel and the homogeneity of products and services.Serious problems,unclear organizational structure and other issues.Secondly,it analyzes the internal and external environment of the credit card business competition of China Merchants Bank Changchun Branch,and uses the PEST analysis tool to combine the current competitive situation with the Porter Five Forces model to analyze the external environment of the Changchun Branch credit card business,and at the same time from the organizational structure.The human resources,technical capabilities and other aspects began to analyze the internal environment of the Changchun Branch.Then use SWOT analysis to analyze the advantages and disadvantages,opportunities and threats of Changchun Branch's credit card business from multiple dimensions.Finally,through the above analysis,it is proposed that the development of the credit card business of Changchun Branch adopts a differentiated competitive strategic layout,and at the same time adopt specific safeguard measures such as optimizing organizational structure,improving performance appraisal,attaching importance to human resource construction,and strengthening risk management,aiming at improving the overall competition of Changchun Branch.Force,thereby increasing the market share of its credit card business.