Research On The Competitive Strategy Of Baoshang Bank's Credit Card Business

In recent years,credit card products have attracted widespread attention of the general public,especially the young people,because of their fast,convenient,overdraft,quota recycling,interest-free period and other characteristics.They play an increasingly important role in the field of personal consumption of residents.Credit card business,as an important part of retail business of commercial banks,has become an important source of profit for commercial banks.More and more commercial banks are competing to occupy the credit card business market,and have taken various measures.Such as: tightening up the business layout,adjusting the functions of internal departments,increasing the amount of credit card issuance,enriching the types of credit card business,etc.With the development of science and technology,opportunities and challenges coexist in the credit card business of commercial banks.The rise of Internet Finance and the rapid development of mobile payment have promoted the diversification of credit card business.According to the analysis of the credit card industry,the start time of credit card business of commercial banks in our country is different;the internal support for credit card business is different;the development stage of credit card business of each bank is different.In the external environment,the increasingly fierce market competition,people's premature consumption concept and credit risk are increasingly exposed.To sum up,it is of great significance to study the competitive strategy of credit card business of commercial banks.In 1998,as the earliest joint-stock commercial bank established in Inner Mongolia Autonomous Region,the baoshang Bank was established in Baotou City,Inner Mongolia.In 2007,the appearance of Eagle Card marked the development of credit card business of baoshang bank.After twelve years of dedicated efforts,the credit card business of the baoshang bank has stepped from the initial stage to the stage of rapid development.Through a series of marketing activities and brand building work,the brand effect of the credit card of the baoshang bank has initially taken shape.By 2018,the credit card center of the baoshang bank has established 11 credit card sub-centers in Inner Mongolia Autonomous Region,4 Credit Card sub-centers in Beijing,Ningbo,Chengdu and Shenzhen outside the autonomous region,and co-construction centers in Shenzhen.In recent years,the credit card center of the baoshang bank has made a lot of efforts for the better and faster development of the credit card business: the improvement of the organizational structure,the construction of new systems,the transformation of business philosophy,the introduction of outstanding talents,the strengthening of risk control,etc.,all of which have made full preparations for the development of its credit card business.This paper takes the credit card center of the baoshang bank as an example,and takes the competitive strategy of credit card business as the research subject.Through the analysis of the competitive situation of the credit card industry,combined with the relevant theoretical knowledge of strategic management and the actual situation of the enterprise itself,it formulates a competitive strategy suitable for the development of the credit card business of the baoshang bank,and gives full play to its competitive advantages.In the increasingly fierce market competition,the credit card business of the baoshang bank constantly understands its strengths and weaknesses,strengths and weaknesses,and is good at finding opportunities and challenges in the surrounding environment,so as to resist the wind.It can provide reference for its business to develop better and faster.The main innovation of this paper is that it combines the theory of competitive strategy with the actual situation of the credit card business of the baoshang bank,expands the application field of competitive strategy theory,at the same time,it also provides operational strategic planning suggestions for the developing credit card business of the baoshang bank.