A Study Of The Development Strategy Of The Credit Card Business Of Bank A From The Perspective Of Consumer Finance

With the continuous transformation and promotion of the national economy,Residents' consumption concept is changing gradually from the traditional rational and conservative consumption to early and credit consumption.The promotion of consumption concept also improves the promotion of financial services indirectly.With the continuous development of consumer finance and Internet technology,especially mobile communication system,Internet consumer finance has showing its great competitive advantage.and has made use of technological means such as big data and cloud computing,which are deeply combined with scenes.By combining consumption scene with the big data artificial intelligence and cloud computing,Internet consumer finance is creating a more convenient and wider financial service for the user,leading to a key role in the consumer financial market gradually.At the same time,it also has brought a big challenge to the traditional credit card business which has been originally rooted in consumption.As a typical representative of the credit card business,the bank of A is moving to the business limited period through many years for her traditional development,slow response,rigid system and other reasons.As a result,a lot of problems are exposed,such as a lower ratio of high-net-worth individual clients and enthusiasm of commercial customer?higher cost?lower profit and so on.By reading a large amount of literature and combining with the current situation of credit card business in Bank A,this paper objectively analyzes the innovation of Internet consumer finance business compared with traditional credit card business.According to the relevant knowledge of strategic management?the Five-force and SWOT model and other tools,this paper makes an exploratory research on the problems faced by traditional credit card business,especially the problems explored and researched for Bank A.This paper also provides many means in exploring and researching the problems faced by the credit card's business of bank A,such as the deeply binding for the user's payment scenario,rich-functional requirements of credit card and the promotion of technology for credit card's comprehensive support,to optimize credit card customer's comprehensive contribution continuously.Therefore,This paper also discusses the strategic planning and the guarantee and implementation of the target based on the previous content to correct deviations and remove some false corners for the credit card business of bank A under the new situation.At the same time,this paper also provides some reference in promoting the transition and continuous improvement for the credit card business of bank A.