Research On Improvement Strategy Of ZX Bank Credit Card Business Development

With the rapid development of social economy and the continuous improvement of people's income and consumption level,people tend to buy various financial products.As a high-quality credit carrier,credit cards can meet people's consumption needs.Naturally,people pay more attention to bank credit cards.Credit card business of banks is a new type of personal financial business,which has the characteristics of convenience and rapidity.Therefore,the development potential of credit card business is huge.With the continuous opening of financial market and the increasing consumer demand in China,the major domestic banks have taken effective measures to promote the development of credit card business in order to meet the market demand,occupy the market by issuing large-scale credit cards,increase market share and enhance the economic efficiency of the bank.From the current situation of credit card development in China,the competition between the same industry and the third-party payment institutions is still fierce.In recent years,with the development of knowledge economy,third party payment platforms such as WeChat,Alipay and Internet have emerged.New financial products,such as financial treasure,have challenged traditional commercial banks,aggravated the operational risks of traditional commercial banks,and promoted the transformation and upgrading of traditional commercial banks.ZX Bank is a bank with a history of more than 30 years.It develops early and has obvious brand advantages,which other banks do not have.In order to adapt to the trend of development of the times,ZX Bank has gradually turned to the development and application of credit card business.As one of the representatives of traditional commercial banks,ZX Bank can actively take measures to meet the challenges and maintain its competitive position in the fierce competition environment.The problems in the development of bank credit card business and the solutions are particularly important.This paper studies: ZX bank as the research object,analyses and grasps all aspects of the development of credit card business of ZX bank,uses the relevant knowledge of development strategy,combines SWOT analysis,case and literatureanalysis,and combines the relevant characteristics of credit card,summarizes the opportunities and challenges faced by domestic bank credit card business.Under the guidance of the development strategy theory,this paper discusses the current situation of the development of ZX bank credit card and the specific content of the development strategy,as well as the safeguard measures for the implementation of the strategy.This article is divided into five chapters.The first chapter is the introduction.The main contents are the research background,research significance,research status at home and abroad,main research methods and main research contents.Chapter two discusses the related concepts and main modes of bank credit card business,and puts forward the theory of strategic management and comprehensive risk management,which provides a solid theoretical basis for the following research and analysis.Chapter three summarizes ZX bank and its related business,analyses the development of ZX bank credit card business in different periods,and discusses the credit of ZX bank on this basis.In view of the problems arising in the development of card business,this paper conducts SWOT analysis of ZX Bank's credit card business,and makes an analysis from four aspects: advantages,disadvantages,opportunities and challenges,which lays the foundation for the following strategic countermeasures.Chapter Four discusses the formulation,implementation and safeguard measures of ZX Bank's development of credit card business;Chapter Five is the conclusion and outlook.Through the analysis of problems in the development of ZX Bank,and the proposals of relevant countermeasures and measures,we expect ZX Bank to promote the continuous innovation of bank employees while realizing its own internal management and resource optimization.Work ability and level to maximize self-worth,and ultimately achieve the coexistence of economic and social benefits.The innovation of this paper lies in: this paper will analyze the market environment and competition pattern of ZX bank's credit card business under the current social background and from the perspective of value co-creation,and the competition strategy that ZX bank should choose by virtue of its own resources and abilities,through demonstration in the market competition.By gaining the competitive advantage of differentiation and the feasibility of breakthrough anddevelopment,the leading position of ZX bank credit card in the increasingly fierce credit card market is established.