Enhance The Research Competitiveness Of Niche-based Bank Card Brand

The inherent characteristics of bank card, bank card could achieve not only savings,credit, transfer and other electronic functions, but also consumer overdraft function. As a newtype of electronic payments, instead of the traditional paper-based payment methods, bankcard has already been accepted by the majority of consumers and become the most importantmeans of payment for individual consumers. Because of low market threshold for bank cards,almost all commercial banks have their own bank card brand and try to promote their bankcard brand hardly. That’s why bank card business competition is very fierce in domesticmarket. Promoting bank card brands，enhancing the competitiveness of the bank card brandis good for the bank card brand’s development and convenient for consumers to choose asafe and reliable bank card. How to hold an invincible position in the competition isbecoming the hot topic for issuing banks now. Based on niche theory, we take the Survivalenvironment bank card brands as brand ecosystem and every bank card brand as a livingindividual in brand ecosystem by analogy. Then each bank card has its own brand niche andplays different roles in the brand ecosystem. So we could enhance the competitiveness of thebank card brand by optimizing bank card brand niche in a unique way.In this paper, based on the Brand niche perspective, we studied the coupling of the nichebrand competitiveness on the basis of summing up the study of the theory, Obtained china’sbank card niche elements. We built a bank card brand competitiveness evaluation indexsystem including six dimensions such as brand survival, brand predation, brand attack, branddefense, brand reproduction and brand evolution. we made the comprehensive evaluation andanalysis Brand Competitiveness of China’s bank card to come to our part of the bank cardbrand competition the size and ranking of the force, by collecting the listed issuing bank onthe basis of the bank card data, using the analytic hierarchy process and fuzzy comprehensiveevaluation method was calculated on Brand Competitiveness of China’s bank card.Combined with the status quo of China’s bank card brand competitiveness against thereality of brand awards results, ranking in line with the actual, verified the scientific nature ofthe niche brand competitiveness coupling. Based on ecological-bit and brand competitivenesscoupled nature to improve bank card brand eco bit to enhance China’s bank card brandcompetitiveness of the strategy, in order to provide reference to improve China’s bank cardbrand competition force to help card issuers to maintain bank card brand competition forcecontinue to grow.