The Bank Of China Greiner Branch Credit Card Business Development Strategy Study

Credit card, which comes from USA, is an indispensible financial tool in the field of credit consumption. Since Guangdong development bank issued the first real sense of the credit card of China in 1995, commercial bank had experienced a long start and exploration stage in developing credit card business. In recent years, with the increasing of continuous economy development and residents’ income, the circulation of credit card in China increased year by year, and also the proportion of consumption is growing. Facing the new situation, many commercial banks invest much more experience and capital in the credit card business. China Unionpay which established in 2002 boosted China’s development of the credit card industry. And China’s credit card industry showed an accelerated development trend, also the competition between each card issuers grew increasingly fierce.China’s financial market opened to the foreign investment at the end of 2006, and the foreign banks and outside issuers also used a variety of ways to enter the Chinese market, thus lead to a fiercely competition of the industry. Facing with the competitive pressure, commercial banks can only make great efforts to explore and develop new profit growth point that adapts to the market demand. As a result, credit card business has become one of the important development businesses of modern commercial bank. Credit card business becomes an important means of banking competition for its lucrative return characteristics. To get a high profit, the banks increase money in credit card business one after another. How to choose a development strategy is a realistic and urgent subject for the issuing banks in the new market circumstance. Therefore, credit card business development countermeasures have a great realistic significance, especially for these relatively weak strength urban commercial banks like the bank of China changge branch.The credit card business of the bank of China changge branch is the research object in this paper. There are four parts in the paper. The first part is introduction, which introduces the background and significance of this subject, as well as the literature reviews. The second part is about the credit card development present situation of the bank of China changge branch. The third part analyzes the problems and facing situation during the development of credit card business. And lastly, targeted policies for the problems existing in the bank of China changge branch are proposed.There are two features in this paper. One is combining the theory analysis with instance arguments, and systematical discusses the main problems and difficulties during the credit card development of the bank of China change branch. Another is combining the excellent Chinese and foreign bank credit card marketing experience with the bank of China change branch’s market situation, and raises targeted suggestions aiming at the specific problems. It is hoped that the credit card business of the bank of China changge branch will develop better by enhancing the credit card marketing positioning, multi-channel marketing strategy and the risk management.