Strategic Research On Bank Card Services Of Construction Bank Of China Heilongjiang Branch

Bank card is one of the core products of the commercial bank's modern payment and settlement system. Since it's firstly born in the 1980's in our country, bank card business has developed with rapid speed. In recent years, as the internet, mobile payments and other emerging IT technologies have been widely spread and applied in the whole society, people experienced a revolution in their way of thinking, views and investment behavior. As a result, the commercial banks are facing unprecedented crash and pressure, Meanwhile, bank card products are also challenged as the traditional and main settlement tools. With the development of informatization and networking, there will be less financial regulations. Policies of cross-sector operation, mixed operation and private banks' establishment are gradually implemented, the online finance is booming, and third party payment rises sharply. The fast change in financial environment intensifies the competition of bank card market.In the view of economic development environment in Heilongjiang province, the provincial government pays high attention to people's livelihood and positively implements national policy of ‘one economic belt', ‘one silk road' and ‘Internet plus' in order to accelerate the economic development, which brings opportunities for bank cards business. China Construction Bank H eilongjiang Branch has engaged in bank card business for many years. The ‘dragon card', as the main brand, has high reputation and leading position in the market. However, there are also some problems and shortcomings in ‘dragon card' business, such as high ratio of ‘low-contribution' customers, backward operating mechanism and lack of product innovation and transition. All these negative factors lead ‘dragon card' business encountered a bottleneck.This paper aims at research on ‘dragon card' issued by CCB Heilongjiang branch with the beginning of introducing the present situation of ‘dragon card' and analyzes both the main problems existing in the development of ‘dragon card' and causes. With the business conditions of CCB, it is suggested that ‘dragon card' business should be improved from six sides including product innovation strategy, brand promotion strategy, concentrating on countryside strategy, big data strategy, evaluation and incentive strategy and department coordinating strategy. In the end, the paper uses SWOT method to analyze both the advantages and disadvantages of implementing strategies, and research on how to guarantee the implement of the above strategies.