The Research On Credit Card Business Competitive Strategy Of Huarong Xiangjiang Bank

Credit card,as the payment and settlement tool provided by our commercial banks,plays an important role in the field of today's consumption credit,and it is also an important source of intermediary business income for commercial banks.Huarong Xiangjiang Bank as a provincial commercial bank headquartered in Changsha,focusing on the long-term development of the retail business,aiming to strengthen retail customer loyalty,enhance the quality of the retail assets business,create high value-added business of credit card brand through develop credit card business,and finally enhance the overall competitiveness of the retail business.Based on the management perspective of commercial banks,the paper applies the theories and methods of enterprise strategic management to study the credit card business of Huarong Xiangjiang Bank.First,it uses the PEST analysis method to evaluate the opportunity brought about by development of credit card business,which owe to political and legal changes,domestic economic development,social cultural environment change and high and new technology application,and it points out that the credit card market in Hunan province is in a good development period;Second,based on Porter's five-force model,this paper compares the competition and potential competitors in the industry,make evaluations in terms of the brand,network resources,human resources,customers of Huarong Xiangjiang Bank,and identify the strengths,weaknesses,opportunities and threats of the bank's credit card business;Third,it adopts SWOT analysis to determine the credit card business competitive strategy;Finally,it establishes rules for the application of safeguard measures deal with organizational structure and management processes,product research and development,marketing,risk management,and information system etc,which trying to achieve the development goals of the credit card business.According to this studies(which is based in research),it will help Huarong Xiangjiang Bank to recognize the current situation and trend of credit card business development,achieve the competitive strategies and operational implementation safeguards,realize leap-forward development of credit card business,further enhance the competitiveness of the bank.It also can be used as a reference for domestic city commercial banks to develop credit card business.