Research On Credit Card Development Strategy Of Jiangsu Branch Of Construction Bank

As a new way of bank pay,credit card has been playing great role in improving social payment efficiency,lowering trade costs,and improving trade security.After more than ten years of rapid development,the credit card business has shifted from the original staking to intensive,also with development mode shift from scale expansion to scale both with benefits.As banks speed up the pace of development,transformation and structure adjustment,credit card business income is the important source of banking intermediary business income.With its contribution is more and more high,at present,the credit card business has become the accelerator of bank customer growth,the driver of transformation development and the stabilizer of earnings growth.Therefore,under the new situation,speeding up the development of credit card business will be provided with important strategic significance.In this paper,based on relevant strategic management theory,combined with economic and financial environment and competition status of Jiangsu Province,the construction bank of Jiangsu branch with its advantages and disadvantages in credit card business are in-depth analyzed.Around the strategic target of "efficiency,quality,scale"coordinated development during the period of transformation in credit card business,some suggestions about credit card business development with high quality are put forward,for further excavating potential profit contribution,and promoting continuous fast and healthy development of credit card business.This article is divided into five chapters,in first chapter the research background,significance of this article were firstly introduced,on the basis of combining with the characteristic,the research framework of this article,research ideas and research methods were put forward;The second chapter elaborates the basis of the theoretical in this article,including the theory of consumer credit,credit card profit model theory and the SWOT analysis model theory,etc.;The third chapter,from the perspective of macroeconomic environment in Jiangsu Province,the market structure was analyzed,and combining with the present situation of credit card business development in construction bank branch of Jiangsu Province,its own business development characteristics were combed,consequently from macro to meso and to micro three levels the credit card business development environment CCB's branch of Jiangsu Province faced were analyzed deeply;In fourth chapter,with introduction of the SWOT analysis model,the marketing advantage,marketing weaknesses,marketing opportunities and threats in the credit card business development of Jiangsu branch are analyzed systematically,and then combining with the weak links in the development of credit card business of Construction Bank Branch of Jiangsu Province,some suggestions for speeding up transformation and development of credit card business in Construction Bank Branch of Jiangsu Province were put forward;The fifth chapter carries on the induction and summary of the important conclusions in full text,and prospects the future research direction.Comprehensively,the author of this paper concluded that good macroeconomic long-term trend will not change,and the structural adjustment of consumption growth will continue to deepen,and there are more opportunities than challenges in the development of credit card business,in the future,credit card business of Construction Bank will in rapid development of gold stage,therefore,Jiangsu branch should seize this strategic opportunity,around with the coordinated development of"efficiency,quality,scale" strategic requirements,continuing optimization of the structure,improving product innovation ability,actively expanding the market share,further mining profit potential,and raising the overall contribution.