A Study On Expansion Strategy Of The Credit Card Phase Business For Changsha Branch Of Agricultural Bank Of China

As one of the most profitable products among commercial banks,credit card staging business has become the focus of increasing profits and attracting customers.The credit card staging business of commercial banks has also changed from the traditional careless operation to the refined service operation.Faced with the serious homogeneity of credit card products and inadequate product innovation ability,banks have been analyzing the problems and looking for corresponding solutions to improve the market share of credit card staging business.Therefore,it is of great practical significance for the long-term development of commercial banks to study the expansion strategy of credit card staging business.Based on the theory of marketing and enterprise development,this paper first gives a brief overview of previous achievements in credit card staged business development.Secondly,it investigates the current situation of credit card staging business of Changsha Branch of Agricultural Bank of China(CBABC),and analyses its external environment and internal resources.At the same time,through SWOT method,the advantages,opportunities,disadvantages and challenges that CBABC can take advantage of in the development of installment payment business are concluded.Thirdly,in view of the weaknesses and challenges found above,it is pointed out that the development strategy of CBABC should be carried out from the following three aspects: in terms of human resources,strengthening team suggestions,developing training supervision,taking into account performance appraisal and business incentives.In the aspect of marketing,we should clarify business orientation,develop customers,optimize products,strengthen channel construction and carry out diversified promotion;in the aspect of process management,we should optimize the application channels,charging methods and repayment channels of credit cards to achieve differential development.Finally,the implementation steps and safeguards of the expansion strategy are put forward to promote the smooth implementation of the expansion strategy.Based on the theory of strategic positioning and expansion strategy and the real situation of CBABC,this paper has certain guiding significance for the development of credit card staging business.At the same time,I hope to bring some reference to the credit card staging business development of other financial institutions in the same industry.