Research On Competitive Strategy Of Smart Card Business Of Zhianxinzao Co.,Ltd.

With the maturity of smart card technology,smart cards exist in more forms of continuous innovation.Because of their high reliability,good security,large storage capacity and other advantages,they are widely used in important fields related to national economy,such as telecommunication,finance,social security,transportation,CBDC(Central Bank Digital Currency),etc.,which greatly improves the efficiency of social operation,the convenience of people’s work and life and the development of smart card industry chain.As the research object of this paper,Zhianxinzao Co.,Ltd.is a well-known enterprise in the field of smart cards.It focuses on the development of smart payment card products with the mission of “making transactions safer and more convenient”.The company focuses on the niche market of financial card,and has become the industry leader of smart payment card products by focusing on effective resources and internal delicacy management.However,in recent years,due to the impact of multiple factors such as the emerging payment mode represented by mobile payment,the homogenization of bank card products and the saturation of bank card market,the company’s advantageous products have been faced with unprecedented challenges,which directly restricts the sustainable development of smart card business,and slows down the pace of the company to become bigger and stronger.At the same time,with the comprehensive acceleration of the coverage and the increasing use of new infrastructure construction such as 5G,the Internet of Things,CBDC,etc.in China,the communication field and hard wallet in the smart card industry have ushered in new development opportunities.Therefore,how to grasp the new development opportunities and adjust the business focus to avoid the threat of a single business advantage is the primary task currently faced by Zhianxinzao Co.,Ltd.This paper takes the current and future development trend of smart card industry as the research background,and uses the theoretical knowledge of strategic management and competitive strategy to study the competitive strategy of smart card business.First of all,based on the current competitive situation,this paper deeply analyzes the reason of these problems in the competition of smart card business,including the decline in the profitability caused by industrial structural change,the development limitation of global business caused by the single way for international market expansion and the failure to create new differentiation competitive advantages caused by the following strategy.Then,combine with the key factors of the internal and external environment,use the matrix analysis tools such as IFE,EFE,SWOT,put forward the strategic decision to simultaneously develop the financial card,social security card,telecom card,hard wallet of CBDC.Finally,in order to gain the sustainable competitive advantage position,make the phased goal for the smart card business,select the appropriate general competitive strategy,and propose the strategic requirements that the company should focus on improving the R&D and innovation capabilities,the coverage of intelligent production,and strengthening the coordination of functional departments in the strategic implementation stage.At the same time,in order to ensure the effective implementation of the competitive strategy,the company should take positive and effective safeguard measures to establish the "goal confidence,faith confidence,system confidence and cultural confidence" to achieve stability and long-term development.In addition,it is hoped that the same or similar type enterprises as Zhianxinzao Co.,Ltd.can get inspiration from this study,achieve their better development,and jointly help the healthy and sustainable development of the smart card industry.