Research on the Strategic Development of China Unionpay Card
|School||Huazhong University of Science and Technology|
|Keywords||China UnionPay CUP standard cards differentiation strategy|
With modern technology and economic development, electronic payment instrumentsapplications mainly represented by bank cards are ushered in tremendous growthopportunities. China UnionPay, I have worked for some time, so has a great interest in theenterprise as well as the CUP standard cards.Started from analyzing the background of the CUP standard cards, through PESTanalysis of the macro environment, including the political environment, economicenvironment, technology, environment, social environment, to allow readers to understandthe external living environment of the CUP standard cards, these environmental factorsdirectly determine whether the CUP possess momentum of sustainable development. Thenstudied industry environment through analyzing the five competitive forces, includingindustry competitors, capacity analysis, consumer analysis, supplier analysis, new industrycompetitor analysis, to come to the current threats and opportunities. Then focused on theinternal environment, starting form the corporate culture and along the value chainanalysis of the CUP standard cards, proceed from the parts of the value chain analysis toidentify the strengths and weaknesses of the enterprise.SWOT analysis for CUP standard cards was made based on comprehensive researchof internal and external environmental factors and ranked program was proposed. Thosefeasible solutions were composited and three possible basic non-inclusive options formed,then advantages and disadvantages of the alternatives were analyzed, in the end suitabledevelopment programs of the current CUP were identified.The biggest problem of the competitive strategy of the CUP standard cards is fromthe international brand bank card company, China Union have to take the strategic choiceof differentiation, by expanding the admissibility of the market, increasing productinnovation and R&D and expanding the international market, improving service functions, and accelerating innovative payment strategies, it also have to maintain goodrelationship with the government, and promote cooperation with the issuing bank, toachieve the competitive advantage of the CUP standard cards.