甘肃省农行金融IC借记卡营销策略研究

发布时间：2018-06-19 21:56

本文选题：IC借记卡 + 营销　；参考：《兰州大学》2014年硕士论文

【摘要】：自20世纪90年代以来,集成多行业应用的金融IC卡,已成为国际银行卡产业发展的潮流。国际银行卡组织Europay、Master和Visa于1996年联合推出了金融IC卡技术标准(EMV标准),以推动各国进行EMV迁移。目前,全球已经有60多个国家和地区实施了EMV迁移,活跃的金融IC卡已超过10.8亿张,约占全球银行卡总量的40%；符合EMV标准的受理终端超过1540万台,约占全球银行卡受理终端的71%。面对国际金融IC卡强劲的发展势头,加快推进我国银行卡技术升级,全面推动金融IC卡的发展,已是大势所趋。农业银行在甘肃地区借记卡业务市场中目前处于主导地位,但是甘肃省银行卡市场特别是城市地区的银行卡市场已经趋于饱和状态,借记卡作为银行卡产品序列的重要组成部分,同质化竞争日趋激烈。随着金融IC卡的整体迁移,银行卡产业面临一次重新洗牌,同时,也对农业银行借记卡业务的市场领导地位提出了严峻的挑战。如何拓展金融IC借记卡业务,巩固并进一步扩大农业银系统性的行借记卡业务的优势地位,成为了农业银行借记卡业务发展的重要研究课题。本文以银行卡产业从磁条卡向IC卡迁移为研究背景,运用市场营销相关理论,在对甘肃农行金融IC借记卡业务营销内外部环境进行系统分析的基础上,通过对甘肃省金融IC借记卡业务市场和甘肃农行金融IC借记卡营销的现状进一步分析,在明确市场细分、目标市场选择的同时,确定了其市场定位和竞争战略,进而为甘肃省农行金融IC借记卡业务制定了以4P为核心的营销策略,以期为甘肃农行金融IC借记卡业务营销工作提供指导,也为同行业务的拓展提供借鉴。
[Abstract]:Since 1990's, financial IC card integrated with multi-industry application has become the trend of international bank card industry. Europaymaster and Visa, an international bank card organization, jointly launched the EMV standard for financial IC cards in 1996 to promote EMV migration among countries. At present, more than 60 countries and regions in the world have implemented EMV migration, with more than 1.08 billion active financial IC cards, accounting for about 40 percent of the total number of bank cards in the world, and more than 15.4 million receiving terminals that meet the EMV standard. Accounts for the global bank card processing terminal 71. In the face of the strong development momentum of international financial IC card, it is the trend of the times to speed up the upgrading of bank card technology and promote the development of financial IC card in an all-round way. The Agricultural Bank of China is currently in a dominant position in the debit card business market in Gansu, but the banking card market in Gansu Province, especially in urban areas, has become saturated. As an important part of bank card product sequence, debit card is becoming more and more competitive. With the overall migration of financial IC card, the bank card industry is faced with a reshuffle. At the same time, it also poses a severe challenge to the market leadership of the debit card business of the Agricultural Bank of China. How to expand the financial IC debit card business, consolidate and further expand the advantage position of the agricultural bank systematic bank debit card business, has become the important research topic of the agricultural bank debit card business development. Based on the research background of bank card industry from magnetic stripe card to IC card, this paper makes a systematic analysis of the internal and external environment of ABC financial IC debit card business marketing by using the theory of marketing. Through further analysis of the current situation of financial IC debit card business market in Gansu Province and Agricultural Bank of Gansu financial IC debit card marketing market, the market positioning and competitive strategy are determined while the market segmentation and target market selection are defined. Furthermore, the paper makes the marketing strategy with 4P as the core for the financial IC debit card business of Agricultural Bank of Gansu Province, in order to provide guidance for the marketing work of Gansu Agricultural Bank Financial IC debit card business, and also provide reference for the expansion of the peer business.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.2;F274

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