广东农业银行金融IC卡营销策略研究

发布时间：2019-01-02 18:20

【摘要】：芯片卡,又称集成电路卡,自1976年由法国研发创造以来,该项技术已被广泛应用到金融、通讯、交通、医疗、身份证明等多个行业领域。金融IC卡以芯片作为介质,可以存储密钥、数字证书、指纹等信息,能够同时处理多种应用功能,为持卡人提供一卡多用的银行卡。随着银行卡芯片化的趋势日益明显,国内各商业银行纷纷加大芯片卡产品的研发和推广力度。广东作为国内首屈一指的经济大省之一,而农业银行又是国内国有上市股份银行之一,借组得天独厚的地理位置和优势资源,经过几年来的发展,广东农行在发卡规模、行业合作、受理环境等方面取得明显进展,但要取得行业领先地位,实现芯片卡大规模的推进,仍需进一步加大芯片卡的推广应用力度。本文从金融IC卡的一般理论和实践出发,分析其在国内外的发展现状及趋势,并着重对广东农业银行金融IC卡的现状进行了分析,指出其在产品创新、推广对策、优势发挥、宣传力度等方面存在的不足,最后对农业银行金融IC卡的发展提出了笔者的看法：要明确全行的推广对策；发挥自身优势,加强行业合作,拓宽行业合作模式,促进金融IC卡在不同行业中应用；同时抓好重点,在手机支付、无卡支付以及特定领域非金融应用等特色业务中取得先机,占领市场份额,同时加大IC卡产品的宣传力度和培训力度。
[Abstract]:Chip card, also known as IC card, has been widely used in finance, communication, transportation, medical treatment, identification and other fields since it was developed by France in 1976. The IC card can store key, digital certificate, fingerprint and other information. It can process a variety of application functions at the same time, and provide a multi-purpose bank card for the cardholder. With the increasing trend of bank card chip, domestic commercial banks have increased the development and promotion of chip card products. Guangdong is one of the leading economic provinces in the country, and the Agricultural Bank of China is one of the state-owned listed stock banks in China. Thanks to its unique geographical location and advantageous resources, after several years of development, the Guangdong Agricultural Bank has been issuing cards on a scale. The industry cooperation and the accepting environment have made remarkable progress, but in order to achieve the leading position in the industry and realize the large-scale promotion of the chipcard, it is still necessary to further increase the popularization and application of the chipcard. Based on the general theory and practice of financial IC card, this paper analyzes the present situation and trend of its development at home and abroad, and emphatically analyzes the present situation of financial IC card of Guangdong Agricultural Bank, and points out that it has advantages in product innovation, popularizing countermeasures and giving full play to its advantages. Finally, the author puts forward the author's opinion on the development of the financial IC card of the Agricultural Bank of China: we should make clear the popularizing countermeasure of the whole bank; Give play to their own advantages, strengthen industry cooperation, broaden the industry cooperation model, promote the application of financial IC cards in different industries; At the same time, focus on mobile payment, non-card payment and non-financial applications in specific areas and other characteristics of the business opportunities, occupy market share, while increasing the promotion of IC card products and training efforts.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2

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