甘肃农行金融IC借记卡业务营销探究

　　中文摘要

　　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。

　　关键词：IC借记卡；营销；战略分析

　　Abstract

　　Since the 1990 s,the financial IC card integrated many industry uses has become a trend inthe international bank card industry development, in 1996,the international bank card organizationEuropay, Mastercard and Visa launched a financial IC card technology standard （EMV）， to pushthe EMV migration among countries.At present, more than 60 countries and regions haveimplemented the EMV migration, active financial IC cards have more than 1.08 billion, accountsfor about 40% of the total global bank cards; Accord with standard of EMV terminal more than15.4 million units, accounts for about 71% of the world bank CARDS accepted terminals.In theface of international financial IC card strong momentum of development, accelerate the Chinesebankcard technology upgrading, comprehensively promote the development of financial IC card,is the trend of The Times.

　　With the People's financial application requirements and safety awareness growing,electronic currency payments and currency settlement information demands is higher and higher,the diversification of social service and the information demand is also rising fast. Financial ICcard as the carrier of the multidisciplinary quick pay, will play an important role in the residents'

　　daily life and financial aspects.In gansu province the Agricultural Bank of China's debit card is ata leading position in the market, but the bank card market is saturated state, especially in the urbanareas of Analysis gansu province, the debit cards as an important part of bank card products,similar competition phenomenon is relatively serious. As the financial IC card overall migration,bank card industry faces a reshuffle, the leadership of the Agricultural Bank of China's debit cardbusiness meets a severe challenge. How to extend financial IC debit card business, to consolidateand further expand agricultural bank debit card business advantage, become the importantresearch topic of the agricultural bank debit card business development.

　　The article analyzed the financial IC debit card market of gansu province and the presentsituation of the gansu branch of Agriculture Bank of China 's financial IC debit card business,using the market marketing related theory to analysis the internal and external marketingenvironment of the agricultural bank financial IC debit card business of gansu province systemic,Determining the market segmentation, target market selection, the market location andcompetitive strategy' and drafting the 4 p marketing strategy for agriculture bank of gansuprovince's financial IC debit card business developement,based on background of the bank cardindustry's migration from a magnetic stripe card to the IC card, to provide a guide for practicalwork.

　　Key words: IC card; Marketing; Strategic analysis

    目录

　　一、绪论

　　（一）研究背景及意义

　　（二）相关理论

　　（三）研究思路及方法

　　二、甘肃农行金融IC借记卡业务营销环境分析

　　（一）甘肃农行金融IC借记卡业务营销外部环境分析

　　（二）甘肃农行金融IC借记卡业务营销内部环境分析

　　（三）甘肃农行IC借记卡业务营销环境SWOT分析

　　三、甘肃农行金融IC借记卡业务营销战略选择与制定

　　（一）营销战略定位

　　（二）竞争战略选择与制定

　　四、甘肃农行金融IC借记卡业务营销策略组合

　　（一）产品策略

　　（二）价格策略

　　（三）渠道策略

　　（四）促销策略

　　五、甘肃农行金融IC借记卡业务营销策略的实施与控制36

　　（一）甘肃农行金融IC借记卡业务营销策略实施的组织保障

　　（二）甘肃农行金融IC借记卡业务市场营销执行与控制

　　参考文献

　　致谢