本文简单阐述了银行卡产业发展的背景和意义,介绍了银行卡的起源和发
展、银行卡分类、银行卡对支付市场的影响以及国外支付市场推广经验,通过
人们对银行卡的需求、银行卡的应用价值、银行卡对发卡银的贡献以及银行
卡产业发展对国内宏观经济发展的贡献四方面说明了国内银行卡以及甘肃银行
卡产业发展的意义。
文章以SWOT、波特五力、PEST、市场细分、营销组合经典理论为指导,对
银联商务甘肃分公司银行卡支付推广的现状与存在的问题进行分析,并对银联
商务甘肃分公司的市场进行细分,准确定位。在此基础上,对银联商务甘肃分
公司多年的市场营销模式进行系统化研究,借鉴其他地区和银行卡组织中成功
的营销经验,制定出银联商务甘肃分公司今后的银行卡支付推广策略。
目前,银联商务甘肃分公司转变了传统单一的支付方式,发展出以自助终
端缴费、手机缴费、互联网在线支付等多样化的新型支付模式,解决了人们足
不出户缴纳各项公共事业费用的民生问题,完成了从传统银行卡消费到行业应
用---“全民付”的发展。
论文重点研究了甘肃银行卡产业的创新支付和营销策略,提出了甘肃银行
卡产业推广的对策及建议:平衡区域发展;做精做深传统受理市场,丰富商户
服务内涵;加快推进创新业务的战略步伐;全力打造“甘肃省公共营销联盟”
平台,扩大甘肃银联商务品牌支付市场的规模。这些措施将有效抵制行业内的
无序竞争,减轻国家政策对银行卡产业的冲击。
关键词:银行卡,营销策略,市场细分,银联商务甘肃分公司
MBA学位论文 作者:杨光勇
银联商务甘肃分公司银行卡支付市场推广研究
ABSTRACT
Bank card, which is a kind of modernization of payment tool,is the product of the
combination of the financial industry and the modern information technologies. After twenty
years of development, its popularization and wide application is of great significance for
promoting consumption, reducing cash flow,lowering transaction costs bank card, enhancing the
social civilized degree, improving the life quality of residents, developing the modern economy,
promoting the construction of social credit system and promoting the development of related
industries, est.
This paper introduces briefly the research background and significance, the origin and the
variety of bank cards, the influences of payment market and the marketing experience of foreign
bank card. This paper illustrates the significance of China and Gansu Bankcard industry
development through four aspects which are people&39;s increasing demand for bank card, bank card
value in use and bank card contribution for batiks and the development of domestic
macro-economic
Based on classical theory such as SWOT analysis, Potter competition theory, PEST theory,
market segmentation and marketing mix theory as the guide,this paper mainly analysis the
various factors of bank card marketing in Chinaums Gansu Branch for exact market fixed
position and market fractionize. Bank card marketing tactics in Chinaums Gansu Branch is made
on the basis of the systematic study of marketing mode and other areas&39; successful experience.
At present, Chinaums Gansu Branch has completely changed the monotonous traditional
developing model, developing payment methods like self-service terminals, Mobil phone and
internet payment, which is convenient to the people&39;s life,completed a shift from a traditional
consumption model to the development of public payment.
The paper emphasizes on the 1NNOVATIONPAY and Marketing Strategy for Gansu
Bankcard payment industry, and proposes countermeasure and advice to promote Gansu
Bankcard industry development. For example, balanced development of regional deepening and
meticulous traditional market, rich connotation for Merchant Services, speeding up and
promoting the strategic step of innovative business, building Gansu public marketing alliances
platform for enlarging Chinaums payment market capacity. These Steps will effective control
disorderly competition in industry, mitigate the impact of National policies on BankCard
industry.
Key Words:Bank card,marketing strategy , market segmentation , Chinaums Gansu Branch
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