The Research On Regional Marketing Strategy Of Cyber Card

In the 1970th,according to the substantial development and extensive application of computer communication technique, finance profession comprehensive has been influenced. It urged to born with the electronics information exchange and completion to process business and customer service. The economist called the finance technique's innovation as cyber cash. The emergence of cyber cash and development will change people's consume habit by the root.According to extension of the city scale, it is higher requested to the city management, the urgency and importance of the e-city information construction come to appear gradually. Along with the growth of city economic power, the information technique as representative fly fast development, lots of governments have already put information-based construction as the first step at the city's development programming. The city public transportation is the window of the construction and civilization development of the city economy, and it has vitally close tie to most people. Plus its technique and operation mode are almost mature, it naturally become pioneer of city information-based construction. In recent years, many cities have all established city card system, City card system is developed on the basis of calculator technique with electronics information exchange. City card has important characteristics of cyber cash and is one kind of it.The thesis focuses on cyber cash and its important and specific form city card to do the research. Firstly, it carries on a research on the related theories foundation of cyber cash. This part includes the creation process and the condition of cyber cash. Then it gives the definition, characteristic of cyber cash and development forms, its domestic and international of development process, its contribution to society economy and its facing problems. The part is the theories foundation of the full text and the premise of the research. Immediately the text carries on analysis to the market development theories of cyber cash. Academic circle does the technique research of the cyber cash much and deeper than its market strategy theories research. Cyber cash market marketing research still weaker. In this part draw related knowledge from market marketing theories, the finance theories, economics theories and so on. The part includes the analysis of the cyber cash issuer and consumer and their supplying and needing analysis research respectively. The macro and specific environment of cyber cash and the company, the target market choice, the division of market products, customer value, advantage, threaten, opportunity, weaken…etc. This part is the marketing theories of the text. Finally, on the basis of theories analysis, combing the theories and actual, the text take the Chongqing city card as an example, analyzing the environment of the product and company, the division of the market, the consumer value, then the text gives the marketing strategy and measure suggestions.