Marketing Strategy Analysis Of GoldDr Finance Card

On July 10 ,2003, GoldDr. FinanceCard is successfully reseached and first launched in QuanzhouCity. "Much account in one card, loan help-yourself, managing prosperity freely" is the three main function in the card. There is the three big characteristics of the product. On August 10,2005, the second generation GoldDr production is launcehed by Quanzhou Agricultural Bank. It is the first IC card and the first electrical purse.GoldDr. is developed more than 3 years since coming out, The card is amounting to 1.25 million unit, 6600 million yuan of bank deposit, The average bank deposit of card keeps of living in person is at a distance in 5200 yuan It is keep the first in the similar fiancial institute.The analysis is being in 4C marketing theory to GoldDr finance card of Quanzhou Agricultural Bank. It is expecting to lay some complemention to bank card marketing.The article is allotted for five parts.The preface part is the sketch of the article.The first part is bank card industry and product outline. In the part main sketch the world and China bank card industry development and describe the industry development stage and the competition pattern.The second part is the domestic card marketing inviroment analysis. The part is mainly analyse micro and macro invironmetn.The third part is the STP analysis. Fully describe the GoldDr card marketing segment and market choice and product position.The forth part is the market stratege analysis. using the 4C theory.The fifth part is the suggestion to the GoldDr card using the customer realationship management.Sum up all analysis and scheme. The thesis improves marketing opration. It brought some suggestion to the card market. The bank take the customer in the first place. The card marketplace do effect to make use of self's advantage , grasp opportunity, flexible application marketplace tactics , expand the scale of selling, get much better economic returns and social benefits.