| Bank card acquiring business has always been the core of the development ofbank card industry, with the continuous improvement of information technology,constantly upgrading the payment industry, bank card receives the form and functionof the single has been changed, as a bank card payment and settlement channelschanged, the evolution of the network (online) the single, POS (line) acquiring; by asingle bank card acceptance become virtual cards, bank cards, two-dimensional codecombining receiving mode; two is the acquiring business has become the importcustomer, potential customer demand financial institutions most effective tool, toaccept a single data stream research and analysis of the operation situation andProspect of single customer, mining potential customers, customer management riskprevention and control, so as to promote the comprehensive management andcustomer cross selling of products.China Everbright Bank Chinese Changchun Branch as in Changchun City’s firstjoint-stock commercial bank, China Construction Bank was founded in1998, hasbeen16years, with a total of15city branch, Jilin branch, Yanbian two grade two, bythe end of2013, personal savings amounted to22500000000yuan, accounting for allthe Changchun City commercial bank deposit scale of4%, and in the acquiringbusiness, the China Everbright Bank branch in Jilin province Changchun acquiringmarket share of only1.25%, and the deposit scale ratio is not directly proportional to,on a scale not far below the workers and peasants in the construction of thestate-owned banks, also be in recent years in Shanghai Pudong Development Bank, China Merchants Bank, Minsheng Bank, CITIC Bank, industrial bank even in theShanghai Pudong Development Bank, industrial and other joint-stock commercialbanks behind, the situation is not optimistic, Everbright Bank ChangChun Branchhow to in the fierce market environment in the acquiring business fast stop, strives forthe development, tree brand, increase the benefit, not only to re positioning ofacquiring business, to re analysis and optimization of the acquiring business operationflow, system support, to develop with market competitiveness, sustainabledevelopment of marketing strategy, is the This paper will study objective.This paper firstly introduces the background and significance of the research, thepurpose of the research, analyses the present situation of China Everbright Bankbranch of Changchun, Changchun Branch acquiring business products and processeswere introduced, the inaccurate orientation, process is too long, the market share ofsmall, pricing mechanism is not flexible, marketing strength is weak, poor service incustomer service the seven problem, followed by the Jilin Province, the developmentof a single institution were compared, calculate the business income, and thedifference of different industry customer marketing strategy and product supportpolicy; finally, formulate the marketing strategy of scientific, reasonable, efficientfrom the actual situation, including product strategy, pricing strategy, channel strategy,promotion strategy, service strategy.In order to solve the Changchun Branch of China Everbright Bank acceptancebusiness problems, fast on the scale, efficiency, create brand. To fundamentally solvethe problem of product positioning, solve the problem of hardware products, enhancethe competitiveness of their products, equipped with a flexible pricing mechanism ofshort-term and long-term, adhere to the merchants integral feedback activity, increasemarketing incentives, to optimize the internal operation, to control operational risk,starting from the branches, direct sales team, three party cooperation platform threechannel, can play the acquiring business scale effect, at the same time, enhanced data analysis and customer marketing, tapping the potential financial needs of acquiringbusiness, realize the comprehensive management of acquiring the business. |
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