The Research Of Integrated Circuit Debit Card Marketing Strategy Of Gansu Branch Of Agricultural Bank Of China

Since the1990s,the financial IC card integrated many industry uses has become a trend in the international bank card industry development. in1996,the international bank card organization Europay, Mastercard and Visa launched a financial IC card technology standard (EMV), to push the EMV migration among countries.At present, more than60countries and regions have implemented the EMV migration, active financial IC cards have more than1.08billion, accounts for about40%of the total global bank cards; Accord with standard of EMV terminal more than15.4million units, accounts for about71%of the world bank CARDS accepted terminals.In the face of international financial IC card strong momentum of development, accelerate the Chinese bankcard 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 IC card 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 at a leading position in the market, but the bank card market is saturated state, especially in the urban areas 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 card business meets a severe challenge. How to extend financial IC debit card business, to consolidate and further expand agricultural bank debit card business advantage, become the important research topic of the agricultural bank debit card business development.The article analyzed the financial IC debit card market of gansu province and the present situation 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 marketing environment of the agricultural bank financial IC debit card business of gansu province systemic, Determining the market segmentation, target market selection, the market location and competitive strategy, and drafting the4p marketing strategy for agriculture bank of gansu province’s financial IC debit card business developement,based on background of the bank card industry’s migration from a magnetic stripe card to the IC card, to provide a guide for practical work.