The Promoting Of Marketing Research On POS Payment Business In Bank Of Luoyang Zhengzhou Branch

Bank of LY Zhengzhou Branch since its inception in 2009, because of the development of good performance, good user precipitation, it is no longer just a regional bank, it also provides to the service function of regional development. POS business marketing as one of the main business of the bank, can accumulate a large number of high-quality customers for the banks, increasing funding for the bank deposit foundation, can provide a powerful guarantee for the rapid development of banks. Bank of LY Zhengzhou Branch has also been strengthened emphasis on POS business marketing. The Bank of LY Zhengzhou Branch‘s POS marketing development from the beginning of 2014 has just started, all the promotion of marketing management experience from the head office in the local POS business marketing experience, Bank of LY Zhengzhou Branch POS business marketing system is relatively young, in the implementation of marketing strategy and development exposes a series of problems, there is need for urgent need the systematic review and optimization of the marketing strategy of POS business.This paper uses the relevant theories of marketing, analyzes four aspects of policy, economy, society, technology and the macro environment of Bank of LY Zhengzhou Branch POS acquiring business; POS acquiring business environment from threat of new entrants, rivalry, bargaining power of suppliers, bargaining power of buyers, substitutes of five aspects are described; the micro environment of organization structure of POS acquiring business, management staff, external personnel management reviews. Analysis of the current situation of the existing marketing strategy of POS business, POS for business marketing problems in the corresponding optimization strategy of POS business marketing. Also by means of the safeguard measures of the POS marketing strategy, put forward the corresponding suggestions from the four aspects of organization, system, personnel, technology, to ensure the implementation of the optimized marketing strategy to be reasonable, right. Finally, make a summary and conclusion of the whole thesis, explains the idea of further research and expectation for future work.The characteristic of this article is that the POS marketing strategy for the first time on a whole view of Bank of LY Zhengzhou Branch to carry out survey and analysis, the corresponding optimization and reasonable implementation of safeguard measures, in order to carry out the Bank of LY Zhengzhou Branch’s POS marketing strategy optimization. The main body of the object and research contents of this paper are from the author in September 15, 2014 to January 15, 2015 in Bank of LY Zhengzhou Branch internship experience, internship time is affected by other factors, exposure to specific cases and less information and other restrictions, so this paper analyzes and studies the depth of the problem, if has the opportunity to contact related work in the future, the argument of this dissertation collate and complement.