The Research Of Anshan Bank Financial IC Card Promotion Strategy

The people’s bank of China puts forward that since January1,2013, nationalcommercial Banks should be going to start issuing financial IC card and implementall accept bank cards in networking general terminal to be able to accept the financialIC card. At the end of2013Anshan Banks started the financial IC card applicationwork in order to be able to actively respond to a nation policy. The financial IC cardin our country is still in its early promotion stages, so each commercial bank inpromoting all met with many obstacles. This paper makes Anshan Bank’s promotionwork as an example. We get Anshan Bank’s promotion data and other Bank’spromotion experience through social investigation, methods of access to information,visiting experts and so on. Then we analyze the date and summarize a few of theproblems encountered in the process. At the last, we give the correspondingcountermeasures for the problems. These problems mainly include:①handle cardcitizens’ enthusiasm is not high;②the migration cost;③cross-industry applicationdifficult;④all relevant departments support is not enough;⑤the financial IC cardlack of unified standards, etc. Through the analysis of the above problems, this papergives the countermeasures, mainly includes:①to strengthen the financial IC card inthe promotion of the marketing work;②through various channels to reduce costs;③break the pattern of interests, reduce the blocking of the industry;④thegovernment leading, the realization of collaborative support;⑤standards, perfect theindustry application specification, etc. Through the above research work, we hope tobe able to provide certain guidance for the later promotion work of Anshan Banks. Atthe same time also hope that the results and conclusions can provide certain referencefor commercial Banks who is carrying on the financial IC card or reading later.