The Marketing Strategy Of Prepaid Card For Dalian Zhongding Information Co., Ltd

With the development of the technology, the network and people’s consumption concept, the prepaid card as an important tool of corporate marketing and financial management has appeared in all areas of life and become the necessary part in people’s electronic payment activities. And its application scope also expanded from social gift to corporate welfare, from business to the advantages of life services, with its economic portable, fast payment covers almost people’s economicall aspects of life.Against this background, this paper choosed the prepaid marketingstrategy of Dalian Zhongding Information Co., Ltd.(in the following part Zhongding will be used for short) as research subject. For thedistribution scope of Zhongding prepaid cards was limited to Liaoning Province, this paper’s research scope was also limited to Liaoning Province. Based on Porter’s five forces model and SWOT analysis and simple elaboration of prepaid concept and some relevant regulations, this article could be devided in three parts:firstly, introduced the information of Zhongding and its existing product-One Card series as background preparation; secondly, used Porter’s five forces model to analysis the prepaid card industry of China, including prepaid card industry, current market size, competitor (other prepaid card business), substitute products (other payment method), product suppliers and consumers in five areas; thirdly, used the SWOT to analysis the external environment facing the company and its own resources preparing for the analysis on the marketing strategy;fourthly, based on the analysis of the industry and the company itself, this paper used STP and put forward the prepaid marketing strategy, and considering the speciality of the product, the marketing strategy mainlly elaborated from the overall strategy, product strategy and marketing strategy; finally, proposed the safeguard suggestions to ensure the strategy’s realization, including including organizational and human security, technical support, project management (including customer relationship management and partner management) as well as after-sales services, through these four aspects of the implementation of measures it could protect the marketing strategy quality, and build a complete marketing system with interoperability.The aim of this article is to develop the prepaid marketing strategy for Zhongding with the analysis on the competition in the market it facing and its own resources. Selecting such a research subject has a significant meaning, not only for its practicality and guidance, but also for its reference for other similar enterprises.