Research On Marketing Strategy Of Financial IC Card Of Banks

With the rapid develop ment of Chinese economy, residents' income and living standards continue to im prove, leading to the diversification of paym ent mode. Consumers' awareness of credit cards has been further streng then and using the convenient, rapid bank card as the daily paym ent mode has gradually been a habit. At the sam e time, bank cards accepted e nvironment has been gradually improved, bank card has m ade the transition to the fi nancial IC card from the magnetic stripe card. Thus the dom estic financial IC car d market is facing huge developm ent opportunities. How to grasp the current opportunities for deve lopment and m ake financial IC card to ach ieve rapid development is a topic which is very worthy of studying.By reviewing and summarizing the current development situation of the financial IC card in China and previous dom estic and foreign relevant researches on consum er behavior theory and m arketing theory, this paper selects consum ers' demand for the financial IC card as the starting poi nt, through the m ethod of questionnaire investigation, consumer's bank card using be havior, consumer's price sensitivity on bank card and consumer's demand for the application of financial IC card in the field of public services are analyzed. Finally, by using the data obtained from survey, comparison of two m ajor commercial modes which promote financial IC card in public services from two aspects of cost and benefit are analyzed, an d the specific strategies of popularizing financial IC card are designed which will provide marketing guides for related practitioners.