Research On Marketing Strategy Of Bank Card Acquiring Business For Agricultural Bank Of China Jilin Branch

Along with the economic and social development,people's card-using awareness and consumption habits are developing, credit-card consumption and liquidation by acquuiring business machine has become involved in an important part of social economic activities. For banks,bank card acquiring business is no longer just a part of cards business, but independent, which has been one of the important sources of operating income. At the same time, the integrated marketing and customers' recognition come from acquiring business for a bank is also very important.This article analysis the ABC marketing present situation and existing problems of the acquiring business.First of all, using PEST theory,the author analysis the macro-environment of the ABC acquiring business and the opportunities and challenges facing from four aspects including political,economic, social and technological; Then through Porter's five-force model, the author does the research on the microscopic environment which covers five factors,including potential entrants, substitutes threats, the buyer bargaining power, the seller bargaining power and the existing competitors; At last, the author uses SWOT theory to expound the strengths, weaknesses, opportunities and threats of ABC acquiring business and uses the STP strategy which means market segmentation, target market and positioning to determine the marketing strategy direction.On the basis of the analysis before,in the numerous category of products of ABC, the author selects two products, E management and mobile phone POS, as the main products of the business, to achieve the joint marketing from online to offline. For the two important products, 4 P + S marketing strategies are designed. As we all know, the 4 P marketing strategies are constituted by four strategies that are product strategy, price strategy, place strategy and promotion strategy. But for banks, as the financial services industry, service strategy also has very important significance. So, considering the design of the marketing strategies, the author chooses the 4P+S strategies in order to in line with the market orientation and customer expectations to provide power for a long-term stable development of the acquiring business. In order to ensure good propulsion and full application of strategies, the author also design the corresponding marketing strategy implementation safeguard measures, respectively from four aspects,the target, rewards and punishments measures, personnel and technical support,to put forward the corresponding requirements and suggestions in order to the breakthrough of ABC acquiring business and develop rapidly.