Agricultural Bank Of Suzhou Branch Bank Card Acquiring Business Marketing Strategy Research

In recent years,with the continuous improvement of Chinese economic level,people's consumption concept and consumption habits are gradually changing,credit card spending,payment clearing has become an important part of economic and social activities.For the banking industry,the bank card acquiring business is an important source of intermediate business income,so the competition between banks is becoming increasingly fierce.At the same time,the professional registration agencies are constantly emerging,so how to improve the core competitiveness of the acquiring business has become a common problem for banks.Suzhou branch of the Agricultural Bank as the industry leader,the indicators are among the best,but because of acquiring business compared to the industry started late in this field to show the market reaction is slow,the problems such as relatively backward marketing ideas.In this paper,the combination of theoretical research and empirical analysis,literature research,data analysis and other methods,from the theory to the practical problems gradually solve the problem.Through the systematic arrangement and analysis of the marketing strategy of Suzhou branch of Agricultural Bank of China,the paper makes use of various theories to demonstrate.In the analysis,we use 4P and 4C theory of the Agricultural Bank of China acquiring business marketing strategy analysis,analysis of existing acquiring business products,channels,price,sales promotion and service marketing strategy;at the same time,using the theory of STP,analysis of the current acquiring marketing market segmentation and market positioning;Then the PEST theory is used to analyze the macro environment of Suzhou branch of Agricultural Bank of China,which includes four aspects: politics,economy,society and technology.Finally,SWOT analysis for acquiring business bank in marketing strength including opportunities and threats to details of their study,and through the STP strategy,namely market segmentation,determine the target market,positioning three steps to determine marketing strategy direction.Based on the above analysis,this paper carried out the optimization of acquiring business marketing strategy of Agricultural Bank,to expand the theory of marketing strategy of the existing and proposed to enrich the reality,acquiring the payment business is different from other products marketing strategy.In order to ensure a good promotion and application of marketing strategies,but also puts forward corresponding marketing support measures respectively from the idea,pay attention to three aspects of technical support,valuation system match the corresponding requirements and recommendations.In order to achieve the Bank of Suzhou branch of the bank card acquiring business marketing breakthrough,access to long-term sustainable development.