Research On UnionPay Card Product Marketing Strategy Of China UnionPay Shaanxi Branch

In China,the bank card industry has experienced 33 years of development.It has developed into the largest international card payment industry in the world with the largest number of card issuance,the most widely accepted market,and the largest number of cardholders.China Union Pay was formally established in March 2002 and became the China Bank Card Organization based on bank card payment transfer clearing.As a bank card association of Chinese national brands,China Union Pay plays a core and pivotal role in China’s bank card industry,laying a solid foundation for the development of China’s bank card industry.Union Pay has become an inter-bank transaction clearing system for all member banks.Covering the banking business of all banks in China,Union Pay has realized the interconnection between member institutions and systems,enabling bank cards to be successfully used across banks,regions and even across borders.China Union Pay Shaanxi Branch has achieved good results in the promotion and use of Union Pay cards and the acceptance of environmental construction for more than 10 years.By the end of 2017,more than 630,000 Union Pay cards had been issued in the jurisdiction of Shaanxi Province,accounting for 91% of the total issued bank cards.About 22,000 ATMs were accepted for Union Pay cards,and the Union Pay cards were accepted for deployment.The number of POS machines is 810,000,and the number of Union Pay card merchants is 450,000.Although Union Pay Shaanxi Branch experienced the rapid development stage of Union Pay card,in recent years,the Union Pay card product system is not perfect,the product itself experience is not good,the company’s Union Pay card marketing strategy is too traditional,can not keep up with the market development speed,the company’s marketization degree Not enough,there is still a certain gap from the company’s goals.In 2017,the number of transactions in Shaanxi Union Pay card declined,and the issuance of foreign card brands has a resurgence;the proportion of high-quality cards and Union Pay cards in high-end cards is not high;the development of Union Pay cards in various cities is uneven,and the market in Xi’an is saturated.Even the blind competition,the market potential of the secondary market needs to be tapped;at the same time,the third-party Internet payment represented by We Chat payment and Alipay has rapidly emerged,and direct cooperation and personalized marketing with banks have shown a trend of no card,Union Pay The Shaanxi branch is facing multiple pressures and resistance and is caught in the dilemma of development.Faced with the complicated situation,how to formulate an effective Union Pay card product marketing strategy and implement the strategy smoothly has become a key proposition for the Bank of China’s Shaanxi Branch to break through the development bottleneck and complete the market transformation.This paper takes Union Pay Shaanxi Branch as the research object,starting from the company profile,the current status of Union Pay card product marketing,existing problems and problems,comparing the marketing strategies of international bank card organizations and Internet payment companies,and finding China Union Pay Shaanxi Branch Union Pay The gaps in the marketing process of card products,and the analysis of the industrial environment and its own advantages and disadvantages,comprehensive use of literature analysis methods,interviews,research and other methods,theory and practice,research and propose the marketing optimization of Union Pay card products of Union Pay Shaanxi Branch Strategy and implementation of safeguards.This paper summarizes the general situation and marketing status of China Union Pay Shaanxi Branch,analyzes the current situation of Union Pay card products marketing of Shaanxi Union Pay,finds the cause of the problem,uses the latest theoretical knowledge,and analyzes the current marketing methods of Shaanxi Union Pay,and proposes for Shaanxi Union Pay.The marketing optimization plan and implementation considerations have certain reference value for the product promotion and business development of Union Pay Shaanxi Branch.