Research On Marketing Strategy Of Financial IC Card Of SX Branch Of YC Bank

As an important financial product with high integration of modern information technology and financial services,financial IC card has the characteristics of security,convenience,economy,expansion and so on.As an important field of technological innovation,non-receiving payment is playing an increasingly important role in all aspects of the people’s life,which makes the expansion of financial IC card become the inevitable trend of the development of bank card.YC bank as a large state-owned bank,At present,it is in a dominant position in the traditional debit card business market.Due to the continuous reform of financial IC cards,the business market of bank cards has also undergone tremendous changes,so YC Bank attaches more importance to financial IC.Card business expansion channels,but also more urgent need to improve their own advantages in the market competition.In this paper,the research object of SX branch behavior of YC Bank,the migration of magnetic stripe card to IC card as the research background and Internet finance as the cutting point,through in-depth analysis and research on historical data,the marketing breakthrough suitable for YC bank SX branch is found.Firstly,the background,significance,main content and technical route of the research are summarized,and the research results at home and abroad are sorted out in detail.Secondly,the theories of marketing strategies including 4Ps marketing theory,STP theory,PEST analysis,and SWOT analysis are explained.Then use PEST analysis to bank politics,economy,social literature.This paper analyzes the advantages,disadvantages,opportunities and challenges of its marketing by using SWOT analysis method,and finds that there are some problems in the SX branch,such as the high proportion of invalid individual customers,the low proportion of VIP customers among the effective customers and the widening gap between the rich and the poor,which is mainly due to the lack of marketing efforts,unknown marketing ideas and single marketing mode.In this paper,on the basis of clear market segmentation,the target market,target customer group,market positioning and competitive strategy of financial IC card business of SX branch of YC bank are determined,and the 4Ps marketing theory and SX branch of YC bank are sent out by themselves.Combined with the characteristics of the exhibition,the specific marketing strategy of bank financial IC card is worked out.At present,the marketing strategy of financial IC card business in our country is not rich,and more research is based on the overall marketing strategy of the bank or different business types.Therefore,this paper probes into it from the perspective of financial IC card,which is innovative in order to provide guidance for the marketing of financial IC debit card business of SX Branch of YC Bank,and also to provide reference for the business development of the same industry.