本文選題：IC借記卡 + 營銷�。� 參考：《蘭州大學(xué)》2014年碩士論文

【摘要】：自20世紀90年代以來,集成多行業(yè)應(yīng)用的金融IC卡,已成為國際銀行卡產(chǎn)業(yè)發(fā)展的潮流。國際銀行卡組織Europay、Master和Visa于1996年聯(lián)合推出了金融IC卡技術(shù)標準(EMV標準),以推動各國進行EMV遷移。目前,全球已經(jīng)有60多個國家和地區(qū)實施了EMV遷移,活躍的金融IC卡已超過10.8億張,約占全球銀行卡總量的40%；符合EMV標準的受理終端超過1540萬臺,約占全球銀行卡受理終端的71%。面對國際金融IC卡強勁的發(fā)展勢頭,加快推進我國銀行卡技術(shù)升級,全面推動金融IC卡的發(fā)展,已是大勢所趨。 農(nóng)業(yè)銀行在甘肅地區(qū)借記卡業(yè)務(wù)市場中目前處于主導(dǎo)地位,但是甘肅省銀行卡市場特別是城市地區(qū)的銀行卡市場已經(jīng)趨于飽和狀態(tài),借記卡作為銀行卡產(chǎn)品序列的重要組成部分,同質(zhì)化競爭日趨激烈。隨著金融IC卡的整體遷移,銀行卡產(chǎn)業(yè)面臨一次重新洗牌,同時,也對農(nóng)業(yè)銀行借記卡業(yè)務(wù)的市場領(lǐng)導(dǎo)地位提出了嚴峻的挑戰(zhàn)。如何拓展金融IC借記卡業(yè)務(wù),鞏固并進一步擴大農(nóng)業(yè)銀系統(tǒng)性的行借記卡業(yè)務(wù)的優(yōu)勢地位,成為了農(nóng)業(yè)銀行借記卡業(yè)務(wù)發(fā)展的重要研究課題。 本文以銀行卡產(chǎn)業(yè)從磁條卡向IC卡遷移為研究背景,運用市場營銷相關(guān)理論,在對甘肅農(nóng)行金融IC借記卡業(yè)務(wù)營銷內(nèi)外部環(huán)境進行系統(tǒng)分析的基礎(chǔ)上,通過對甘肅省金融IC借記卡業(yè)務(wù)市場和甘肅農(nóng)行金融IC借記卡營銷的現(xiàn)狀進一步分析,在明確市場細分、目標市場選擇的同時,確定了其市場定位和競爭戰(zhàn)略,進而為甘肅省農(nóng)行金融IC借記卡業(yè)務(wù)制定了以4P為核心的營銷策略,以期為甘肅農(nóng)行金融IC借記卡業(yè)務(wù)營銷工作提供指導(dǎo),也為同行業(yè)務(wù)的拓展提供借鑒。
[Abstract]:Since 1990's, financial IC card integrated with multi-industry application has become the trend of international bank card industry. Europaymaster and Visa, an international bank card organization, jointly launched the EMV standard for financial IC cards in 1996 to promote EMV migration among countries. At present, more than 60 countries and regions in the world have implemented EMV migration, with more than 1.08 billion active financial IC cards, accounting for about 40 percent of the total number of bank cards in the world, and more than 15.4 million receiving terminals that meet the EMV standard. Accounts for the global bank card processing terminal 71. In the face of the strong development momentum of international financial IC card, it is the trend of the times to speed up the upgrading of bank card technology and promote the development of financial IC card in an all-round way. The Agricultural Bank of China is currently in a dominant position in the debit card business market in Gansu, but the banking card market in Gansu Province, especially in urban areas, has become saturated. As an important part of bank card product sequence, debit card is becoming more and more competitive. With the overall migration of financial IC card, the bank card industry is faced with a reshuffle. At the same time, it also poses a severe challenge to the market leadership of the debit card business of the Agricultural Bank of China. How to expand the financial IC debit card business, consolidate and further expand the advantage position of the agricultural bank systematic bank debit card business, has become the important research topic of the agricultural bank debit card business development. Based on the research background of bank card industry from magnetic stripe card to IC card, this paper makes a systematic analysis of the internal and external environment of ABC financial IC debit card business marketing by using the theory of marketing. Through further analysis of the current situation of financial IC debit card business market in Gansu Province and Agricultural Bank of Gansu financial IC debit card marketing market, the market positioning and competitive strategy are determined while the market segmentation and target market selection are defined. Furthermore, the paper makes the marketing strategy with 4P as the core for the financial IC debit card business of Agricultural Bank of Gansu Province, in order to provide guidance for the marketing work of Gansu Agricultural Bank Financial IC debit card business, and also provide reference for the expansion of the peer business.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F832.2;F274

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本文編號：2041452