Study Of Marketing Strategy On Bankcard Of Chinaunionpay Liaoning Branch

After 20 years of development, bankcards has become an indispensable important means of payment into work and all aspects of life in China. As liaoning bankcard industry development of hub and core, Liaoning unionpay (namely China unionpay liaoning branch) faced all kinds of challenges and opportunities.This paper aims to study the present situation of liaoning unionpay how to apply marketing method to maintain and develop competitive advantage, promote liaoning card issue, accepting etc. of various links to healthy and orderly development. This paper mainly uses the theory combined with practical research method,use effective classical theory such as bilateral market theory, SWOT analysis, Potter competition theory, STP theory, the 4Ps marketing theory as the guide, while combining author's bankcards work experience and immediate experience, affect the bankcard market development of various factors of bank cards were analyzed, the development trend of summarizing, and of liaoning unionpay market subdivided, determine the liaoning unionpay market positioning. On this basis, the liaoning unionpay years marketing methods, effectiveness, influence the systematic arrangement and study, learn from other regions and other bankcard organizations and other industry marketing of good experience, with the marketing management theory as the guide, develop liaoning unionpay future should be adopted in the marketing strategy.In product strategies, liaoning unionpay should actively encourage and guide the commercial banks to strengthen various levels debit card aspects of product development, Also catch caught on the issuance of opportunity, occupied the future hairpin trend; While in credit card aspects, firstly need to increase with the big industry customer cooperation, design issue card products for industry commercial Banks provide quality credit card products. In addition to strengthen the production special products marketing dynamics, forming popularize the use of virtuous circle.In price strategies, first with low price strategy to capture the credit card market, with the international bank card companies in the competition expand market scale, Secondly, in the merchant KouLv aspects and merchants merchant type subdivision associated with the charging standard scale, improve quality merchants satisfaction. The price system adjustment, liaoning unionpay before in price system for jurisdiction.our job with the contradiction of large businesses through developing marketing activities, providing marketing resources and other forms in expanding the market scale at the same time, to related businesses are appropriate compensation.In the channel strategies, according to different types of Banks, liaoning unionpay should adopt different hairpin guidance strategies. For state-owned Banks, large joint-stock Banks and foreign Banks, should focus on developing the applicable for these bank credit card products, as well as pursuing these Banks in the issue of high-end debit card is used on unionpay brand. For regional Banks, to guide its rich debit varieties, helping these bank business CARDS issued as soon as possible new varieties of bank CARDS. Through the marketing means expanding straight league market share, and guide commercial Banks use unionpay r&d payment in the field of new products; In the meantime, encourage Banks and independent third to accept market development, common do big bankcard industry.In promotional strategies, on market development and expansion, should mainly adopt with Banks, institutions and businesses joint marketing method, realize resources complementary advantages and enhance market development, penetration and competition ability, common development and utilization market opportunities.