The Research Of Promoting And Marketing Issue On POS Acquiring Business In Postal Savings Bank Of China, Jilin Branch

Acquiring business is the contracting agencies or the bank provides the foreign currency clearing and settlement services to the businesses, where the cardholder credit card spending, bank settlement. The process is to obtained the transaction documents and transaction data from the businesses, deducting the cost to merchants after the transferWith the increasingly competitive financial markets, as commercial banks to expand their business, an important channel to increase revenue, POS acquiring business has been increasingly valued by commercial banks. Speed up the POS acquiring business development, for improving the postal savings bank card acceptance environment, improve the social image of postal savings banks, improve customer service capabilities, and promote the coordinated development of the business, sources of income, are of great significance.Postal Savings Bank of Jilin branch POS acquiring business has been fully operational since 2011, as of July 2011, the Postal Savings Bank of Jilin Branch of the development of more than 1,400 merchants, laying more than 1,600 POS terminals, of which the first five types of business (general business class) 790, in all categories the highest proportion of businesses, more than 50%, followed by second business (real estate, auto sales, wholesale) 436, other categories together accounted for less than 16%. Although the development of faster, but there are complicated business processes, approval for a long time, the customer experience is poor, the quality is not synchronized, quantity over quality, a greater degree of market saturation, limited space for development and other issues. I will be by country, province Market Analysis POS acquiring, POS acquiring business analysis of customer behavior and competitive analysis of the situation, trying to find solutions to Jilin Branch POS acquiring business problems.In domestic and province,the amount of bank cards grows rapidly , the gradual rise in the rate of live card, bank card market expanding. All of these are the environment for the development foundation of POS acquiring business.As of July 2011, Jilin Province, a total of 15 financial institutions in handling POS acquiring business, including, Construction Bank, Agricultural Bank and third party set up after the business has developed rapidly CUP obvious advantages, is acquiring the business market in the province Big Three, the three institutions together accounted for the stock market business for nearly 70%. The businesses of postal savings only 1448, the market share of less than 3%.From the transaction situation, 15 acquirer businesses are in accordance with the transaction amount pen obviously divided into three echelons, the postal savings is in the third echelon ,which is relatively large gap with the previous two echelons,and are lower than the provincial average.To solve the current problems faced by postal savings, we must first process optimization, and network operations will review the merger, streamline processes, and improve customer experience. Second, the implementation of preferential merchants brand management strategy, brand positioning to do preferential merchants, banks preferential business operating in the role, etc., to "preferential merchants developed" as a platform, through a variety of management tools for businesses gathered to provide customers with value-added services, and ultimately the trading volume and brand recognition of the bumper, from product management to brand management, so that the entire market (merchants and the cardholders) of the "Special Business family "platform-dependent. Third, from the interaction over a variety of promotional POS acquiring ancillary business development..