Marketing Management Research Of’bank Card Self-service Circulate Ioan

With the rapid development of social economy, the consumptive idea of people also is experiencing great changes. The emergence of bank cards to people’s economic life bring more convenience and benefits, especially credit card the popularization of adumbrative human consumption concept of the profound revolution. G Bank of Guangdong Province is a state-owned banking institutions, in order to further expand the rural financial market, the development of the banking card business, G bank has developed the" bank card self-help circulation loan" business, but this business promotion have not been developed for matching the marketing combination strategy.This paper first discusses the bank card business product marketing theory, analysis of the bank card business product marketing of subject and object, characteristics, theoretical foundation and develop trend, then the paper further analyzes the G bank card business marketing environment, including the bank card business PEST analysis, industry environment analysis and marketing present situation analysis in this paper, and then the G bank" bank card self-help circulation-" product market segmentation and positioning are analyzed. Finally, this paper put forward the actual G bank, G bank" bank card self-help circulation-" product marketing strategy combination. This paper draws the following conclusions:First, through to our country bank card business PEST analysis, China’s bank card business development political environment, economic environment, social environment and technical environment increasingly mature. Based on the G bank bank card business and industry environment analysis, Guangdong Province Rural Industrial and commercial development of G bank’s bank card self-help circulation loan product marketing provides a good regional development environment, through the five forces model analysis, the bank card market potential new entrants to more buyers for a supply of sth., higher capacity, have certain threat of substitute products, G bank card business’s main rival is the Bank of China, Bank of communications and the China Merchants bank.Second, through the Bank of G" self-help circulation loan bank card" products in the market positioning analysis, the current G bank" bank card self-help circulation-" products in the market positioning is not clear, homogenous phenomenon is serious. G bank should " bank card self-help circulation loan" service and function as the business marketing focus, and strive to improve the bank card self-help circulation loan business of intrinsic value. The Guangdong Province bank card market, competitors, autoimmune conditions of comprehensive analysis, G banks should further expand the " bank card self-help circulation loan" business brand awareness, strengthen network image construction, at the same time services to enhance the brand image.In third, according to G bank" bank card self-help circulation loan" business product marketing actual, put forward product marketing strategy. In product strategy, should highlight the characteristics of products, increase product added value. In the price strategy, should reduce the transaction costs, reduce bank card annual fee. On channel strategy, G bank in accordance with the characteristics of business the laying of outlets, by means of science and technology, expand distribution channels, expand wholesaler. In the promotion strategy, using G bank rural credit cooperatives personnel direct marketing, media publicity and promotion, public relations promotion, sales promotion and promotional bundles. On brand strategy, G bank strengthened the banking card self-help revolving credit brand positioning and brand design, and gives the connotation of excellent service brand.