Research On The Financial IC Card Marketing Strategy Of Agricultural Bank Of China,Guangdong Branch

Chip cards, also known as IC card, since the French in 1976 to create a product since the IC card, the technology has been applied to financial, communication, transportation, medical care, identification and other industries. Financial IC card chip as a medium that can store keys, digital certificates, fingerprints and other information, Can handle multiple functions simultaneously, offers cardholders more than one card with a bank card.With bank card chip trend is increasingly clear,domestic commercial banks have increased their chip card product development and promotion efforts. Guangdong Province as one of the country’s leading economic province,and Agriculture Bank of China as one of the listed state-owned bank, Guangdong Branch of Agriculture Bank of China starting in the early chip card applications, product research and development is always in the same industry leading position, but to ensure that the industry leader,to promote the realization of large-scale chip card, still further increase great efforts to promote the use of chip cards。This chip card from the general financial theory and practice starting, focusing on Guangdong Branch of Agriculture Bank of China financial chip card are analyzed, pointing out that its product innovation, promotional strategies, strengths to play,and propaganda, etc. shortcomings, the last of the Agriculture Bank of China Financial proposed development of chip card views of the author:To clear the whole line of promotional strategies; play to their strengths, to enhance cooperation, expand trade cooperation model, the promotion of financial IC card applications in different industries; the same time we will focus, in the mobile payment, specific areas of e-cash and non-financial characteristics of applications to obtain business opportunities, capture the market share; In addition, the need to increase the intensity of the IC card product claims.