Research On Marketing Strategy Of SDCL City Card Company

City card project is another set of payment system based on IC card applicationfrom many industries paralleling to the bank card system. It can realize the functionsincluding： alternative cash function and information carrier of medical insurance, socialinsurance, public transportation, withholding the bill, financial consumption, water andelectric fees and some other similar things in the daily lives of ordinary people.Since June26,2006the formulation and promulgation of446announcementsformally approved by the State Ministry of construction the ‘construction of integratedcircuit（IC） card application technology’（Standard No. CJ/T1662006）, the majorityof cities began the construction of city card system, smart card market entered into thecompetition stage, the card industry of competition homogenization is serious. And theproduct of various enterprises converges. Price-war trend is obvious, but it has notformed a relatively mature industry mechanism. Although the people’s Bank of China in2010June announced the ‘non-financial institution payment services managementmethod’, and issued the third party pay license to the enterprise. To a certain extent theformation of industry barriers are forging, but overall city card industry is still in thegrowth stage.At present, the existing SDCL card marketing strategy is not perfect and mature; themarket positioning is not very accurate, lacks of competitive strategy to design effectivepromotion. All these cause the card to encounter some difficulties： such as unclearmarket segmentation and combination, not accurate market positioning, slow productdevelopment, narrow marketing channels, and lack of market promotion and salespromotion ways. Therefore, only to make the correct marketing strategy and imply, canSDCL card grasp this important period of strategic opportunities and remain invincibleamong many enterprises.In this paper, through the study of materials and the market marketing theory andexperiences, combined with current situation of marketing city card, it tries to study themarketing strategy of SDCL card. And then it combined the marketing managementtheory with the principle of universality with special situation of card products and SDCLcard company’s marketing situation that get the research and reprogramming SDCL cardmarketing strategies which aim to establish a complete marketing system of a generalframework for the company.By using the SWOT analysis it analyses the present situation of the SDCL card andits competitors. Also the external business environment, internal management status of SDCL card is analyzed, which is an important basis for the formulation andimplementation of the marketing strategy, and then it makes the strategic task, clearsstrategic aim, puts forward specific strategies and measures for the implementation of thestrategy.