Research On Marketing Strategy Of Bank Card Acquiring Business Of Industrial Bank Changchun Branch

The national economy is generally stable,and real consumption keeps upgrading.The era of 5G is within sight.Under the background of ever-changing payment environment,order collection business is undergoing constant development and innovation.In recent years gradually tighter regulation,by the middle of the traditional bank financing business for business income reduced gradually,the bank liquidity decreased year by year,especially the slow part of the bank credit loan,loan,it is difficult to force Banks to transformation and upgrading,accept single business has gradually become the commercial Banks to promote growth in savings new breakthrough.Taking Changchun branch of industrial bank as the research object in this paper,on the bank charge sheet business in Changchun branch in Jilin province and the industrial bank system development present situation,through the data analysis shows that the charge list in the process of business development has exposed some problems to be solved,and connecting with the overall business mechanism,the personnel structure,Changchun branch business development model,marketing promotion measures such as actual situation analysis of the specific cause of the problem.In the analysis of business,this paper uses PEST theory to analyze the macro environment faced by the Changchun branch of industrial bank,and analyzes the opportunities and challenges faced by the receipt business of industrial bank in the political and legal environment,economic environment,social and cultural environment and technical environment.Through porter’s five forces model,the marketing environment of the receipt business of industrial bank is micro-elaborated,and the influence of suppliers,buyers,potential entrants,substitutes and existing competitors faced by Changchun branch is pointed out.SWOT model is used to comprehensively discuss and explain the advantages,disadvantages,opportunities and threats faced by the receipt business of Changchun branch.Finally,using the STP strategy determine the direction of marketing strategy,will receive a single market segmentation for building materials wholesale,general merchandise wholesale and retail,high capital precipitation amount retail,general life scenes four parts,selecting the transactions involve large sums of money,high trading frequency,a large quantity of funds to precipitate a few sectors as the main target market,market positioning in the forefront of way,the latest machines and tools,the most flexible pricing policy differentiation service provider,to strengthen the construction of the user scene,looking for a place in the segment of the market and industry.In this paper,intelligent POS,which combines bank card collection and scanning code collection,is selected as the main product of industrial bank in the next step."4 p" theory,this paper puts forward the continued ascension merchant services,adjust the product pricing,marketing activities,the development of divergent channels point of view,and based on consumer preferences and market development present situation and features as the carrier of the differentiated product portfolio strategy,product strategy,flexible floating price strategy and promotion strategy.In order to ensure the smooth development of marketing mix strategy,the implementation guarantee measures of marketing mix strategy including perfecting control system construction,improving business support and strengthening marketing promotion are defined.