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Research on Marketing Strategy of the Finance Social Security IC Card for Agricultural Bank of Jilin Province

Author: SunLiHui
Tutor: ZhangXiuE
School: Jilin University
Course: Senior management of Business Administration
Keywords: Financial Social Security Card Environmental analysis market segmentation Marketing Strategy
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 60
Quote: 0
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Abstract


Financial social security IC card is an important measure of national innovationof human resources and social security management mode and financial service mode.It is conducive to protect personnel to easily enjoy social security benefits andfinancial services. In the period of the twelfth five-year plan, Jilin province’s socialsecurity card number will reach20,000,000,which will cover more than70%of thetotal population of the province. At present,7financial institutions,Industrial andCommercial Bank of China,Agricultural Bank of China,Bank of China,ConstructionBank, Bank of Communications,Postal Savings Bank,Bank of Jilin,winning thebidding of distributing and releasing of financial social security card successfully.Personnel who attend to social security card will voluntarily choose the issuing bank.And so the competition will be very fierce.The Agricultural Bank of Jilin province, as one of the commercial banks toissuance of financial social security IC card,how to occupy the market share of socialsecurity card will be an important task. Therefore,it is necessary to put the relatedmarketing theory and financial security IC card issuing practice together. Applytheory to guide practice and make it a benefit. There are lots of theories worthlearning,such as marketing strategy theory,marketing tactic theory and marketingtheory of financial IC card.The financial social security card,provided by the Agricultural Bank of Jilinprovince,is integrated circuit provides self-service payment,information query,pension,medical expense settlement,training and employment service to the public.From a macro perspective,the national policy is supporting the development of financial social security card, the bank’s head office attaches great importance toexpand the financial social security card business. From the microscopic point ofview,the Agricultural Bank of Jilin province has the strength and experience to do it.And to carry out financial social security card business will lead to great significancefor the bank. The Agricultural Bank of Jilin meet the requirements of cooperativebank with the provincial Office of human resources and social security. Thecompetition is fierce in the finance social security IC card business.Financial social security card use crowd can be subdivided into three groups:theurban workers,residents as well as the “new agricultural insurance " insurancepersonnel. Therefore,at one hand,the Agricultural Bank of Jilin should take existingcustomers as the key target markets; on the other hand,it should take the farmers of“new agricultural insurance” as the main exploration target market. Positioning in themarket,the bank should make the customers believe the financial social security cardwhich issued by the bank is reliable social security card. It should make the customersfeel social security card is accompanied by the customer’s own growth. It should letthe broad farmer friend recognized bank issued financial social security card isfarmer’s social security card and social security card is beside the bank.The financial social security card which issued by the Agricultural Bank of Jilinshould use marketing strategy integrated. Firstly, accurate positioning of productstrategy. The product strategy should cover the full financial social security card usefunction; should system design of technical scheme of financial social security ICcard; should design the brand identity of the financial social security card differently;and to provide financial security IC card unique value-added services. Secondly, thehorizontal and vertical interleaved channel strategy. The bank should make full use ofexisting physical network to issue the financial social security IC card. It should makefull use of existing electronic network to issue financial social security IC card. Whileit should vigorously develop new channel to issue the financial social security cards. Thirdly, more flexible pricing strategy. Because the issue of financial social securityIC card is a livelihood project,the first time of issue a unified social security card tothe public should free of charge. Therefore, the bank should deposits income andother benefits through the issuance of financial social security card. Fourthly,avariety of promotional strategies. The bank should fully transfer the staff’senthusiasm to be marketing personnel. The bank needs to actively carry out variousforms of promotional activities. And the bank can bold plan interesting eventspromotions.In order to ensure the smooth implementation of the marketing strategy for issuethe financial social security card,at one hand the bank needs the support of relevantpolicies; and on the other hand, the bank need to be supported by related resources.We believe that at all levels of specialized marketing team’s leadership, andwith full participation of all staff in the marketing activities,through the mobilizationof all forces and all kinds of resources in the financial social security card issuanceand deposit marketing activities, the bank will achieve comprehensive victory inissuing the financial social security card.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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