Research On Competition Strategy Of Henan Construction Bank's Mobile Payment Business

With the rising popularization of mobile communication technology and smart phone,the rapid integration of Internet and finance,mobile payment has become a convenient means of payment and developed in the global world.According to China National Ministry of Industry and Statistics' report,it shows that the number of current domestic mobile internet customer has reached to 820 millions,of which the mobile phone customers accounted for about 70%.According to the 2016 "China's payment and settlement industry operation report",domestic banks have handled13.837 billion mobile payment transactions in 2015,with an increase of 205.86%;It shows that there is a great development in the mobile payment market.Due to continual expansion of the third-party payment institutions and commercial banks,the market competition is gradually increasing at the same time.As an important role in the mobile payment industry,Henan CCB must seize the opportunity and make the right competitive strategy in the fierce market competition to obtain a certain market interests.By referring to a large number of domestic and foreign research literature and combining the relevant theories of competitive strategy,this paper firstly describes the related concepts and characteristics of mobile payment,and also makes a detailed discussion on the operation mode of the service of mobile payment and the relationship between bank and mobile payment.Then this paper analyzes the macroscopic situation,the industry and the internal situation of the Henan CCB mobile payment service business according to several strategic analysis tools and methods,such as PEST and the Five-force model.On the basis of the above research,this paper makes a research about the feasibility of different competitive strategies and finally adopts the QSPM matrix analysis to find out that weighted attraction of the differentiated competition is the highest,so this paper proposes the differentiated competition strategy as the first choice for Henan CCB mobile payment business.At last,based on the differentiated competitive strategy,the competitive strategy of Henan CCB mobile payment business is proposed by 4P and 4C theories.This paper analyzes the internal and external situation of Henan CCB's mobile payment business and proposes the strategic and suggestion of Henan CCB's development of mobile payment business.The purpose of this paper is to enhance the key competitiveness of region commercial banks in the field of mobile paymentbusiness,and to provide theoretical and reference for the development and research of mobile payment business of other commercial bank branches.