Research On Marketing Strategy For A Bank Online Payment Products

It's more important for electronic commerce of the new trading patterns with the rapid development of the Internet,and it also impacts people's shopping habits and lifestyle.A core issue is whether funding can smoothly flow for E-commerce's healthy and sustainable developing.It is an important reason to promote China's third-party Internet payment as well as its birth,development and growth.Secure and reliable online payment can break the traditional pattern of financial flows,make money in the form of electronic information circulate on the Internet,which plays a key role in the success of e-commerce activities.As traditional domestic banks leaders,A bank is to enter the Internet in the financial sector,especially in the field of online payment services.It accumulated experience,had a certain influence in the same industry,and began to actively embrace the Internet thinking.From online and offline,A bank tied to innovate products and services,and optimize strategies and tactics.But compared with the third parties,their products and services cannot fully meet market and customer needs because of certain limitations.Firstly,third-party payment services at home and abroad were compared and we analyzed A bank online payment business product marketing situation and problems,and analysis marketing environment that A bank faced with PEST analysis and SWOT.Through the questionnaire we help A bank to product market segmentation,market targeting and a clear market positioning.On this basis,We combines 4P marketing strategy and the bank's online payment products and proposed marketing strategies.We sought for a suitable bank online payment way of marketing products,in order to improve management and profitability for A bank.