Study On The Marketing Strategy Of CAT Company's Mobile Payment Business In Internet Plus Background

"Internet +" refers that network and information technology is widely penetrated in the traditional industries to promote transformation and upgrading of the industry and sustainable development of the economy.With the gradual development of the Internet and mobile communication technology,the mobile devices connected networks continues to update and widespread.The "Internet" + "payment" derived the electronic money,mobile payments,which have been used more and more deeply in the commercial society,and gradually penetrated into the residents of the daily life.Now as the mobile payment business representative application-City Card Project in many citys have been put into operation,its Application field covers the bus,subway,bicycle rental,gas station,parking lot,supermarket,convenience stores and other public places.In recent years,new technologies and new business models continue to pour in.CAT company,which runs the city card,faces many problems in the process of development.For example,the management idea is relatively backward,the target market is not clear enough,the interconnection is weak,customer service is not abundant and there is a certain degree of difficulty in the expansion of the payment scene.This research regards CAT company as the research object.On the base of introducing the theory which are related after reading a large number of literature and information,PEST model is used to explain the company's external macro market environment.The current national policy support the construction of smart city and local consumer have been developed mobile payment habits.Moreover card payment system technology has been matured and therefore X city has the external conditions to development Card mobile payment from the strategic planning and geo-economic aspects.Then the competitive environment of CAT' mobile payment is analyzed by using the Potter five forces model.The research holds that CAT faces the bilateral market in the development of mobile payment,which are both of consumers and industry application of enterprises needing to take into account.In addition,the other third party payment,such as We Chat,Alipay's strongly landing gives CAT market pressure,coupled with the local prepaid card,Union Pay cloud flash pay's competition,CAT's mobile payment services need to launch new products,extend the payment Application,improve customer experience,establish a corporate image and products brand.Furthermore by an analysis of the mobile payment business ability and the condition,this paper makes it clear that CAT company has many years of extensive resources,operational experience,and has gained the third party payment license issued by people's Bank of China.Then analyzing the customers of the company to target market segmentation and positioning by using the theory of marketing,it considers that young people and business travelers are key customers.Therefore,besed on that,it rolls out youth card,business card,and makes marketing strategy analysis.At last the paper puts forward the implementation and guarantee measures of the marketing strategy.In this research,it also fully digs CAT card mobile payment characteristics and bilateral customer requirements in Internet plus background by qualitative and quantitative method,helps CAT company to find new growth point of business,to form a new market development model with diversified products,reasonable prices,sound channels and perfect service.This study has practical significance and theoretical value.It has some practical guiding significance and theoretical value,which can bring some new ideas for the marketization of the mobile payment business of the city card industry,and provide some support for the construction of digital city and intelligent city.