A Study Of N Bank's Marketing Strategy On Two-dimensional Code Transactions

With the continuous development of mobile payment technology,mobile payment has become one important business sectors in China's financial industry.In 2016,banking financial institutions reported a total of 13.837 billion mobile payment transactions and a turnover of 108.22 trillion yuan,with a year-on-year growth of 205.86% and 379.06% respectively.N bank,as a city commercial bank,has in recent years vigorously carried out business transformation for the sake of its own development.Mobile payment,represented by two-dimensional code payment,is a key aspect in this process.At present,the number of N bank's customers using mobile payment has reached 101.2 thousand,including 21 thousand using two-dimensional code payment,and that of daily two-dimensional code payment transactions has achieved 41.3 thousand.Two-dimensional code payment has gradually become an important business channel to mobile banking.Nonetheless,from the current point of view,the business scope and brand awareness of N bank's two-dimensional code transactions is still too limited.Thus it is urgent to formulate scientific marketing strategy to boost further development of the two-dimensional code transactions.This paper at first makes a qualitative analysis of N bank's two-dimensional code transactions with the aid of relevant theories of marketing and market competition and through research methods of investigation,literature review and case analysis.The method of fuzzy evaluation is also employed in this process,only to find that there exist various problems in the marketing of N bank's two-dimensional code payment.For instance,the degree of product differentiation is low;the promotion method is unitary;the price advantage is small;the channel construction is insufficient.Then,we use PEST analysis to comprehensively analyze the macro and micro environment of N bank's two-dimensional code payment.On this basis,SWOT analysis is conducted to identify the internal strengths and weaknesses,as well as the external opportunities and threats.Finally,we use STP analysis to conduct market segmentation and target customers,and we employ 7P marketing theory to put forward suggestions on marketing strategy from the aspects of products,channels,price,etc.Effective measures on service guarantees,corporate culture,team construction,human resources construction,etc are also suggested after that.The findings of this paper provide strong support for further development of N bank's two-dimensional code payment transactions,and also provide a reference for peer business.The paper,in this sense,has intense practical or immediate significance.