Construction Bank D Mobile Payment Business Marketing Strategy Research

With the rapid popularization of the internet finance,mobile payment business has achieved a development by leaps and bounds.In 2017,People's Bank of China released the general situation of the payment system operation that year.The number of and amount of money of the noncash payment business nationwide in 2017 was 160.878 billion and3759.94 trillion yuan respectively,rose by 28.59% and 1.97% respectively compared to that of 2016.Among them,mobile payment business increased quickly.The number of and the amount of money of the mobile payment business in 2017 were 37.552 billion and202.93 trillion yuan respectively,increased by 46.06% and 28.80% respectively compared to that of 2016.In the mobile payment business,the competition of commercial banks with the third party payment platforms such as the internet company is under more pressure.The third party payment platform including internet firm obtains the consumer preference,interests and hobbies and other data of the customers through its own platform which provides customers with mobile payment business service so as to realize pointed customer expansion,customer promotion and precision marketing and achieve great success,severely impacting on the existing business pattern of traditional banking industry.D Branch of China Construction Bank(CCB),as the important participant of mobile payment business,strives to develop the mobile payment business and it is the foundation of CCB 's transformation.How to seize the opportunity and study out a marketing strategy that fits the development of D branch bank in the environment where the competition is increasingly white-hot is the priority for D branch bank of CCB to occupy the market shares of mobile payment.This article makes clear the influence factors,business models,problems and development countermeasures of the mobile payment business and other researching conditions by teasing out the existing documents at home and abroad of studying the mobile payment business.This article uses SWOT analytical method to analyze the macroscopic and microscopic marketing environment faced by the operation of the mobile payment business of D branch bank of CCB in order to get the advantages,shortcomings,opportunities and threats of the mobile payment business of D branch bank,its advantages include customer resources,payment channels,security assurance and so on while the shortcomings include product innovation,application scenarios and customer experience;its opportunities lie in great development potential,rapid innovation in the mobile payment technology,continuous improvement in the mobile payment infrastructure while the threats lie in imperfect related laws and regulations,customer resources loss,intensifying competition in traditional payment service market and so on.Based on the status quo and problems of the current development of the mobile payment business of D branch bank of CCB,that is to say,though the present situation of the mobile payment business of Dbranch bank of CCB is developing quickly,there are still problems such as the lower share of active customers,imbalanced regional development in it,this article puts forward the marketing strategy of the mobile payment business of D branch bank of CCB.In product strategy,it should design differentiated products for different customer groups.In price strategy,it should make discount pricing and cost pricing.It should mainly implement the physical channel,online channel,smart teller machine channel and channel coordinated strategy.By special offer and advertising,it can implement promotion strategy of the mobile payment business and attract the targeted customers with a form of high quality,discount and novelty.It could implement the mobile payment business personnel strategy of D branch bank of CCB by strengthening its staff's quality and business knowledge professionalization.It could implement the mobile payment business visual exhibition strategy of D branch bank of CCB by building a ideal service environment,service of the staff in place,regularly holding the activities like financial knowledge enters tens of hundreds of families.It should improve the customer satisfaction and optimize its service process by improving service flexibility and it implements mobile payment business process strategy of D branch bank of CCB by reinforcing the follow-up service.In order to guarantee the effective implementation of the mobile payment business marketing strategy of D branch bank of CCB,this article puts forward four safeguard measures including improving institutional framework,establishing an incentive mechanism,strengthening financial guarantee and intensifying technological guarantee to make it stand out from many commercial banks of the same kind and lay a foundation for its future healthy development of mobile payment as well as playing a reference function for the mobile payment business of commercial banks in other areas.