Research On The Marketing Strategy Of QR Code Payment In The Ordos Branch Of Bank G

In 2016,G bank launched a two-dimensional code payment product?The product is a mobile payment product combining online and offline information through the information identification terminal's scanning of two-dimensional code.With the development of the Internet and mobile finance,the O2 O business model is on track Businesses are becoming more and more Internet-based and consumers are increasingly accepting mobile payments.With the rapid development of mobile payments,the proportion of cash payments in transactions continues to decline,and the “less-cash society” conceived by economists is coming.G Bank is a state-owned commercial bank,which all kinds of business development are in line with the changes of the times and social needs.The two-dimensional code payment product is an important product for the bank to make financial transformation and embrace the Internet.The reason why G Bank to launch a two-dimensional code payment product is making full use of the favorable opportunity of the "Internet+" era,using it as a link to promote the financial transformation of commercial banks,attracting the customers,expanding the markets and maintaining the customers.The Literature review of this paper researches the existing commercial bank mobile payment will be summarized and concluded,and as a basis for the full text of the document.Through the SWOT analysis method and matrix model to analyze the reality of G bank Ordos branch's two-dimensional code payment product,then summarize the strengths,weaknesses,opportunities,and threats,we can find it has six shortcomings which are limited mobile client payment,small number of merchants,low level of business activity,low level of social awareness,low level of familiarity with client managers,and are and lacking marketing enthusiasm with client managers.The reasons for these deficiencies are poor generality of products,narrow marketing channels,mechanical pricing methods,single promotion methods,uneven marketing ability of marketing teams,and lack of marketing incentive mechanisms.Next,on the basis of 4P marketing theory,we can propose some measures to improve the marketing strategy of G bank Ordos branch's two-dimensional code payment product,that are promotion of polymerization pay,promotion of small programs,use of Internet thinking,optimization of usage scenario active offline training,adoption preferential of rates for stages,invisble price promotions and expansion of promotional scope.Finally,it is recommended that the smooth implementation of these measures be ensured by improving the assessment mechanism and increasing technical support.