Research On The Marketing Strategy Of DR Company's Intelligent Payment Products

With the rapid development of Internet technology,the Internet has penetrated into all aspects of people's lives,but also greatly changed people's life style and life style changes also led to the changes in the business model,Internet plus has gradually penetrated into various industries,has become a new growth point of the new engine in different industries.The Internet plus payment of the achievement of a new intelligent payment industry,a great convenience to the public payment but also changed the mass consumption habits.Facing the new market and new opportunities,more than the Internet Co to enter the smart payment industry,traditional IT vendors joined,forming hundreds of manufacturers play situation.So in the face of the new field,a set of marketing strategies for domestic enterprises Internet plus payment industry standard is very important.not only for the development of domestic payment companies can play a guiding role in development,but also for such companies to participate in international competition,standardization plays important effect.In this paper,firstly,the background of intelligent payment industry is described and the research content and technical route are determined.Then,it introduces the relative concepts of marketing theory and intelligent payment in the field of Internet.Then the DR Company's internal and external environments were analyzed,and the SWOT map was obtained.At the same time,the target market selection for its intelligent payment products market segments,landing its market positioning.Then the product,price,channel,promotion strategy and the combination strategy of 4P elements are designed for the target market and positioning point of different stages.Finally put forward the guarantee of the implementation of the marketing strategy.This paper hopes to DR as a template,using the learned management,marketing knowledge,payment products for mobile DR company,for the macro and micro environment analysis,clear development status,DR smart payment products in the market situation,development trend,and in different segments of the market marketing strategy,through the theory of path STP find the product market and formulate a set of feasible marketing strategy.This paper wants to research on DR intelligent payment product marketing strategy,not only is the formation of the marketing strategy of the Company,also can achieve the intelligent payment industry marketing have a role model.