Research On The Marketing Strategy Of China Telecom Wing Payment Service

In recent years,due to the rapid development of China's information industry,mobile terminal(mobile phone,PAD,etc.)is no longer simply limited to provide voice and SMS services,and other basic functions,but with people's daily life more closely linked.With the rapid development of communication technology,the integration of communication industry,finance and electronic commerce is being gradually extensive.With the rise of mobile payment industry,this new payment method will be a great impact on consumers in the future payment habits,and even the future of the financial industry will be a new change,affecting the development of the entire information industry.Data research firm IDC report shows that in 2017 the amount of global mobile payments will exceed $1000000000000.This means that in a few years after the global,mobile payment services will continue to show a trend of sustained and rapid.In 2011 the central bank issued third 101 party payment license,making the mobile business area of the increasingly fierce competition.Multiple payment companies have deployed mobile payment strategy and launch related products.China UnionPay and the three major telecom operators focus on the future trend,began to have the layout of the mobile payment market.At the same time,the three operators to obtain licenses,in the full business competition in the heat of the situation,the mobile payment to bring the user to maintain and continue to grow and can make its mobile phone to become the dominant position in the social payment instruments.So,this is bound to become a public operator will be bound to fight for a piece of cake.As a traditional mobile operator,China Telecom is facing the mobile business as the main strategy and the advantages of competitors,in the case of a late start,the pressure is huge,the challenges are unprecedented.Therefore,the development of its own mobile payment business is an imperative trend.Based on the theory and method of marketing,the paper analyzes the market situation,development trend,consumption demand and the existing problems of the wing payment service through the analysis of the macro and micro market of the China Telecom Corp.Then,from the perspective of the traditional marketing theory,the marketing strategy of China Telecom wing payment business is studied,and then the advantages and disadvantages of SWOT are analyzed,and the opportunities and threats are analyzed.Finally,a feasible marketing strategy is formulated based on the industry and market situation of 4Ps.The above research,on the one hand,has a certain practical significance for deepening the business transformation of China Telecom,the rapid occupation of mobile payment market,increasing the stickiness of telecom users,and further tap the customer value.On the other hand,the same types of enterprises have strong guidance and reference significance.