Research On The Marketing Strategy Of Mobile Payment Acquiring Business Of China Construction Bank Y Branch

With the rapid development of mobile communication technology,the penetration rate of smart phones is getting higher and higher.Market demand promotes the rapid integration and continuous development of Internet and finance.Mobile payment technology is widely used around the world,and the payment scene is becoming more and more perfect.According to the China Internet network information center,by the end of 2018,the number of Internet users in China has reached 829 million,of which 98.6 percent use mobile phones to surf the Internet.Mobile phones have become the most commonly used Internet access channel.At the same time,in recent years,the mobile payment market is showing a rapid development trend,the number of payments,the amount of substantial growth,mobile payment receipt business has great potential for development.In this paper,by studying the current receipt business of CCB Y branch,the relevant concepts and characteristics of mobile payment are first introduced,several forms and cooperation modes of mobile payment are pointed out,and the STP strategy and the theoretical basis of 7Ps marketing mix studied in this paper are proposed.Second from the theoretical basis of this article as a starting point,analysis of China construction bank branch Y closed single internal and external environment and competition situation faced by the business development,through trade,unionpay and Meituan third-party platform advantages,points out the existing problems in the development of mobile payment Y branch,and according to the Y branch of the current mobile payment to receive a single business development situation,from the aspects such as product,price,channel,promotion as the starting point analysis the deficiency of current policy,and the construction of bank Y branch to carry out the feasibility of mobile payment to receive a single business were summarized systematically.Finally,based on the STP,marketing mix theory to the construction bank branch Y mobile payment single marketing present situation carries on the discussion of business,a single business development for mobile payment Y branch marketing strategy Suggestions,through strengthening internal management of Y branch,resource optimization means to ensure the smooth implementation of marketing strategy in the Y branch,improving Y branch in the local mobile payment market competitiveness,so as to realize a guest,for the comprehensive development of each business construction bank to lay a solid foundation.For other commercial Banks at the same time,the development of mobile payment services provide reference,promote Y branch line of mobile payment to receive a single technology breakthroughs and innovation,so as to quicken the steps of the branch business transformation development,enhancing core competitiveness Y branch in the local comprehensive,constantly improve Y branch level of business development and marketing ability.