Research On Competitive Strategy Of Wing Payment In Guangdong Under The Background Of Internet Finance

Mobile payment is the most remarkable feature of Internet finance at present.Its appearance benefits from the rapid development of e-commerce and mobile Internet technology in China.Mobile payment is compatible with third-party payment and mobile Internet technology.It has been widely accepted and used by Chinese users by crossing time and geographical boundaries and security.Wing Payment,as a mobile payment brand dominated by telecom operators,must choose an effective competitive strategy that is in line with the characteristics of enterprise development in order to strengthen macro-environmental policy supervision and reduce the intensity of industry competition with the concentration of market share.In this paper,by consulting the relevant literature and journals,we understand the research results and development of mobile payment at home and abroad,and summarize the newer viewpoints in the extraction.After introducing the latest development of mobile payment,third-party payment and wing payment in China,this paper makes a detailed analysis of the competitive situation of wing payment in Guangdong by using PEST,SWOT and Porter's five-force model.On the basis of this analysis,this paper puts forward the overall planning idea of the competitive strategy of Guangdong regional wing payment under the background of Internet finance,and combines three general competitive strategies to analyze the feasibility of the proposed competitive strategy planning,and puts forward specific implementation measures.Finally,in view of the proposed Guangdong Wing Payment Competition Strategy,we should adopt four measures: leadership attention,performance appraisal rewards and punishments,IT technology and financial management to ensure the implementation and landing of the Competition Strategy.Based on the above background,this paper puts forward the overall plan of Wing Payment Competition Strategy in Guangdong and several aspects that should be paid attention to in its implementation.Firstly,we should abandon the one-sided pursuit of the original cost-leading strategy,guide telecom users to use Wing Payment to pay for their consumption in the form of Wing Payment Voucher Return instead of the original telephone fee subsidy,and cultivate a group of loyal consumers who mainly pay for their living.? By focusing on the activity area,using users,subsidies and expanding professional scenarios,the differentiation strategy of four market segments can quickly open the market,improve customer flow and enhance the viscosity of old customers without additional cost.Secondly,in the long run,Wing Payment must create a core payment technology with unique operator characteristics that is difficult to imitate.On the one hand,operators should use channels to strengthen the corresponding technology and scenario matching,on the other hand,we need to speed up the construction of the local financial operation team and the corresponding evaluation mechanism.At the same time,in order to ensure the full implementation of the competitive strategy plan of winged payment,the following safeguard mechanisms must be established:(1)Leaders' attention to winged payment indicators will be the premise;(2)systems and KPI reward and punishment assessment mechanism as auxiliary means;(3)adhere to the technical support and improve the financial mechanism as the basis.