Research On The Marketing Strategy Of China Telecom Bestpay

In recent years,remarkable achievements have been made in the construction of communication infrastructure in China.People's acceptance of the Internet has increased,and their lifestyle has changed.China's mobile payment is at the forefront of the world,Internet financing and Internet insurance has also entered people's lives.Bestpay of China Telecom has entered the field of Internet finance earlier.However,for many reasons,the Internet financial sector has fallen into passive.Under the new situation,the regulatory policy has become increasingly stringent and uncertainties persist.How to seize the opportunity,formulate reasonable marketing strategies and promote the future development of Bestpay is of great significance.Firstly,this paper carries on the related theoretical research and summary.Based on the current situation of the Bestpay Nanjing Branch of China Telecom Co.,Ltd.,this paper uses PEST analysis model,SWOT analysis method and 4P marketing theory.Among them,the PEST analysis model introduces in detail the political,economic,social and technological environment faced by Bestpay of Nanjing Branch,and has a good grasp of the macro environment of Bestpay of Nanjing Branch.In addition,SWOT analysis deeply expounds the strengths,weaknesses,opportunities and threats of Bestpay of Nanjing Branch,and lays a solid foundation for the formulation of subsequent marketing strategies through the analysis of micro-environment.Subsequently,relying on 4P marketing theory,this paper formulates marketing strategies from three major businesses: mobile payment,online financing and online insurance.The results of this study are as follows: 1.Deeply grasp the future development direction of Bestpay of Nanjing Branch;2.The advantages,disadvantages,opportunities and threats faced by Nanjing Telecom Wing Payment are discussed in detail.3.Formulate a set of marketing strategy of Nanjing Telecom Wing Payment 4P with high feasibility.