Research On Marketing Strategy Planning And Implementation Of Yi Bao Payment Company Limited

The rapid development of information technology and market economy has given rise to the rise of the third party payment industry.Under the background of lack of credit guarantee and banking system function,the emergence of third-party payment reduces the probability of credit risk to a certain extent,undertakes the important role of guarantee in the transaction process,and greatly promotes the fairness of market economy.According to authoritative data statistics,2017 domestic third party payment industry turnover amounted to more than 90 trillion yuan.At present,there are as many as third party payment enterprises in China,and only Alipay and WeChat occupy 200 of the market share.Faced with the pressure of industry giants,the rise of new talent and the squeeze of bank profits,how to make use of the existing advantages,existing technology and capabilities to carry out new strategic planning and implementation,and help Ebao Payment develop a new round of business development is a thorny problem facing the current enterprise development.By using literature research,inductive reasoning and case analysis,this paper takes Ebao Payment as the research object,and takes the planning and implementation of Ebao marketing strategy as the research content to carry out in-depth analysis and research.This article is divided into five chapters.The first chapter is the introduction,which elaborates the background,research objectives,research status,research methods and research content of the article;the second chapter is the theoretical basis,including the definition of the concept of third-party payment,marketing,marketing strategy,the operation process of third-party payment,common tools of marketing strategy analysis;the third chapter is the theoretical basis.On the basis of introducing the company and business scope of Ebao Payment Co.,Ltd.,this paper carries out enterprise macroenvironment analysis and competition environment analysis based on PEST,and analyses enterprise internal environment from the aspects of qualification,manpower,business and product.Next,from the conclusion of the external environment and internal environment analysis,it refines the strengths,weaknesses,opportunities and threats of enterprises,and carries out the SWOT analysis of Yibao Company.The fourth chapter is the main chapter.This chapter is based on SWOT quantitative model,according to elements determination-weight calculation-performance level score-comprehensive score calculation-drawing strategic quadrilateral-determining strategic type of thinking,through calculation and induction analysis to get the appropriate type of strategic development of enterprises,and finally from the mining of new identity authentication technology,improve product and service customization capabilities.The specific strategies and methods are studied in three aspects: strength and strategic alliance construction.The fifth chapter is the marketing strategy design based on 4P theory.Finally,the conclusions and prospects of the study are presented.Based on the SWOT quantitative model,this paper concludes that under the current external competitive environment and the existing resources of enterprises,Ebao Payment should choose striving strategy as its future strategic development direction,and at the same time determine the direction for the formulation of implementation measures.The innovation of this paper lies in introducing SWOT quantitative model into the process of strategic planning of third-party payment enterprises.The research ideas of this paper provide a complete reference for the third party payment enterprises to carry out strategic management.