Research On Marketing Strategy Of Bank Card Receiving Business Of Union Pay Business HB Branch

In the past 40 years of reform and opening up,with the rapid development of science and technology and economy in China,the level of national income has been constantly improving,people’s consumption concept and consumption consciousness have been increasing,and the public’s consumption payment habit is changing from cash payment to non-cash payment.Nearly80% of non-cash payments are paid by bank card,which has played a great role in the field of consumer economy in China.However,in recent years,with the gradual relaxation of China’s financial regulatory market,especially the rapid development of Internet finance and third-party payment market,the payment and settlement of bank card business has been challenged severely,and the market competition of bank card business has become increasingly fierce.Its competition not only comes from the competition between banks,but also from the competition of mobile payment,such as Alipay and WeChat,both from the traditional business competition pressure,and the impact of innovative payment methods and means.In 2016,with the promulgation of the "Notice on Improving the Pricing Mechanism of Bank Card Fees" issued by the National Development and Reform Commission and the Central Bank,the implementation of the policy of lowering handling fees,and the start of the "Central Rise Strategy" of the country,the major banks and third-party institutions in Hubei Province have taken advantage of the situation,and the rapid development of various businesses has made the market competition of bank card receipt business in the province increasingly fierce.In this context,in order to achieve sustainable and healthy development,UnionPay Business HB Branch must adopt more effective marketing strategies to consolidate and cultivate its market competitiveness,more actively respond to and participate in market competition,expand market share,and enhance the comprehensive receipt income.This is an important issue that the company needs to seriously consider and urgently solve.Therefore,this paper mainly uses the theory of marketing to analyze and study the marketing strategy of bank card receipt business of UnionPay Business HB Branch.Firstly,this paper systematically summarizes and analyses the background and significance of this topic,the related research status of bank card receipt business at home and abroad,the related concepts of bank card receipt business marketing and the related theories of market marketing,so as to provide a theoretical basis for the empirical research of this topic;secondly,it applies the marketing mix theory to the bank card business of HB Branch of UnionPay.The current marketing situation is analyzed.The research shows that the company has some problems in the marketing of bank card receipt business,such as insufficient innovative value-added services of products;rigid pricingmechanism;scattered marketing channels;imperfect promotion system;vague market positioning;and thirdly,using PEST,Porter’s five-force analysis model,SWOT analysis method,etc.to face the marketing of bank card business of UnionPay Commercial HB Branch.The environment analysis shows that the company is facing good development opportunities such as legal conditions,rapid economic development,improvement of consumer’s card-using habits and continuous renewal of innovative means of payment.But it also faces the challenges of increasingly fierce competition environment,emerging new payment methods and government’s strengthening pricing intervention.Although the company itself has strong advantages in policy,market share and professional talents,it shows insufficiency in technology R&D innovation and talent innovation ability.Finally,according to the marketing environment faced by Bank Card Receiving Business of HB Branch of UnionPay Business and the problems existing in the marketing of Bank Card Receiving Business of the Branch,this paper puts forward that the company should innovate the individualized product value and service,implement a flexible long-term and short-term pricing method,strengthen the combination of marketing channels,carry out all-staff promotion,and promote the issue of public relations.The exhibition’s "active marketing";make full use of big data to strengthen rights and brand marketing to optimize marketing strategies.Finally,the effect of marketing strategy implementation is forecasted and analyzed.This paper innovatively introduces the hot topics of Internet marketing,big data application,fan economy and traffic.Starting from the billing business of branch companies,this paper makes a further analysis and elaboration,which is different from the previous research topics.Through the research of this subject,we hope to provide operational marketing optimization strategies for the HB Branch of UnionPay Business to enhance its marketing ability of bank card receipt business,consolidate and cultivate market competition advantages,and promote the company to achieve sustained,healthy and stable development in the fierce market competition.At the same time,we hope to provide reference for similar enterprises.