Research On Marketing Strategy Of Baoding Mobile Andpackage Payment Business

With the rapid development of mobile Internet and mobile communication technology,the popularization rate of smart phones has been improved,and the integration of communication,finance and e-commerce has made mobile payment become a hot spot.Data shows that the number of third-party mobile payment transactions in China reached 98.7 trillion yuan in 2017,with mobile payment accounting for 78.5 percent.Although the mobile phone market has been Alipay-and-WeChat occupied 90% market share,formed a duopoly market,but due to the size of the market is enough big,including major Banks,unionpay,three carriers,jingdong and other Internet companies and handset makers are still invest their resources to join the market competition.As for the three telecom operators in baoding city,with the arrival of traffic management and mobile Internet era,especially after the state council made clear requirements on speed increase and cost reduction,the market competition means and resources of the three parties were obviously homogenous.The scale development of mobile payment business can not only directly increase the company’s economic benefits and brand benefits,but also enhance customer stickiness,improve customer satisfaction and customer value contribution,reduce the company’s marketing cost and expand business marketing channels.It’s no exaggeration to say that in the near future,the more dominant the local mobile payment ecosystem will be,the more dominant the overall market will be.In view of the above background,this paper takes Baoding Mobile and Payment Services as the research object,using literature analysis,case study,qualitative analysis,SWOT and PEST analysis methods,carries out the development status of Baoding Mobile and Payment Services marketing,external development of the macro and micro environment,their strengths and weaknesses,as well as the opportunities and challenges they face.Through systematic and in-depth research and analysis,this paper puts forward the development strategy of focusing on the user base of its own stock,not following the competition in the field of pure payment,increasing the combination of its own business and payment,and rapidly expanding the scale of users.On this basis,combined with STP marketing theory and 7P marketing theory,targeted marketing strategy suggestions and safeguards with strong feasibility,operability and reproducibility are put forward.