The Research On Marketing Strategies Of A Branch Of Agricultural Bank Of China To Deal With Third-party Paymeny

The changing with each passing day of network and information technology has brought about rapid changes in the payment industry.The third-party payment seize the historic opportunity and push out innovative payment methods.From the initial role of acting as payment intermediary,providing credit guarantee,expanding the diversified service functions such as financial management,life service,loan,entertainment and so on.With a good service experience,it has obtained a large number of customer resources.For commercial banks,the rapid development of the third-party payment has brought impact on the traditional business and customer resources.At the same time,it has changed the original business concept and brought new opportunities to the business development.How to deal with the rapid rise of third-party payments has become an important issue that commercial banks need to constantly explore in practice.This paper first analyzes the macro-environment of the payment industry,meanwhile,expounds the development status of the domestic third-party payment business and the opportunities and challenges brought to commercial banks.Then,through the comparative analysis of the overlapping business between A branch of Agricultural Bank of China and the third-party payment business,this paper summarizes the advantages and disadvantages of A branch of Agricultural Bank of China compared with the third-party payment business.Next,the author collects information about the consumers' cognition and suggestion about A branch of Agricultural Bank of China and the third-party payment through the questionnaire form,and analyzes the problems in the marketing of A branch of Agricultural Bank of China comparing with the third-party payment.Based on the results of the questionnaire and the analysis,the paper puts forwardthe strategy of improving the optimization from the 7Ps marketing theory(product,price,place,promotion,people,physical environment,process),and puts forward some suggestions from the angle of the cooperation of A branch of Agricultural Bank of China and the third-party payment.It is hoped that through these strategy studies,the market competitiveness of related business of A branch of Agricultural Bank of China can be improved,and at the same time,it can provide reference for other traditional commercial banks to enhance the competitiveness of business market.