Research On Mobile Payment Marketing Strategy Of Agricultural Bank LC Branch

At present,mobile payment is rapidly integrating into people’s life and consumption.In its market,the exponential growth of non-bank payment institutions’business has caused a great impact on the banking industry,making banks incline resources to mobile payment business and expand the market one after another.Agricultural Bank of China(ABC),as an early banking institution in mobile payment product marketing,has gained many leading advantages,including the proportion of small and medium-sized customers in customer resources;the replicability advantage of product model;the type advantage of matchable products;the cost transferability formation rate advantage.However,there are also some problems,such as limited capacity of product technology development,fierce competition between the same industry and third parties,mobile payment product marketers,and less investment in human resources.In order to analyze and solve the problems in aggregate code marketing of Agricultural Bank LC Branch,this paper mainly analyses the macro environment of local marketing environment,such as economy,technology,society,policy and law,and micro environment of consumers and competing enterprises.At the same time,through SWOT analysis,this paper makes a detailed analysis of the mobile payment products of Agricultural Bank LC Branch,and finds that the advantages of this branch are embodied in payment methods,customer resources,security and capital scale;the main disadvantages are:marketing team,application scenario,and peer cooperation;the main opportunities are:mobile payment market rules.Huge scale and changing consumption habits lead to great market potential and rapid development of Internet technology.Willis mainly include:the third-party payment platform takes the lead,the formation of consumer usage habits,and the low acceptance of merchants.On the basis of the above analysis,the marketing strategy and effect of aggregate code of Agricultural Bank LC Branch are quantitatively analyzed by using the method of fuzzy evaluation.It is considered that the main problem in the current marketing process is the ambiguity of marketing strategy.The static and dynamic codes of the initial products make the rural small businesses less acceptable,and their market segmentation and positioning are not clear.Indeed,it leads to the lack of bright spots in products.Secondly,the current marketing still has the problem of lack of brand and marketing communication ability.No matter in the promotion of its on-site activities or in the process of network marketing,the brand slogan of Aggregate Code of Agricultural Bank of China has not been promulgated emphatically.In the process of operation,there is no sustained all-round publicity,especially in the marketing of new media such as Wechat Public Number,Weibo and Blog,which fails to highlight the unique advantages of Aggregate Code of Agricultural Bank,and the publicity and promotion efforts are obviously insufficient.As the touchstone for traditional banks to compete in the third-party mobile payment market,Aggregate Code of Agricultural Bank lacks brand appeal and core features,so it is difficult to attract more businesses and consumers to use it widely.Based on the above analysis,this paper puts forward relevant suggestions,formulates targeted marketing strategies,determines the market positioning of products and services,adjusts marketing concepts,emphatically launches experiential marketing,establishes the brand effect of aggregate codes,establishes marketing talent reserve and mining policies,builds professional marketing talent team,and establishes aggregate payment system.To enhance the comprehensive competitiveness of ABC in the field of mobile payment and significantly enhance customer loyalty.