Research On Marketing Strategy For Mobile Payment Service MOMO Of M?Service JSC

The development of Information Technology has come up with benefits for a variety of sectors in societies.Recently,the phrase "Industrial Revolution 4.0" is mentioned not only in developed countries,but also in developing countries,including Vietnam.In the emerging wave of Industrial Revolution 4.0 it would not be enough if forgetting to mention the explosion of mobile telecommunication networks,mobile devices and mobile services.In particular,Financial Technology(Fintech)company is largely considered to play more important role in the financial industry in this era.One of the most successful Fintech services in the world is Mobile Payment(M-Payment).In the context of the rapid development of Fintech,along with the government-oriented roadmap,Vietnam is becoming a vibrant market with fierce competition between financial institutions and Fintech.This competition raises the importance of marketing for M-Payment services.Therefore,the author's thesis brings many contributions not only theoretical aspects but also practical aspects.Firstly,by the synthesis method,the author systematized the world-leading research on MPayment service as well as pointed out that the domestic research is currently modest.Secondly,through the questionnaire and conducting a survey with the sample of 778 respondents(194 respondents have used M-Payment),the author collected primary data from users in Vietnam which allow to assess the current market properly.By using the method of SWOT analysis,the author has pointed out weaknesses,strengths as well as the current opportunities and challenges of MOMO APP of M_Service JSC in Vietnam.Thirdly,the thesis has developed Marketing 4Ps and 4Cs strategy for MOMO service that focusing on individual customer.While traditional marketing strategy 4Ps includes Product,Price,Place and Promotion Strategy are used to reach older customers,who have a stable job and income.Modern Marketing is also known as Digital marketing strategy 4Cs includes Co-creation,Currency,Communion,and Conversation strategy are used to reach young customers who are willing to experimenting new technology.Finally,although there are some limitations in accessing data on the M-Payment market in Vietnam as well as limitations in research methods,the paper has contributed to the significant expansion of study in M-Payment topic.The thesis also suggested M_Service JSC some ideas for marketing MOMO more effectively in the future.