| In recent years,with the improvement of the material standard of living and the popularization of the mobile internet,people’s consumption habits are being restructured,and the characteristics of consumer behavior have also undergone significant changes.The market demand for mobile payment apps has also undergone significant changes.Based on this,in order to seize the market share of mobile payment,major banks and third-party payment institutions have launched mobile payment APP products to the market,The competition in the mobile payment market has entered a white-hot stage,but due to the huge size of commercial banks and institutional issues,the pace of the Internet has slowed,providing an excellent development opportunity for the Internet finance industry.The first mover advantage has been ceded to mutual fund companies such as Ant Financial Services.The information advantage of the traditional financial banking industry is occupied by mutual fund companies,and user credit information is scattered among major financial technology companies,unable to form a complete credit map.However,a single bank is unable to compete against third-party payment platforms,and banks can form a joint force or can work together to change the industry landscape.The mobile payment APP of Company U is being applied against this background.Actively laying out the mobile payment ecosystem is of great significance to the development of the payment industry.This article combs domestic and foreign mobile payment and marketing theories and research achievements,combines the current situation of U Company’s mobile payment APP business and marketing strategies,and deeply analyzes the problems and causes of mobile payment APP marketing strategies.At the same time,through SWOT matrix analysis,it conducts in-depth analysis and research on the internal and external strategic environment faced by U Company’s mobile payment APP marketing,and analyzes the external environment,It points out possible opportunities: the growing mobile payment market scale,the increasingly perfect mobile payment ecological environment,and the continuous optimization of the financial ecological environment.In the context of the vicious competition between We Chat and Alipay,the competitiveness can be enhanced through the user experience and service capabilities of mobile payment APP products;The challenges faced mainly include the subversion of traditional mobile payment services by the development of Internet mobile payment services,intense competition in the mobile payment APP business market within the industry,market occupation,difficulty in changing user habits,and the preemption of e-commerce platforms.The expansion of mobile payment APP has lost its momentum;In addition,Company U has the advantages of widely distributed cooperative institutions and merchants around the world,products that meet customer needs,national policy support,joint support from major commercial banks,and transaction payment security;At the same time,there are also disadvantages such as a relatively low market share,a single function that is not attractive enough,and insufficient drainage entrances.Secondly,through the design of a survey questionnaire,we can understand consumers’ objective evaluation of the marketing strategy of mobile payment APP and their real consumption needs.Through the data analysis of the survey results,we can study consumers’ behavioral characteristics and demand preferences for mobile payment APP products,and find the existing problems: First,mobile payment APP products lack characteristics and low user retention rate;Second,low customer satisfaction with promotional services;Third,the price strategy is not flexible and targeted;Fourth,the single marketing channel needs to be improved.Through in-depth analysis,it is found that the main reasons lie in the lack of product and service innovation management concepts,the need for further improvement of scenario content,and the ability to build brands in business circles,the inadequate training mechanism and incentives for marketing teams,the existing product pricing mechanism,and the emphasis on offline channels over online channels.Finally,based on the STP theory,the marketing strategy of Company U is formulated.With the knowledge of the marketing strategy and the 4P marketing theory,specific product strategy optimization,price strategy optimization,channel strategy optimization,and promotion strategy optimization are proposed for the marketing strategy of Company U’s mobile payment APP.To promote the smooth implementation of the marketing strategy optimization plan,specific safeguards have been proposed from four aspects: organization,talent,brand culture,and financial and technical support. |
