| With the development of Internet technology,the universal application of intelligent terminals and the continuous change of users’ consumption concept,mobile payment has been concerned by the public.As one of the main promotion businesses of China Telecom,the launch of wing payment is to better apply mobile payment and e-commerce to public life,enhance the attraction of telecom users to use the product more and attract more new users to use it,so as to enhance the relevance between products and users and speed up the business development of telecom operators.The main goal is to reduce the disconnection rate of users and improve the utilization rate of users.In the fierce market competition,the original payment mode can not meet people’s increasingly diverse payment and settlement needs.Diversified payment methods have gradually become the main payment means used by the public.However,wing payment has a low share in the market and can not achieve the expected development goal.In this case,it is of great practical significance to formulate marketing strategies to promote the development of wing payment business of H telecom company.This paper takes the wing payment of H Telecom Company as an example.Using the current marketing situation of wing payment business of H telecom company,this paper deeply analyzes the problems existing in the marketing management process of wing payment business ofH telecom company.Firstly,it analyzes and summarizes the existing marketing situation of H Telecom wing payment business and the disadvantages existing in the marketing process of H Telecom wing payment business.Secondly,scientific analysis methods,including PEST analysis,Porter’s five forces model and SWOT analysis,are used to investigate and summarize the existing marketing environment of wing payment business of H telecom company.At present,the marketing strategy of H Telecom wing payment mainly has the following problems:first,the function of the product can not meet the expectations of users;Second,there is no significant difference in price compared with other products;Third,too old marketing methods,so that its development in marketing methods and channels is unbalanced.Imbalance of marketing development;Fourth,the marketing concept is old,the development of channel marketing is unbalanced,and the market research is insufficient.Fifth,the marketing promotion of marketing activities is insufficient,and the customer resource management is insufficient.Combined with domestic and foreign marketing theories,after fully investigating the business model of H Telecom wing payment business,this paper constructs a new marketing model from the perspective of H telecom operators and combined with traditional marketing strategies,and puts forward some targeted and feasible marketing strategies and Countermeasures for H Telecom wing payment business:first,develop product functions according to demand and implement differentiated pricing.Secondly,effectively integrate marketing channels,strengthen precision marketing planning and conduct sufficient market research.Third,pay attention to mining high-value customers and building a professional service team. |
