Research On Marketing Strategy Of Cloud Flash Payment Products In Union Pay Business S Branch

With the rapid development of society,the speed of information technology’s iteration accelerated in recent years,and mobile payment has become the most common payment method for Chinese consumers.In the field of Chinses mobile payment industry,the advantage of monopoly competitive between Alipay and We Chat is obvious.The two companies launched QR code scanning for payment earlier than the banking industry.With the third-party payment coming deep into residents’ lives day by day,mobile payment is gradually swallowing the traditional bank card clearing,transfer,transaction and payment business which CUP(China Unionpay)lives by.As an institution strongly supported by the regulator-the people’s Bank of China,CUP launched the Union Pay APP at the end of 2017 and used it as a payment portal to make every effort to develop mobile payment business.CUP strives to increase the number of users of Union Pay app and its payment transactions,which focuses on building a well-known brand of mobile payment.Firstly,the article introduces the development overview and current marketing strategies in S CUP branch,Union Pay app and Union Pay in S city,and finds out the problems of the current Union Pay in S area marketing strategy,like insufficiency of the user viscosity,the lack of timely and effective publicity.The coverage of payment scenarios is also not comprehensive,and the publicity initiative is not strong.At the same time,it shows why the problem exists,that is,the online application field is not comprehensive enough,and the marketing publicity is not targeted.Meanwhile the small and micro businesses are despised,and the marketing construction is not paid enough attention.Secondly,this paper makes a comprehensive and detailed analysis on the marketing environment of Union Pay in S area by macro environment analysis(PEST analysis),industry competition environment analysis and SWOT analysis,and subdivides and positions the current market according to the analysis results and 4C theory.Then adjusts the consumer strategy,cost strategy,convenience strategy and communication strategy,which are to expand functions to meet the diversified needs of users,optimize products and services to improve user experience,reduce the cost of merchant operation and time,expand offline and online payment scenarios,carry out aging services,enrich publicity and communication carriers,establish a good brand image,enhance the ability of marketing personnel,etc.Finally,in order to ensure better implementation of marketing strategy,this paper formulated the corresponding safeguard measures according to the Union Pay in S area existing marketing problems,including consciousness guarantee,capital guarantee,personnel guarantee and technical guarantee,which will escort the marketing promotion of Union Pay in S area in the future.