Research On The Marketing Strategy Of "Preferential Payment" Business Of SPDB Baotou Branch

With the continuous acceleration of the global economic process and the rapid development of the banking industry,mobile payment business has gradually become one of the most popular services among many banking businesses because of its low cost,high convenience,easy promotion and strong integration.State-owned banks,joint-stock commercial banks,local banks,rural credit cooperatives and other banking institutions have fully recognized the importance of developing mobile payment business.In April 2020,SPD Bank officially announced its strategic upgrade,fully implemented the non-bank ecological construction according to the strategic guidelines of Panorama Bank of the Group,and came into being based on the mobile payment business of SPD Bank’s mobile banking.SPD Bank’s "Preferential payment" business started late in Baotou area of Inner Mongolia,with a small customer base,and its development was far inferior to the mobile payment business of state-owned banks represented by "e-payment" of Industrial and Commercial Bank of China and large joint-stock commercial banks represented by "one-netcom payment" of China Merchants Bank.Therefore,how to forge ahead in the increasingly fierce competition,help the "preferential payment" business of Shanghai Pudong Development Bank Baotou Branch get rid of the development dilemma,break the marketing dilemma,and establish a marketing strategy that matches the business development is the main problem that the current Shanghai Pudong Development Bank Baotou Branch must start to solve.By investigating the current situation of Shanghai Pudong Development Bank Baotou Branch,this paper summarizes the current marketing problems and provides effective strategies for promoting the "preferential payment" business.Firstly,through literature and data investigation,the marketing status of the "Preferential payment" business of Shanghai Pudong Development Bank Baotou Branch is studied.Secondly,the interview method is used to summarize the problems existing in the current marketing of the "preferential payment" business.Thirdly,the PEST analysis method was used to investigate the marketing environment of the "Preferential payment" business,the competitive environment of the "Preferential payment" business was discussed by constructing Porter’s five forces analysis model,and the market competitive advantages and disadvantages,as well as potential peer threats and future development opportunities of the business were discussed by using SWOT matrix analysis to choose the correct marketing strategy direction.Then,this paper mainly uses the STP analysis method to subdivide,clarify and position the marketing market of the "Preferential payment" business of Shanghai Pudong Development Bank Baotou Branch,and then makes full use of the 7Ps marketing theory framework to formulate a marketing strategy in line with Shanghai Pudong Development Bank Baotou Branch.Finally,this paper plans the implementation steps of the strategy according to the marketing strategy,and then puts forward safeguard measures from the four aspects of technology,human resources,culture and finance to ensure the effective implementation of the marketing strategy.The marketing strategy research carried out in this paper will improve the marketing ability of Shanghai Pudong Development Bank Baotou Branch,help it avoid marketing shortcomings,make full use of its own advantages to achieve business growth,and provide reference for interbank financial institutions in formulating marketing strategies for mobile payment business.