| Wing Pay business is the mobile payment business of Telecom Group,and as an important grasp of China Telecom’s striving for transformation,it hopes to create an Internet financial ecosystem through Wing Pay business to help enterprises transform and upgrade and enhance their competitiveness.However,in the localization development of Gansu Telecom’s wing payment business,facing many competitors in the market,the promotion effect is unsatisfactory,and now it shows a state of weakness and faces big problems and dilemmas in marketing.Therefore,it is necessary to optimize the marketing strategy of the original Gansu Telecom wing payment business and develop a targeted strategy to reverse the development trend as soon as possible.This paper takes the wing payment business of Gansu Telecom as the research object,firstly,it composes the related concepts of mobile payment,elaborates the related theories of marketing,and researches and organizes the related literature of mobile payment marketing strategy.On this basis,this paper conducted an in-depth research on the current marketing situation of Gansu Telecom’s wing payment business in Lanzhou market through questionnaire survey method and internal staff interview method,and summarized the existing problems in the marketing,mainly including the lack of rich consumption scenarios,lack of differentiated pricing strategy,poor cooperation among channels,poor targeting of single promotion means,weak service ability of marketing staff,service process to be further improved,and poor physical display.The reasons for the problems are analyzed.Combined with PEST analysis model and Porter’s five forces model,the macro environment and industry competition environment of Lanzhou market of Gansu Telecom’s wing payment business are analyzed.Based on the STP analysis of Gansu Telecom’s wing payment business,the 7PS marketing theory is applied to put forward the strategies of improving product system and enriching consumption scenarios;adopting combination pricing and flexible pricing strategy;optimizing channel construction and strengthening synergy;enriching promotion means and implementing accurate marketing;optimizing personnel structure and improving service capability;strengthening process control and enhancing user perception;strengthening tangible display and creating To ensure the effective implementation of the marketing strategy,the company has been working on the optimization strategies in the following areas In order to ensure the effective implementation of marketing strategies,we have also formulated guarantee measures in terms of mechanism and system,human resources,marketing funds and technical capacity.This paper helps Gansu Telecom to develop a differentiated marketing strategy for its wing payment business to improve its competitiveness and accelerate the pace of transformation and upgrading,taking into account its own reality and advantages.It also provides some reference for the development of wing payment business in less developed areas and even in the whole country. |
