| The rise of e-commerce platforms has given rise to mobile payment.In recent years,with the development of e-commerce platforms and the popularity of mobile terminals,mobile payment has developed rapidly and won the trust of consumers with its convenient,safe and efficient features.As China’s bank card association organization,China Union Pay occupies a core position in its bank card industry.In order to adapt to the new development environment and payment demand,under the guidance of the People’s Bank of China,China Union Pay launched "Cloud Flash Payment APP" in 2017.Together with Union Pay mobile flash payment and Union Pay two-dimensional code payment,it is one of the three major mobile payment products of Union Pay.Its market share is limited,and compared with third-party payment institutions such as Alipay and Tenpay,it has serious problems such as insufficient active users,too much investment in publicity and marketing and not obvious effect.Therefore,it is very necessary for China Union Pay Gansu Branch to make use of its own advantages and develop feasible "Cloud Flash Payment" marketing strategy and optimize it in the market with rapid growth but monopoly.Based on the above research background,this paper uses questionnaire survey,interview survey and secondary data analysis method to first describe the development status of "Cloud Flash Payment" of China Union Pay Gansu Branch in the mobile payment market in Gansu,and points out the existing problems in the current marketing.Secondly,PEST analysis method and Porter’s Five Forces model are used to analyze the macro environment and industrial environment of "Cloud Flash Payment" business of China Union Pay Gansu Branch,and SWOT matrix is used to analyze its internal and external environment.Finally,on the basis of the above,the target market segmentation and positioning,using 7Ps marketing theory to develop marketing strategy optimization measures,and put forward the implementation of the strategy in the process of safeguard measures.According to the research results,China Union Pay Gansu Branch still needs to further optimize the "Cloud Flash Payment" marketing strategy from seven aspects:strengthening product development,increasing promotion efforts,building online +offline dual channels,differentiated pricing,strengthening personnel team building,whole-process control and tangible display.And provide organizational structure,human resources,marketing resources,system support,incentive system guarantee measures.The optimization of "Cloud Flash Payment" business marketing strategy of China Union Pay Gansu Branch can not only improve the market share of "Cloud Flash Payment" in Gansu,but also improve user activity,maintain "Cloud Flash Payment" brand image and drive the development of other businesses of China Union Pay. |
