| In the field of mobile payment,although the third-party payment institutions led by Wechat and Alipay have a great advantage,commercial banks have not stopped their competition in this field,and market competition has become white-hot.Competition for reserves and a decline in deposit and loan spread caused commercial banks to alter their business model.Acquiring business,of great value for undertaking,ecological construction,and the customer attachment,is a significant source of intermediate business revenue.Based on the development situation of GS Bank’s mobile acquiring business in Xuzhou Branch,this thesis elaborates the current marketing situation of GS Bank’s mobile acquiring business and the actual needs of merchants through on-site interviews with marketers and questionnaires of merchants,and points out the prominent problems and causes in marketing.PEST analysis method is used to make a comprehensive analysis of the macro environment faced by GS Bank Xuzhou Branch.On this basis,combined with SWOT analysis,the external opportunities and threats,internal advantages and disadvantages of GS Bank Xuzhou Branch’s mobile acquiring business are fully analyzed.This thesis examines the GS Bank Xuzhou Branch’s mobile acquiring business through a marketing strategy mix,taking into account target market selection and positioning,product,pricing,channel,promotion,personnel,service,tangible display,etc.as per marketing 7Ps theory and STP market segmentation strategy theory.At the same time,in order to ensure the smooth implementation of marketing strategy,this thesis further explores the formulation of supporting measures from four aspects: finance,manpower,finish and risk control.Based on the thesis,it is suggested that GS Bank Xuzhou branch should base on the core needs of merchant customer base,set up a flexible team to receive orders,and provide the county,precision marketing and stratified services.At the same time,we should strengthen the scene construction of merchants,coordinate the artificial and intelligent,strengthen the linkage up and down,and advance the all-channel merchants to get customers and reach the marketing services.It has practical guiding significance to improve the core competitiveness of acquiring business. |
