Research On The Strategy Of Improving The Activity Of Barcode Payment Merchants Of L Rural Commercial Bank

L Rural Commercial Bank is a county-level rural commercial bank wholly-owned by Q Bank in Xi’an,Shaanxi.Its strategic positioning is to serve agriculture,rural areas,and rural areas,and support agriculture and small businesses.In recent years,with the change of consumer payment behavior from cash payment to code scanning payment,the barcode payment business of L Rural Commercial Bank is particularly important in the development of Digital transformation.However,due to the early development of We Chat,Alipay and the bar code payment business of the four major banks,the bar code payment business of L Rural Commercial Bank started late.Although the share of merchants in the market has gradually increased,the activity of new merchants is low.Low activity has seriously affected the daily average deposit increment of L Rural Commercial Bank,restricting the growth of intermediary business income and the comprehensive promotion and development of other financial products,leading to a decrease in customer stickiness.Therefore,how to enhance the activity of barcode payment merchants has become a practical problem that L Rural Commercial Bank urgently needs to solve.This article is based on the STP theory,using literature analysis and questionnaire survey methods to study the key influencing factors of low transaction activity of L Rural Commercial Bank’s barcode payment merchants.Based on this,combined with L Rural Commercial Bank’s internal management system and assessment methods,improvement strategies to improve the activity of barcode payment merchants are proposed.The key influencing factors of low activity of barcode payment merchants were analyzed using survey questionnaire results.Analysis shows that the main factor leading to low activity of barcode payment merchants is that different types of merchants have different requirements for transaction rates,potential demand for financial products(financial services),risk prevention,and other aspects.Based on the above influencing factors and survey results,explore the potential financial needs of different types of barcode payment merchants,and propose improvement strategies and guarantee measures for assessment methods,service fee pricing,and services to meet the needs of different barcode payment merchants,thereby enhancing their activity.The research results of this article can provide important theoretical basis and methodological support for L Rural Commercial Bank to enhance the transaction activity of barcode payment merchants,and also provide reference for other financial institutions in the industry.