Pax Pos Marketing Strategy Of China Unionpay

China UnionPay domestic financial POS is the largest procurement buyer purchasing a total of 250K units in 2008, more than 35% from gross domestic purchases, of which 145K from PAX company, accounted for 58% of it's purchases. PAX, in 2008, a total sales 260K units of all types of POS, about 56% sales to UnionPay, is PAX's important customers. China UnionPay, because of its great demand for the POS each year, have been a focus of competition in the market.Early in 2009, on the one hand, China UnionPay Corporation, the company's strategy adjust from former first consider whether to seize the market than obtain profitable business to the profit of the branches as an important indicator of assessment, so, POS procurement volume will certainly be affected; on the other hand, re-filter short-listed for the tender selection. In the original short-listed five brands: PAX, NEWLAND, LIANDI, Lipman, and XINGUODU, NEWLAND products have been removed by China UnionPay because of its quality and price factors, XINGUODU from limiting the sale of six branch offices, opening market to the nation, and products model change of the short-listed manufacturers, as a result, pattern of national competition in the market has changed. PAX, for 2 consecutive years as the Chinese UnionPay largest procurement company will be confronted with new competitive position, and how to maintain a leading position must be taken into account.Based on the new pattern of China UnionPay market analysis, comparing the advantages and disadvantages of all major competitors, combined with domestic and foreign financial POS development trends, use of marketing-related theories and analysis techniques, such as "STP", "4Ps", "CS" and "SWOT" analysis, writer proposes PAX portfolio strategy from market segmentation, channel, services, industry and other aspects of the joint marketing to enable PAX, in China UnionPay, the China's largest POS market, continue to maintain a leading competitive edge. In this paper, a large number of charts, integrating theory with practice, with strong operational and practical significance, PAX will be provided some reference value in the future of marketing for a period of time.