Shanghai Telecom’s Mobile Payment Product Marketing Strategy Analysis

Mobile payment service, not only conforms to the mobile electronic commerce development trend, but also can bring user loyalty and value-added income to telecom operators. It is an important value-added service which telecom operators will promote in future. For operators, facing the huge business opportunities and fierce market competition which mobile payment brings, and all kinds of problems existing in the development of mobile payment, what strategy should operators take to promote the sustained and healthy development of mobile payment?Aiming at these problems, this paper takes Shanghai telecom’s mobile payment business as the research target, use the methods like the literature analysis, data analysis and the empirical case, and combined with a large number of marketing theory knowledge; make a in-depth research to business development strategy of Shanghai telecom’s mobile payment service.This paper first introduces the characteristics and classification of mobile payment, discusses the industrial chain and operation mode of mobile payment, and then the author analyzes macro environments of Shanghai mobile payment like political, economic, social, and technologic, etc. Also this paper analyzes the current development status and the competition situation as well as all kinds of problems of Shanghai telecom mobile payment.In this paper, the author analyzes the customers’ characteristics of Shanghai telecom mobile payment, determines the target market selection and product positioning, and gives some operation strategy suggestions from4Ps aspects, including product strategy price strategy, place strategy and promotion strategy.