Research On Marketing Strategy Of Mobile Payment Services For Changchun Unicom

With the development of human society, the commodity trading means ofpayment and change it with many times. Now, the mobile Internet and Internet ofthings, and the rapid development of mobile electronic commerce produce mobilepayment. Mobile payment is a kind of new electronic payment way, it makes thecommercial activity of human escaped the constraints of time and space, make peoplein a mobile environment also can conveniently realize the payment. Mobile paymentis an interdisciplinary, cross-industry integration business, its good developmentprospects for the industry parties, as the industry, technology, business modelinnovation, further deepen cooperation parties fusion, mobile payment has theuniversal access to good industrial foundation and market environment. Nowadayspeople with work and life rhythm speeding up, the pursuit of convenient consumption,mobile payment huge space for development.During the period of the communications industry of the whole businesscompetition heats up, the competition between operators is more and morehomogeneity, customers and business growth, they are actively looking for newdevelopment, mobile payment will become a communications operators gellingcustomer and development the important means in the future. As an important part ofmobile payment industry chain, in the face of mobile payment because of the hugemarket potential, three major communication operators are actively layout, monkeyenclosure. Changchun China unicom as a local leading communication operator, howto promote mobile payment business, through mobile payment business developmentof new customers, retain old customers, achieve the sustainable development of enterprise, is this article focuses on the marketing development of the subject.Taking changchun unicom mobile payment business as the research object, usingliterature analysis, PEST analysis, interview method, SWOT and STP analysis, themarketing development of changchun unicom mobile payment business strategysystem, in-depth research.This paper first introduces the mobile payment business profile, the mobilepayment model are discussed in this paper, illustrates the changchun unicom mobilepayment business marketing present situation and the existing problems. Unicommobile payment business in changchun, then, the paper analyzes the development ofthe political, economic, social, technical and other macro environment andcompetition situation. Later, according to the target customer group characteristics ofthe different needs of mobile payment, subdividing changchun unicom mobilepayment business market, has been clear about the target market selection andproduct positioning, etc. Finally, gives the changchun unicom mobile paymentbusiness marketing combination strategy, namely demand oriented differentiation ofproduct strategy, price strategy, diversified channel strategy as well as a variety ofpromotional strategies and so on. Among them, the differentiated product strategyincluding product brand strategy, product portfolio strategy, product security strategy;Specific demand oriented pricing strategy for changchun unicom mobile paymentindividual user and group users against take different price strategy; Throughdiversified channel strategy including unicom and partners and so on variouschannels to expand mobile payment users and merchants; A variety of mobilepayment of advertising and sales promotion strategy includes the benefits and otherpromotions.