Lakala Company’s Marketing Strategy Research In The Third-party Payment Business

In third party payment market, the presents competition are increasingly fierce. Based on the literature research at home and abroad, this research took Lakala as a study case.it analyzed the external competition environment of electronic commerce under the context of third-party payment industry (macro) and the internal operating status of Lakala (meso). And it investigated the consumers willingness of using third party payment products and its influencing factors by the means of questionnaire survey (micro). This research analyzed Lakala’s main problems existing in the marketing management from full range of macro angle, meso angle and micro angle. In the end, this research put forward the suitable marketing strategy system and its security strategy.Based on the theory and practice, the main conclusions about the third party payment industry and Lakala are:(1) The third party payment products using group are with the characteristics of younger, highly educated. And the third party payment product users are not high income groups. Besides Lakala’s market occupies rate is in the situation of "not up to those above, but above those below -- middling". (2) Lakala’s main purpose are credit card payments, payment of life; investment and financial management, leisure and entertainment are short board. (3) Consumers value the convenience and privilege of the third party payment products. In addition, time cost, marketing activities and advertising advertising can greatly increase consumers’ willingness to use Lakala.According to the results of the analysis, the mainly problems of Lakala in marketing management are as following:The segmentation market have advantages, but the overall market share is low; Operation system stale; market reaction speed is slow; Sales and operation maintenance personnel are more than fine; Lakala’s product cost is high; The product innovation ability is insufficient; also main business technology wall ridge is low. Based on the problem analysis, This article from the consumer, cost, convenience and communication, safeguard built in five dimensions, lakala in third-party payment business marketing optimization strategy system.