Development And Strategies Of Mobile Payment In Rural Areas

With the rapid development of mobile e-commerce technology and the maturity of 4 G mobile network, global mobile electronic era has arrived and boomed. The mobile payment began to be popular in People’s Daily life. This is not only the result of the development of science and technology to a certain degree, but also a kind of innovation in the form of payment. In remote and rural areas, which have a poor infrastructure and lack of financial services, the convenience and efficiency of mobile payment seem to be more prominent. It provides a new train of thoughts and ways in improving the rural financial environment and extending rural services.In this paper, theories and methods of the strategic management and marketing management were applied to analyze the development in rural areas and the problems in the promotion. This paper takes the agricultural prefectural-level city -- Xiao Gan as a case study to analyze mobile payment status and problems there and understand the strengths, weaknesses, opportunities and challenges in its promotion. Refer to the experience of other relevant countries; this paper puts forward suggestions to the problem, looks for reasonable ways to promote the development of the rural mobile payments in China, and explores effective ways to promote the payment development and build good environment for it.Through study of situation and countermeasures of the development of rural mobile payment, this paper hopes to put forward reasonable advices to promote the conveniences of rural mobile payment development, and may have certain significance in the construction of countryside payment environment.