The Research On Market Competition Strategy Of Yunnan Union Pay's Mobile Payment Roducts

China Unionpay is a main bank card organization in China.In the era of card-based payment,Unionpay plays a core and pivotal role as a leader,promoter and coordinator in the development process of China's bank card industry.With the progress of science and technology,the development of mobile communication technology and rapid upgrading of mobile Internet infrastructure,personal mobile payment businesshas been developing rapidly.The way of payment changes gradually from the card-based to account migration.Mobile payment methods,such as mobile phone payment and QR code payment,which rely on mobile communication terminals,have formed an obvious alternative to bank card payment methods.Unionpay,which plays a core and pivotal role in the era of payment,faces severe challenges in the competition in the era of mobile payment.To promote the various provinces and cities of the country's bank card industry development,completes the provinces of the nation's banking institutions such as the cooperation and service,in addition to headquarters related functional departments,China Unionpay set up branches in 36 provinces and municipalities,there is one of the branchin Yunnan province,that is responsible for all work of the China Unionpay in Yunnan to the ground.Firstly,this paper analyzes the transformation of the payment industry and the competition pattern China Unionpay is facing,introduces the strategic positioning and development tasks of China Unionpay,and discusses the "competition and cooperation"relationship between China Unionpay and institutions in the new competition.Yunnan Unionpay is an integral part of China Unionpay.The reform of the payment industry and the change of the competition pattern faced by China Unionpay are the macro environment for the development of Yunnan Unionpay.The strategic positioning and development task of China Unionpay is the development direction of Yunnan Unionpay.In terms of the relatively limited market of local market.Yunnan Unionpay,as a functional branch of the overall business of China Unionpay,should and can make active contributions to its development.Therefore,this paper reviews the development of Yunnan Unionpay,elaborating the external environment of Yunnan Unionpay,and analyzing the resources and capabilities of Yunnan Unionpay in the development of mobile payment business through PEST analysis,SWOT analysis and other methods.On this basis,based on the characteristics of Unionpay's mobile payment products,this paper puts forward the competitive strategy for Yunnan Unionpay to develop mobile payment business and promote mobile payment products locally,namely the implementation path of landing promotion.Based on the author is a Unionpay staff,author hope that through the payment industry change its competition ability Unionpay in Yunnan local development in this paper,discussing Yunnan Unionpay mobile payment products effective strategy for the development of competition,thus to fierce competition in the mobile payment environment,formation has a reference value for the company's business development plan and the advancement strategy.