With the popularization of mobile terminals,the continuous innovation of online payment services of Banks and third-party payment platforms,mobile payment is experiencing a rapid promotion process in China.The emerging payment methods bring new experience to consumers and cultivate new payment habits.In recent years,the scale of mobile payment market has exceeded 4 billion yuan,and the trend continues to rise.More and more domestic and foreign enterprises are participating in the market competition,and the competition of mobile payment platforms is more fierce.Facing the complex and changeable market environment,it is very important for mobile payment enterprises to identify the factors that affect user stickiness,so as to improve the perceived value of users and enhance brand stickiness.Based on the theories of mobile payment,user stickiness,perceived value,perceived risk,etc.,this study takes Alipay as an example and analyzes and studies the influencing factors of brand stickiness of Alipay in combination with its stickiness status.This study mainly sorts out and analyzes the perceived value and perceived risk.Perceived value is divided into perceived gain and perceived loss.Alipay’s current brand image,established credit system and pioneering payment scenarios can bring positive reinforcement to users’perceived benefits.At present,Alipay has made some achievements in these factors,but there is still a need for improvement and strengthening.In chapter 4,this study puts forward targeted Suggestions.In terms of perceived profit and loss,the cost of gradual increase and the risk brought by the characteristics of mobile Internet have both the personality characteristics of Alipay and the common problems of the whole industry.Therefore,the analysis in this aspect can not only provide Suggestions for Alipay,but also provide references for other mobile payment companies.In addition to the internal reasons for Alipay,there are external factors to bring strong interference.In the theory of perceived value,the greater the perceived value of the substitutes,the worse the stickiness will be.Therefore,the threat posed by Alipay’s powerful rival WeChat payment cannot be underestimated.On the other hand,in recent years,frequent network frauds such as stealing the balance of Alipay accounts and privacy leakage have improved users’ perception of risks,leading to a reduction in stickiness,thus reducing users’frequency of use or using platforms with higher security coefficient.Finally,based on the above analysis,this paper puts forward five marketing Suggestions in two directions on how to enhance the brand stickiness of Alipay:stick to cultural resonance and strengthen brand image;Differentiation positioning,make up for the lack of social board;Precise service to improve user experience;Simplify rules and reduce perceived costs;Optimize design and control risks at source.Therefore,this study is innovative and practical. |