Research On Marketing Strategy Of Mobile Payment Business Of JH Branch Of Postal Savings Bank

With the development of Internet finance and the improvement of mobile communication technology,the way of human transactions has undergone tremendous changes.Since the initial exchange of barter,it has evolved to simply pay for the account by simply binding it to the phone.From the rapid development of China's mobile payment business,for the majority of consumers,mobile payment businesss have gradually changed the way consumers pay,making it an indispensable part of life.For commercial banks,the mobile payment business will become a new businesst,an effective tool for commercial banks to improve the stickiness between users,and at the same time realize the integration of online banking,mobile banking and other traditional physical settlement methods,and take advantage of different channels.Based on the combing of related literatures at home and abroad in recent years,this paper first introduces the relevant theories of marketing and related concepts of mobile payment and mobile payment business.Secondly,it puts forward the problems in the marketing process of mobile payment business under the Internet financial environment of the JH branch of the Postal Savings Bank,and uses the PEST Analysis,the Michael Porter's Five Forces Model analysis and comparative analysis method to locate the JH branch of the Postal Savings Bank.The macro environment,industry environment and market trends are analyzed.The analysis shows that the current mobile payment market has great vitality and development potential in the current Internet finance.Then use SWOT Analysis to analyze the advantages and disadvantages of the JH branch of the Postal Savings Bank in the mobile payment business,and analyze the opportunities and challenges it faces.Finally,the combination of target market analysis theory and 4P marketing theory,through the analysis of customer groups,market positioning,the marketing strategy of the mobile payment business of the JH branch of the Postal Savings Bank,which including: product innovation and improvement,the development of advantages Price,broaden marketing channels,and carry out diversified promotional activities.At the same time,in order to ensure the effective implementation of its marketing strategy,it also provides corresponding safeguard measures as a support.The research results of this paper help the JH branch of the Postal Savings Bank to rationally utilize effective resources and enhance competitiveness in the complex and ever-changing Internet market environment,creating more room for development for its mobile payment business.