Research On Improvement Of Hunan Marketing Strategy Of POS Receipt Business Of Lakala Payment Co., Ltd.

With the rapid development of bank card business and payment industry,after the POS receipt business experienced the leap-forward development in 2012,China's third-party payment industry gradually formed a fusion situation of multiple offline and online payment methods.Enterprises with financial backgrounds are engaged in the offline POS receipt industry,which has led to a gradual increase in market competition.Lakala entered the Hunan market in 2008,but in recent years,the company's POS receipt business in the Hunan market has a far-reaching effect on the market share and brand influence.It has not formed an effective and sustainable strategy for merchant marketing.Affect the steady development of the company.The company urgently needs a strategy improvement plan for merchant marketing to guide it back to a normal and stable development track.Based on the marketing theory,this paper selects the POS receipt business in Hunan market as the research object.In the face of the overall development of the POS receipt business in Hunan market in recent years,the market share of Lakala is decreasing,and Lakala is combined.The strategic planning of the head office,from the macro environment of the Hunan market and the competitive environment of the industry,analyzed in detail the current situation of the Lakala POS receipt business in the Hunan market,and summarized the main problems in its marketing strategy.In addition,based on the advantages and disadvantages analysis,opportunity and threat analysis of Lakala POS receipt business in Hunan market,combined with SWOT analysis results,STP strategy design is used to rigorously carry out market segmentation,target market selection and market positioning,so as to construct the system.Lakala POS receipt business in the Hunan market marketing improvement strategy,using 4P marketing strategy theory around product strategy,price strategy,channel strategy and promotion strategy,and developed the implementation steps,from the talent team,network access process,risk Three aspects of control provide a strong guarantee for the implementation of improved strategies.The purpose of this paper is to improve the market share and brand influence of Lakala POS in Hunan,so as to realize the sustainable and stable development of the company.At the same time,I hope this study can provide reference for other third-party payment agencies to formulate and improve the receipt business marketingstrategy.