Research On The Market Re-positioning Tactics Of China Telecom Bestpay

Mobile payment is the most prominent feature of Internet finance at present.Its emergence benefits from the rapid development of e-commerce and mobile Internet technology in China.Mobile payment is compatible with third-party payment and mobile Internet technology.In addition,it is widely accepted and welcomed by Chinese users due to its crossing over time and geographical boundaries as well as security.At present,the main operating agencies of mobile payment include commercial banks,China Unicom Telecom and other mobile communication agencies as well as thirdparty payment platforms.Nowadays,the third-party payment platforms led by Alipay and WeChat occupy the main mobile payment market in China.How China Telecom Bestpay can gain a place in the fierce competition is worth discussing.This article selects the Bestpay to carry on the research discussion,first introduced the related theory knowledge,elaborated the mobile payment definition,the technology and the value.Secondly,it analyzes the marketing difficulties,advantages and disadvantages and potential market opportunities of Bestpay,and concludes that there are some problems in the market positioning of Bestpay based on the development trend of China mobile payment market.Then,it provides tactics optimization for re-positioning the Bestpay market.Finally,based on the above research,7P service marketing tactics is provided for the better development of Bestpay in the field of mobile payment.