Research On Marketing Strategy Of Zhi-e-Pay Aggregate Payment Business Of F Rural Commercial Bank

Mobile payment has occupied all aspects of people’s daily consumption,and the launch of Zhi-e-Pay aggregate payment product is an important measure for F Rural Commercial Bank to integrate with the mobile payment market.The product has the characteristics of multi-code integration,convenient registration,and free service fees.Once launched,it quickly opened up the market and had a certain market share in the local payment market.After the explosive growth of the number of newly registered merchants in the first two years,due to the fierce market competition,the insufficiency of the products themselves,and the uneven business ability of marketers,whether it is the slowdown in the growth rate of new merchants or the existing merchants,the lack of product stickiness of the F-Rural Commercial Bank indicates that the development of F Rural Commercial Bank’s Zhi-e-Pay aggregate payment product business has entered a bottleneck period.However,the reason why F Rural Commercial Bank develops smart Zhi-e-Pay aggregate payment is not only to expand its mobile payment market,but also to attract customers to its main deposits,loans and other businesses through this product.Therefore,how to discover the problems arising from the current development of the Zhi-e-pay aggregate payment business,analyze the reasons why the business development has entered a bottleneck period,and formulate corresponding marketing strategies and improvement plans for business development have become the current problems that F Rural Commercial Bank needs to solve.The thesis analyzes the business development status and marketing situation of Zhi-e-Pay aggregate payment product by reading domestic and foreign related theories,taking F Rural Commercial Bank as the research subject,and combining theory and work practice.First,the background and significance of this study are introduced,and the concepts related to aggregate payment and the related marketing theory on which this article is based are introduced.Secondly,by using the PEST theory and Porter’s five forces model to analyze the macro-environment and micro-environment of the development of F Rural Commercial Bank’s Zhi-e-Pay aggregate payment business,and use the SWOT analysis method to analyze the advantages and disadvantages of the Zhi-e-Pay aggregate payment product itself,development opportunities and related threats.Finally,after discovering the problems in the marketing process,based on STP theory and 7PS theory,this thesis selects a marketing strategy and formulates a marketing mix strategy for F Rural Commercial Bank,and points out that F Rural Commercial Bank should focus on information technology,financial,risk and other aspects provide relevant guarantees for the implementation of marketing strategies.The research results of this thesis have a certain reference value for F Rural Commercial Bank to develop the Zhi-e-Pay aggregate payment business and subsequent marketing,and help F Rural Commercial Bank to continue to promote its business in the local mobile payment market.In addition to paying merchants,it will revitalize the inactive merchants in stock,and use old customers to bring new customers to improve the competitive advantage of F Rural Commercial Bank in the local mobile payment field.At the same time,the further development of the Zhi-e-Pay aggregate payment business has brought a broader customer acquisition channel to F Rural Commercial Bank,which is conducive to boosting F Rural Commercial Bank’s deposit business and industrial and commercial,small and micro enterprise loan business,increasing the income of F Rural Commercial Bank will further improve the operating efficiency of F Rural Commercial Bank.