A Study On The Marketing Strategy Of Acquiring Business Of Q Bank

With the rapid digitalization of merchants and the popularity of mobile payment transactions,the competition for acquiring business in the market is becoming more and more intense.Compared with traditional bank of card acquiring business,at present,the acquiring business under the background of mobile payment has the advantages of low cost,good user experience,strong customer stickiness,and the deposit of merchant capital is mostly the demand deposit favored by banks,which is an important tool for commercial banks to obtain customers and deposits.As a city commercial bank,Q bank has unique competitive advantages in business receipt business competition,such as safe fund settlement,high customer trust,good market reputation,etc.But at present,there are some problems,such as the rule of law,the lag of market reaction,the sharp decrease of merchants receiving orders and the slow increase of assets.This article takes Q bank as the research object,on the basis of combing the relevant literature at home and abroad and the marketing strategy theory of acquiring business,this paper makes an in-depth study of the industry competition environment that Q bank faces in the process of developing its bill-receiving business by using porter’s five-force tools,and analyzes the current development situation and existing problems of Q bank’s bill-receiving business in combination with the internal environment,finally,using STP strategy for market segmentation and positioning,and it clear target customers for the current stage of the online small and medium-sized businesses,and to provide them with payment Qr Code and Smart Pos machine services.Because the acquiring business belongs to the service marketing category,this article uses the 7Ps marketing strategy,from the product strategy,the price strategy,the Channel Strategy,the Promotion Strategy,the personnel strategy,the tangible display strategy,the process management strategy seven aspects has formulated the Q bank marketing strategy marketing strategy implementation measure.At the same time,this paper puts forward marketing strategy guarantee measures from three aspects of perfecting organizational structure,technical innovation guarantee and strengthening talent management,in order to solve the current problems of Q bank’s bill collection business,and realize the compliance and steady development of Q bank’s bill collection business.