Research On "Hejucai" Aggregate Payment Marketing Strategy Of China Mobile A Branch

With the continuous development of the Internet,people’s payment methods are also improving.Cash payment methods in the past have been gradually eliminated.At present,mobile payment has been recognized and accepted by the vast majority of people,which is also a symbol of social development and progress,and the market in this field is also expanding and developing continuously.As the first platform to enter the mobile payment market,Alipay has become the most important part of the whole payment field.At the same time,along with the continuous development of Alipay,other Internet enterprises have launched mobile payment products in order to comply with the development of the mobile payment market,and mobile payment such as wechat,Caipay and Jingdong have flourished,which also makes the explosive growth of mobile payment.Payment methods have been largely replaced by mobile payments.In the context of continuous development of mobile payment,banks,operators and third-party payment platforms have launched "aggregate payment" products to cope with Alipay,wechat,Jingdong and other mobile payments in order to develop the mobile payment market.In order to adapt to the market development,China Mobile A company also launched "Hejucai" aggregate payment products.This thesis mainly studies the incentive market competition environment,through various market analysis,optimize the existing marketing strategies to attract merchants to apply for the "Hejucai" aggregate payment product of China Mobile A Branch,so as to develop the market more rapidly in the fierce competition environment.In this thesis,"Hejucai" aggregate payment of A branch of China Mobile is taken as the actual research object.Firstly,related concepts of aggregate payment are elaborated,and the development status and characteristics of aggregate payment at home and abroad are introduced.Aggregate payment has been widely welcomed in China in recent years,but with the continuous development of the market,the standard requirements of aggregate payment are becoming higher and higher.The market is also becoming more competitive.In this thesis,STP theory and 4Ps theory are used to conduct an in-depth analysis of "Hejucai" aggregate payment of Branch A of China Mobile.At the same time,combined with the questionnaire survey of various merchants,we understand the actual perception of customers.Through the analysis and research,we find the existing problems of "Hejucai" aggregate payment of Branch A of China Mobile.Through relevant research in this thesis,it is found that QR code payment has been popularized in the merchant market at present,but with the increasing number of payment platforms,the problem of payment "fragmentation" has been accompanied by the development of mobile payment."Fragmentation" payment leads to the inability of various payment platforms to scan codes and communicate with each other,and aggregate payment can just solve this pain point.At the same time,due to the impact of the epidemic in the past two years,many merchants have problems such as the loss of old customers and the difficulty in expanding new customers.By analyzing the existing problems and combining various marketing theories,this thesis re-formulates the differentiation strategy of the target market,re-selects its promotion methods,optimizes the differentiation strategy of the product itself,makes up for the lack of product performance and enhances the price elasticity.Five aspects to achieve the improvement of market competitiveness,customer ability,and ultimately boost the promotion of "Hejucai" aggregate payment products.This study can not only help A company of China Mobile "Hejucai" aggregate payment to improve its competitiveness and maintain its leading advantage;At the same time,many analysis ideas and viewpoints in this thesis can also provide reference for other industries under similar environmental background.