Reaserch On Marketing Strategy Of E-Payaggregation Payment In Q Branch Of Chengde Bank

In China,mobile payment services have been widely penetrated into various scenes of residents’ daily activities and become one of the mainstream means of payment.With the rapid development of the Internet,actively promoting the aggregate payment business is Chengde Bank’s initiative to reform the payment settlement and order collection business,which also conforms to the trend and trend of "Internet +" and mobile payment in the financial industry.In order to accelerate the transformation of Chengde Bank to digital banking,the Chengde E-Pay aggregated payment service was born in 2019.In order to implement the strategy of the head office’s transformation to digital banking,Q branch of Chengde Bank actively promotes the development of aggregated payment business in Q region.This paper mainly takes the E-payment service of Q Branch of Chengde Bank as the research object.Through the analysis of the development status and marketing strategy of E-payment service of Q branch,it finds the problems and deficiencies in the marketing strategy,and puts forward the improvement strategy.Firstly,this paper introduces the background of the topic,research significance and relevant research status at home and abroad,and conducts in-depth research on relevant theories,which lays a theoretical foundation for the research of this paper.Secondly,analyses the faced by the bank of chengde,Q macro environment,industry environment,combined with Q branch current e pay business development present situation,through the questionnaire to find bearing pay business e marketing strategy,the problems of using 7Ps marketing theory,from product,price,channel,promotion,personnel,tangible demonstration,service process is analyzed,Find out the problems existing in the development of E-payment business of Q Branch and its future development direction.Finally,according to the above analysis,find the marketing strategy suitable for E-payment business in Q region,and put forward corresponding safeguard measures to ensure the implementation of E-payment business marketing strategy of Q branch of Chengde Bank from many aspects and multiple means.The research of this paper provides a theoretical basis for the development of E-payment service of Q Branch,and has practical guiding significance for the development of E-payment service.It will also lay a solid foundation for the financial digital transformation of Chengde Bank.