SD集团POS支付业务的营销策略研究

发布时间：2018-07-09 14:20

本文选题：POS支付 + SD集团　；参考：《西南交通大学》2012年硕士论文

【摘要】：随着POS支付行业在中国的兴起,在这个拥有万亿的市场中,竞争变得的日益激烈,POS支付市场竞争从过去单一的价格竞争和资金实力,转向以产品、服务、客户为导向的全方位竞争发展,使POS支付企业必须给予更多的考虑客户、市场、价值和营销策略。因此,如何制定和执行创新的营销策略、服务模式和运营模式已成为POS支付企业取胜的关键。POS支付企业必须立足长远,制定自身战略规划,在抢占商户的同时,了解和服务好客户,从技术、产品、服务和营销策略方面不断创新,提升自身的营销能力,提升开发综合性和增值性POS支付平台,满足客户个性化和多样性需求,为高端客户提供迫切需要的POS支付解决方案。作为国内POS支付企业巨头之一,SD集团近年来不断改革和创新,制定和实施了一系列的专业化服务标准,与高端客户合作,根据客户需求提供POS支付的解决方案,并且加强与各地金融分支机构紧密合作,在全国范围内抢占了很大的POS支付市场份额,取得了较好效果,但同时也暴露出一系列问题。因此,有必要对SD集团的POS支付业务营销策略进行全面深入的分析研究,为SD集团进一步完善和提升营销策略并提供实施保障措施。本文运用市场营销、PEST分析、迈克尔.波特的五力模型分析、SWOT分析法以及相关理论,分析了SD集团的POS支付业务营销现状,研究了SD集团的外部和内部营销环境,剖析了SD集团的优势、劣势、机遇和挑战,并进行了矩阵综合分析；运用STP营销定位分析法,通过对汽车与房地产行业、卖场类、物流类、零售店面类、连锁店面类、集合商城类、金融交易类、商旅类、电子商务类等细分POS支付市场以及目标市场选择和目标市场的定位分析；最后,提出了SD集团POS支付业务营销策略实施措施。在SD集团不断创新和改进营销策略与运营模式的未来,随着监管部门和立法机构不断完善行业规章制度,将会在巨大潜力市场的POS支付行业,实现产品多样化,服务专业化,运营流程化,管理现代化。
[Abstract]:With the rise of POS payment industry in China, in this trillion market, competition has become increasingly fierce. The competition in POS payment market has shifted from a single price competition and capital strength in the past to products and services. With the development of customer-oriented competition, POS payment enterprises must give more consideration to customer, market, value and marketing strategy. Therefore, how to formulate and implement innovative marketing strategy, service mode and operation mode have become the key to win for POS payment enterprises. POS payment enterprises must base themselves on the long term, formulate their own strategic planning, and seize the merchants at the same time. Understand and serve customers, innovate in technology, product, service and marketing strategy, improve their marketing ability, develop integrated and value-added POS payment platform, and meet customers' personalized and diverse needs. To provide high-end customers with urgently needed POS payment solutions. As one of the domestic POS payment giant, SD Group has been continuously reforming and innovating in recent years. It has formulated and implemented a series of specialized service standards, cooperated with high-end customers, and provided POS payment solutions according to customer needs. And strengthen the close cooperation with local financial branches, occupy a large market share of POS payment in the whole country, and obtain good results, but also exposed a series of problems. Therefore, it is necessary to conduct a thorough analysis and study on the marketing strategy of POS payment business of SD Group, so as to further improve and enhance the marketing strategy and provide security measures for SD Group. This article uses the marketing analysis pest analysis, Michael. Porter's five-force model analyzes SWOT analysis and related theories, analyzes the current situation of POS payment business marketing in SD Group, studies the external and internal marketing environment of SD Group, and analyzes the strengths, weaknesses, opportunities and challenges of SD Group. By using the STP marketing positioning analysis, the paper analyzes the automobile and real estate industry, the sales class, the logistics class, the retail store class, the chain store class, the aggregate mall class, the financial transaction class, the business travel class, and so on. Finally, the author puts forward the implementation measures of POS payment business marketing strategy of SD Group. In the future of SD Group's continuous innovation and improvement of marketing strategy and operation model, with the regulatory and legislative bodies constantly improving the industry rules and regulations, the POS payment industry in the huge potential market will achieve product diversification and service specialization. Operation flow, management modernization.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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