中国电信“翼支付”的市场再定位策略研究

发布时间：2021-01-21 11:12

　　移动支付是互联网金融在当前最为显著的特点,它的出现得益于我国电子商务以及移动互联网技术的快速发展。移动支付兼容第三方支付与移动互联网技术的特点,凭借跨越时间及地域界限以及安全性广为我国用户所接受和使用。目前,移动支付的主要运营机构有商业银行、联通电信等移动通信机构以及第三方支付平台。如今,以支付宝、微信为首的第三方支付平台占据了中国主要的移动支付市场,中国电信翼支付如何在激烈竞争中取得一席之地,值得我们去探讨。本篇文章选取翼支付进行研究探讨,首先介绍了相关理论知识,阐述了移动支付的定义、技术和价值。其次,分析翼支付的营销困境、优劣势和市场潜在机会,结合中国移动支付市场的发展态势得出翼支付的市场定位存在问题。随后,为翼支付市场重新定位提供策略优化。最后,基于以上研究,为翼支付在移动支付领域如何更好的发展,提供了 7P服务营销策略。 

【文章来源】：广东外语外贸大学广东省

【文章页数】：84 页

【学位级别】：硕士

【文章目录】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
LIST OF ABBREVIATIONS
Chapter1 Introduction
    1.1 Research background
    1.2 Research purpose and significance
    1.3 Research methodology
    1.4 Research contents
Chapter2 Literature Review
    2.1 Research on market positioning and re-positioning tactics
        2.1.1 Market positioning tactics
        2.1.2 Market re-positioning tactics
    2.2 Niche market theory
        2.2.1 The meaning of niche
        2.2.2 Current situation of research on niche market
        2.2.3 Research review of niche market
    2.3 Research on Customer Delivered Value Theory
    2.4 Research on electronic payment market
        2.4.1 Definition of mobile payment
        2.4.2 Research status of electronic payment
    2.5 Conclusion
Chapter3 Case Description
    3.1 Background of China Telecom Bestpay Co.,Ltd
    3.2 Development status of the company
    3.3 Analysis of the current marketing problems of the company
    3.4 Analysis of the marketing dilemma of the Bestpay business
Chapter4 Analysis of the competitive and opportunities of Bestpay market in China’s mobile payment market
    4.1 Development trend of China’s mobile payment market
    4.2 Competition pattern of China’s mobile payment market
        4.2.1 National team
        4.2.2 Industrial chain enterprises
        4.2.3 Oligarch competition camp
    4.3 Competitive disadvantages of bestpay
        4.3.1 Large gap with major competitors
        4.3.2 Lack of high flow inlet
        4.3.3 Low brand awareness
        4.3.4 Lack of innovation
        4.3.5 Multiple application functions but lack of differences
    4.4 Analysis of competitive advantages and potential market opportunities of Bestpay
        4.4.1 Competitive advantage of Bestpay
        4.4.2 Analysis of potential market opportunities for Telecom Bestpay
    4.5 Analysis on market positioning of Bestpay
Chapter5 Market Re-positioning Tactics of Bestpay
    5.1 Optimization of market segmentation tactics of Bestpay
    5.2 The basis of choosing niche markets for Bestpay
    5.3 Market re-positioning tactics of Bestpay
        5.3.1 Highlight own advantages and avoid strong enemies
        5.3.2 Provision of specialized and value-added services
        5.3.3 Capture market’s subdivided segment
Chapter6 Implementation of Market Re-positioning Tactics of Bestpay
    6.1 Product tactics of Bestpay service
    6.2 Price tactics of Bestpay service
    6.3 Channel tactics of Bestpay service
    6.4 Promotion tactics of Bestpay service
    6.5 Personnel marketing tactics
    6.6 Service process marketing tactics
    6.7 Visible display marketing tactics
Chapter7 Conclusions and Limitations
    7.1 Conclusion
    7.2 Research limitations and implications
References


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博士论文
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硕士论文
[1]中国电信翼支付市场营销策略研究[D]. 张鹏程.南京邮电大学 2019
[2]互联网金融背景下翼支付在广东地区的竞争战略研究[D]. 龙镇东.华南理工大学 2019
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[5]四川移动手机支付业务成功因素分析及建议[D]. 苏林.电子科技大学 2011
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[7]企业市场营销战略研究[D]. 王延玲.北京化工大学 2001



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