第三方移动支付营销组合策略的研究

发布时间：2018-06-04 13:34

本文选题：第三方支付 + 移动支付　；参考：《北京邮电大学》2013年硕士论文

【摘要】：移动互联网的兴起,对依托于电子商务的兴起从互联网起步的第三方支付公司既是机遇又是挑战。2012年中国移动互联网市场规模为549.7亿元,增长率为96.4%1。虽仅占社会消费品零售总额的0.26%.,但可以预见的是用户通过移动终端完成交易将是一种无法阻挡的趋势。随着参与到移动支付市场竞争的企业越来越多,实现移动支付的方案也是更加多样化。第三方支付服务提供商如何向用户提供具有吸引力的移动支付服务,如何在银联、银行、运营商以及其他强势同行的围攻下改进现有营销策略从而占据有利的市场地位,把自己的产品推向市场是本文探讨的内容。本文以移动支付为主题,以调研问卷和营销组合策略为工具,以吸引潜在消费者,促进交易达成,提高企业移动支付产品的利润为目标,从第三方支付公司的角度,研究移动支付产品的营销组合策略。主要的研究思路如下,首先从宏观环境分析了移动支付在中国发展的基础。其次从行业中观环境阐述了移动支付国内外应用及中国移动支付的基本运营情况,并分析了中国第三方支付服务提供商在移动支付领域的机会、威胁、优势和劣势。接下来对中国移动支付整体市场从地域、人群、用户行为、实现方式、应用领域等角度进行了分析,通过调查问卷方式进行实际调查研究和印证,结合整体市场情况和调查问卷结果分析中国移动支付目前存在的问题。最后通过对中国移动支付市场及用户特征的分析,结合移动支付现状及存在的问题,从产品、价格、渠道、策略四个方面提出针对中国第三方支付公司的营销组合策略。本文的实践意义在于从第三方支付服务提供商视角研究了中国移动支付市场现状并提供了营销组合策略的建议。市场营销体系经过近百年的发展,具备成熟的理论基础和实践经验。移动支付是近年来快速发展的新兴产业,随着市场的发展逐渐被用户所认知,金融机构、运营商纷纷加入市场竞争。本文结合营销组合策略对移动支付行业的产品、渠道、价格、促销策略进行了分析,具有一定的理论和实践结合意义。
[Abstract]:The rise of the mobile Internet is both an opportunity and a challenge for third-party payment companies that rely on the rise of e-commerce. In 2012, China's mobile Internet market was 54.97 billion yuan, with a growth rate of 96.41. Although it only accounts for 0.26% of the total retail sales of consumer goods, it can be predicted that it will be an unstoppable trend for users to complete transactions through mobile terminals. As more and more enterprises participate in the competition of mobile payment market, the scheme of mobile payment is more diversified. How third-party payment service providers can offer attractive mobile payment services to customers, and how to improve existing marketing strategies under siege from UnionPay, banks, operators and other strong peers to gain a favorable market position, To put their own products to the market is the content of this article. Based on the topic of mobile payment, this paper aims at attracting potential consumers, facilitating transactions and increasing the profit of mobile payment products from the perspective of third-party payment companies. To study the marketing mix strategy of mobile payment products. The main research ideas are as follows: firstly, the basis of mobile payment development in China is analyzed from the macro environment. Secondly, this paper expounds the domestic and international applications of mobile payment and the basic operation of China Mobile payment from the view of industry environment, and analyzes the opportunities, threats, advantages and disadvantages of Chinese third-party payment service providers in the field of mobile payment. Then it analyzes the overall market of China Mobile payment from the aspects of region, crowd, user behavior, realization mode, application field and so on, and carries on the actual investigation and confirmation through the way of questionnaire. Combined with the overall market situation and the results of the questionnaire to analyze the current problems of China Mobile payment. Finally, through the analysis of China Mobile payment market and user characteristics, combined with the current situation of mobile payment and existing problems, from the product, price, channel, strategy four aspects of China's third-party payment company marketing mix strategy. The practical significance of this paper is to study the current situation of China Mobile payment market from the perspective of third-party payment service providers and to provide suggestions on marketing mix strategy. After nearly 100 years of development, the marketing system has a mature theoretical basis and practical experience. Mobile payment is a new industry with rapid development in recent years. With the development of market, financial institutions and operators have joined the market competition. This paper analyzes the product, channel, price and promotion strategy of mobile payment industry with the combination of marketing strategy, which has a certain theoretical and practical significance.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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