银联商务郴州公司商户营销策略研究

发布时间：2018-04-23 06:43

本文选题：银联商务 + 商户　；参考：《湖南大学》2016年硕士论文

【摘要】：银联商务有限公司是中国银联控股的,专门从事银行卡受理市场建设和提供综合支付服务的机构,成立于2002年12月,总部设在上海市浦东新区。银联商务郴州分公司自2004年成立以来,业务量及盈利水平逐年稳步上升,但随着第三方支付市场的扩大以及市场日益竞争的激烈,公司在市场占有率及支付市场影响方面未能达到预期效果,商户营销方面未能形成一套科学又效持续发展的体制,从而影响公司走上发展的快车道,公司急需去除那些陈旧的思想和营销理念,建立科学的市场营销策略,为公司的发展铺平道路,指引公司发展的方向。文章运用市场营销、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,分析了银联商务郴州公司商户营销现状,研究了银联商务郴州公司的外部和内部营销环境,剖析了其面临的优势、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,通过对各个行业的市场调研及目标市场选择和目标市场的定位分析,运用现代市场大市场营销6Ps理论结合实际的外部环境对公司的营销做出了科学的组合策略,然后运用整合营销策略对各个业务流程整体的运作做出指导,最后提出了银联商务郴州公司商户营销策略实施措施。通过研究,为银联商务郴州公司不断创新和改进营销策略与运营模式提供了理论依据。随着监管部门和立法机构不断完善行业规章制度,银联商务郴州公司将会在拥有巨大潜力市场的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]:UnionPay Commercial Co., Ltd. is China UnionPay Holdings, specialized in the processing of bank cards market construction and provide comprehensive payment services, established in December 2002, headquartered in Shanghai Pudong New District. Since the establishment of Chenzhou Branch of UnionPay Business in 2004, the business volume and profit level have steadily increased year by year, but with the expansion of the third-party payment market and the increasingly fierce competition in the market, The company failed to achieve the expected results in terms of market share and payment market impact, and the business marketing failed to form a scientific and sustainable development system, thus affecting the company to take the fast track of development. It is urgent for the company to remove the old ideas and marketing ideas, establish scientific marketing strategies, pave the way for the development of the company, and guide the direction of the development of the company. The article uses marketing and pest analysis, Michael. Porter's five-force model analyzes SWOT analysis and related theories, analyzes the current situation of merchant marketing of UnionPay Business Chenzhou Company, studies the external and internal marketing environment of UnionPay Business Chenzhou Company, and analyzes its strengths and weaknesses. Opportunities and challenges, and matrix comprehensive analysis, the use of STP marketing positioning analysis, through the various industries of market research and target market selection and target market positioning analysis, Using the modern market marketing 6Ps theory combined with the actual external environment to make the scientific combination strategy to the company's marketing, and then use the integrated marketing strategy to guide the whole operation of each business process. Finally, the paper puts forward the implementation measures of merchant marketing strategy of UnionPay Commercial Chenzhou Company. Through the research, it provides the theoretical basis for UnionPay Business Chenzhou Company to innovate and improve the marketing strategy and operation mode. With the regulatory and legislative institutions constantly improving the industry rules and regulations, UnionPay Commercial Chenzhou Company will achieve diversification of products, specialization of services, operation flow and management modernization in the POS payment industry, which has a huge potential market.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.39;F274

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