JFT公司第三方支付业务市场营销策略研究

发布时间：2018-06-29 23:36

本文选题：JFT公司 + 第三方支付　；参考：《江西财经大学》2017年硕士论文

【摘要】：在信息技术引导的新型市场背景下,第三方支付行业在市场的所占比重逐渐提升,其作为交易双方之间的纽带,改变了传统市场的布局,第三方支付企业蓬勃发展,JFT公司作为江西省内首家拿到央行颁发的第三方支付牌照的缴费平台正处于快速发展的阶段。然而,第三方支付随着银行等金融机构、三大运营商、大型央企国企及上市公司不断加入,加剧了市场竞争。另一方面,由于政策环境的不确定性,加之第三方支付企业面临着监管力度较差,安全保障不到位等问题,在此背景下,如何提高JFT公司用户规模,提高营销策略的有效性。全文在相关工商管理理论的基础上,通过对第三方支付行业的宏观、微观营销环境进行分析,并运用STP系统分析法,详细分析了JFT公司的市场细分、目标市场选择与市场定位,最后提出JFT公司第三方支付业务营销策略。JFT公司应当从用户角度出发,通过技术和产品的创新提升用户体验,价格上通过不同组合类型的定价以满足多种用户需求,形成以南昌为主,重点扩张赣州等发展程度较弱区域的发展方向,得出JFT公司在个人与企业用户上采用不同的营销策略结论;JFT公司在做品牌推广时,应采取符合时代发展的营销方式,提高公司曝光度,树立公司方便、快捷、安全的品牌形象,提高公司口碑,大力推动移动端消费业务;结合产品营销、定价、渠道、促销、人员、有形展示与服务7大策略方向对JFT公司的营销策略提出综合改进方向。为保障公司营销策略的合理实施,JFT公司也应建立自身的营销策略保障体系,强调组织与分工、线上线下一体建设以及用户管理的重要性。
[Abstract]:Under the background of the new market guided by information technology, the proportion of the third party payment industry in the market has gradually increased, which, as a link between the two sides of the transaction, has changed the layout of the traditional market. Third-party payment companies are booming and JFT, the first payment platform in Jiangxi province to receive a third-party payment license issued by the central bank, is in a rapid development phase. However, third-party payments have intensified market competition as banks and other financial institutions, the three major operators, large state-owned enterprises and listed companies continue to join the market. On the other hand, due to the uncertainty of the policy environment, the third-party payment enterprises are faced with the problems of poor supervision and inadequate security. Under this background, how to improve the user size of JFT company and improve the effectiveness of marketing strategy. On the basis of relevant business management theory, this paper analyzes the macro and micro marketing environment of third-party payment industry, and analyzes the market segmentation, target market selection and market positioning of JFT Company in detail by using STP system analysis method. Finally, the paper puts forward the marketing strategy of third party payment business of JFT Company. JFT Company should improve the user experience through the innovation of technology and products from the perspective of users, and price through different combination types of pricing to meet a variety of user needs. The formation of Nanchang as the main development, the focus on the expansion of Ganzhou and other weak areas of development direction, JFT companies in personal and corporate users in the adoption of different marketing strategies conclusions: JFT company in the brand promotion, We should adopt the marketing method in keeping with the development of the times, raise the company's exposure, set up the company's convenient, fast and safe brand image, raise the company's reputation, vigorously promote the mobile consumer business, combine the product marketing, pricing, channel, promotion, Personnel, tangible presentation and service seven strategic directions to JFT's marketing strategy proposed a comprehensive direction of improvement. In order to ensure the reasonable implementation of the company's marketing strategy, JFT should also establish its own marketing strategy security system, emphasizing the importance of organization and division of labor, the integration of on-line and offline construction and user management.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.2;F274

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