中國電信“翼支付”的市場再定位策略研究
發(fā)布時間：2021-01-21 11:12
移動支付是互聯(lián)網(wǎng)金融在當前最為顯著的特點,它的出現(xiàn)得益于我國電子商務以及移動互聯(lián)網(wǎng)技術的快速發(fā)展。移動支付兼容第三方支付與移動互聯(lián)網(wǎng)技術的特點,憑借跨越時間及地域界限以及安全性廣為我國用戶所接受和使用。目前,移動支付的主要運營機構有商業(yè)銀行、聯(lián)通電信等移動通信機構以及第三方支付平臺。如今,以支付寶、微信為首的第三方支付平臺占據(jù)了中國主要的移動支付市場,中國電信翼支付如何在激烈競爭中取得一席之地,值得我們去探討。本篇文章選取翼支付進行研究探討,首先介紹了相關理論知識,闡述了移動支付的定義、技術和價值。其次,分析翼支付的營銷困境、優(yōu)劣勢和市場潛在機會,結合中國移動支付市場的發(fā)展態(tài)勢得出翼支付的市場定位存在問題。隨后,為翼支付市場重新定位提供策略優(yōu)化。最后,基于以上研究,為翼支付在移動支付領域如何更好的發(fā)展,提供了 7P服務營銷策略。
【文章來源】：廣東外語外貿大學廣東省
【文章頁數(shù)】：84 頁
【學位級別】：碩士
【文章目錄】：
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
【參考文獻】：
期刊論文
[1]博弈論視角下的企業(yè)市場定位[J]. 劉敬偉,張曉蓮. 中國商論. 2020(06)
[2]談惠州電信劃小承包管理的三項關鍵舉措[J]. 陳穎. 科技經(jīng)濟市場. 2018(04)
[3]電信運營商的移動支付業(yè)務發(fā)展策略研究——中國電信“翼支付”發(fā)展建議[J]. 肖強,張虹. 電子商務. 2018(05)
[4]“支付寶——賺錢紅包”的營銷策略分析[J]. 張曉丹,張玉杰. 視聽. 2018(05)
[5]大數(shù)據(jù)技術助力翼支付營銷應用探索[J]. 鄒文斌. 廣東通信技術. 2017(01)
[6]市場營銷策略中的定位與再定位問題[J]. 于芳. 吉林省教育學院學報(中旬). 2014(04)
[7]余額寶改變銀行[J]. 宗河. 時代金融. 2013(22)
[8]國有商業(yè)銀行如何應對互聯(lián)網(wǎng)金融模式帶來的挑戰(zhàn)[J]. 梁璋,沈凡. 新金融. 2013(07)
[9]移動互聯(lián)網(wǎng)的競爭戰(zhàn)略選擇題[J]. 姜奇平. 互聯(lián)網(wǎng)周刊. 2010(16)
[10]第三方支付平臺是對現(xiàn)有支付體系的有益補充[J]. 張寬海. 中國金融. 2010(12)
博士論文
[1]國內移動支付產(chǎn)業(yè)的協(xié)作模式[D]. 劉磊.北京郵電大學 2008
碩士論文
[1]中國電信翼支付市場營銷策略研究[D]. 張鵬程.南京郵電大學 2019
[2]互聯(lián)網(wǎng)金融背景下翼支付在廣東地區(qū)的競爭戰(zhàn)略研究[D]. 龍鎮(zhèn)東.華南理工大學 2019
[3]網(wǎng)絡紅包營銷策略研究[D]. 馬曉林.遼寧大學 2016
[4]農村移動支付的法外創(chuàng)新到監(jiān)管合法化[D]. 白丹丹.華東政法大學 2016
[5]四川移動手機支付業(yè)務成功因素分析及建議[D]. 蘇林.電子科技大學 2011
[6]手機支付在運營商的研究與應用[D]. 楊小野.北京郵電大學 2010
[7]企業(yè)市場營銷戰(zhàn)略研究[D]. 王延玲.北京化工大學 2001
本文編號：2991054
【文章來源】：廣東外語外貿大學廣東省
【文章頁數(shù)】：84 頁
【學位級別】：碩士
【文章目錄】：
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
【參考文獻】：
期刊論文
[1]博弈論視角下的企業(yè)市場定位[J]. 劉敬偉,張曉蓮. 中國商論. 2020(06)
[2]談惠州電信劃小承包管理的三項關鍵舉措[J]. 陳穎. 科技經(jīng)濟市場. 2018(04)
[3]電信運營商的移動支付業(yè)務發(fā)展策略研究——中國電信“翼支付”發(fā)展建議[J]. 肖強,張虹. 電子商務. 2018(05)
[4]“支付寶——賺錢紅包”的營銷策略分析[J]. 張曉丹,張玉杰. 視聽. 2018(05)
[5]大數(shù)據(jù)技術助力翼支付營銷應用探索[J]. 鄒文斌. 廣東通信技術. 2017(01)
[6]市場營銷策略中的定位與再定位問題[J]. 于芳. 吉林省教育學院學報(中旬). 2014(04)
[7]余額寶改變銀行[J]. 宗河. 時代金融. 2013(22)
[8]國有商業(yè)銀行如何應對互聯(lián)網(wǎng)金融模式帶來的挑戰(zhàn)[J]. 梁璋,沈凡. 新金融. 2013(07)
[9]移動互聯(lián)網(wǎng)的競爭戰(zhàn)略選擇題[J]. 姜奇平. 互聯(lián)網(wǎng)周刊. 2010(16)
[10]第三方支付平臺是對現(xiàn)有支付體系的有益補充[J]. 張寬海. 中國金融. 2010(12)
博士論文
[1]國內移動支付產(chǎn)業(yè)的協(xié)作模式[D]. 劉磊.北京郵電大學 2008
碩士論文
[1]中國電信翼支付市場營銷策略研究[D]. 張鵬程.南京郵電大學 2019
[2]互聯(lián)網(wǎng)金融背景下翼支付在廣東地區(qū)的競爭戰(zhàn)略研究[D]. 龍鎮(zhèn)東.華南理工大學 2019
[3]網(wǎng)絡紅包營銷策略研究[D]. 馬曉林.遼寧大學 2016
[4]農村移動支付的法外創(chuàng)新到監(jiān)管合法化[D]. 白丹丹.華東政法大學 2016
[5]四川移動手機支付業(yè)務成功因素分析及建議[D]. 蘇林.電子科技大學 2011
[6]手機支付在運營商的研究與應用[D]. 楊小野.北京郵電大學 2010
[7]企業(yè)市場營銷戰(zhàn)略研究[D]. 王延玲.北京化工大學 2001
本文編號：2991054
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