邮储银行移动支付推广方案

邮储银行

移动支付推广方案

团队名称：五维空间

团队成员：王晶晶李瑶瑶王鹏飞苑亚川王松指导教师：于兆艳马斌

目录

摘要 .......................................................................................................................... I Abstract .................................................................................................................... II 前言 . (Ⅲ)

一、市场与竞争分析 (1)

（一）背景 (1)

1.邮储现状分析 (1)

2.移动支付现状分析 (2)

（二）目标人群分析 (3)

（三）SWOT分析 (4)

二、营销策略 (7)

（一）产品策略（product） (7)

1.产品定位 (7)

2.产品概述 (7)

3.产品及服务 (8)

（二）价格策略(price) (12)

1.差别价格 (13)

2.移动支付渗透促销 (14)

3.产品组合法 (14)

4.降低个人客户成本 (14)

（三）渠道策略(place) (14)

1.邮储4S店的普及 (15)

2.借助手机专卖店的渠道 (15)

3.建立邮储APP体验厅 (16)

4.手机自带APP (16)

5.自助多功能NFC刷卡机 (16)

6.下载乐多多，分享利多多 (17)

（四）促销策略（promotion） (17)

1.设立邮储日，奖品精彩多多多 (18)

2.开盖有奖，邮储奖品赢不停 (18)

3.借助广告，加强对新产品的宣传 (19)

4.推荐好友，共享随付 (19)

5.手机摇一摇，惊喜马上来 (20)

6.设置“邮储随付”励志奖学金 (20)

三、技术支撑和安全问题 (21)

（一）技术支撑 (21)

（二）安全问题 (22)

总结 (24)

参考文献 (25)

附录 (26)

邮储银行发展移动支付调查问卷 (26)

摘要

邮政储蓄银行自2007年建立以来，一直致力于为客户提供更加便捷的服务。近年来，随着科技、网络电子技术的快速发展，越来越多的移动支付方式（如支付宝、微信支付等）方便了我们的生活，于此同时，传统的支付方式逐渐暴露出其弊端，为了迎合时代的发展，为广大客户提供更便捷的服务，邮储银行逐渐提供电话银行、网上银行、手机银行、电视银行等电子服务渠道，并不断汲取新的技术，力求为客户提供更加便捷的移动支付方式。但科技的发展是日新月异的，为了增强自身的竞争力，邮储需要不断创新，不断推出更加迎合大众需要的移动支付方式。

本方案深入剖析移动支付的发展现状，分析目前成功的移动支付方式（如支付宝、微信支付、NFC近场支付等）的优势与不足，并与邮储银行移动支付的现状紧密结合，以发展邮储银行移动支付为目的，以更好地服务客户为核心，通过推出一个只用于支付的邮储银行APP，为客户提供一个更加快、捷便、安全性的支付平台。努力达到客户、银行共赢的局面。

跟随各种网络电子产品不断创新、移动支付不断发展进步的步伐，邮储推出一系列更加便捷的移动支付方式，更加周到的服务，以使各项业务更加便民利民。

关键词：市场与竞争分析；营销策略；技术支撑和安全问题；

Abstract

Since established in 2007 ,postal savings bank has been dedicated to more convenient and more innovative services for our customers .In recent years, with the development of science and technology, and network electronic technology, a growing number of mobile payment (such as alipay, micro letter pay) has made a convenience for our payment. At the same time, the traditional payment gradually exposes its shortcomings.To cater for the development of the time, providing more convenient service for a large number of customers , post office bank gradually provides telephone banking, online banking, mobile banking, TV banking and other electronic service channels and absorbs new technology in order to meet customers’need with more convenient ways of mobile payment.

This scheme aims to explore the development of Mobile payment deeply and to analyze the advantages and disadvantages of the successful mobile payment (such as alipay, micro letter, NFC near-field payment, etc.). Combining the current situation of mobile payment and in order to better serve customers as the core, this scheme will launch an APP only used to pay for the post office bank to provide a more quick, convenient and safe payment platform. And we try to make a win-win situation between customs and the bank.

Following the pace of all kinds of network electronic product innovation and mobile payment development development, post office bank launched a series of more convenient mobile payment and more considerate service. Post office bank will be more convenient and bring more benefits to customers. Also it will develop quickly.

Key words:Market and competition analysis; Marketing strategy; technical support and security issues