江西新和技术有限公司第三方支付缴费通项目营销策略研究.pdfVIP

要 中国电子商务的快速发展以及电子支付巨大的需求和市场空间，使得第三方 支付服务 （即独立于电子商务企业与银行之外的第三方机构提供电子支付平台模 式）应运而生。 作为一种新 的电子商务模式，第三方支付要在市场中获得可持续发展，很 大程度上取决于其市场战略和营销策略的适配。随着经济全球化进程的加速,市场 竞争日趋激烈,企业只有在微观经济活动上获得理性、科学的营销战略的指导,才能 建立其持久的核心竞争力,才能在激烈的市场竞争中立于不败之地。 本文以江西新和技术有限公司缴费通项目为研究对象在全面分析第三方缴费 通市场现状的同时，分析了江西新和技术有限公司企业内部的优势与劣势,找出了 企业面临的机会与威胁,并依据公司发展战略，运用差异化理论、市场 分及定位 理论及4P 策略等营销相关理论，确立了缴费通第三方支付江西市场的营销目标， 明确了缴费通第三方支付江西市场的市场 分和定位,提出了基于差异化竞争战略 和产品策略、渠道策略、促销策略营销策略组合。 关键词：第三方支付 缴费通 营销战略 营销策略组合 1 Abstract The high speed development of electronic commerce in china along with the huge demand and market space of electronic payment make the third party arise at the historic moment. It is a type that the third party provides electronic commercial companies and banks. As a new type of new electronic commerce, whether the payment of the third party will catch the sustainable growth mostly depends on its marketing policy. Markets competition is getting more and more intense along with economic globalization is speeding up. In this paper, Jiangxi XINHE Technology Co., Ltd. payment through the project as the research object in a comprehensive analysis of the status of third-party payment through the market at the same time, analysis of Jiangxi XINHE Technology Co., Ltd. internal strengths and weaknesses, identify opportunities facing the enterprise and threats, and according to the company development strategy, the use of differentiation theory, market segmentation and positioning theory and the theory of 4P marketing strategies and established payment through third party payment Jiangxi market marketing objectives, clear payment through third party payment Jiangxi market, market segmentation and positioning, wa