MBA教育中心知识库

   随着科技的进步，时代的发展，中国移动支付走在世界的前沿，第三方支付公司的兴起，互联网金融也从PC端向手机转变，各式各样的支付方式也逐渐被人民接受，银行业的传统收单业务发生了转变，支付领域正在发生巨大的变革，在“衣、食、住、行、游、娱、购、医”等与生活息息相关的支付场景中，快捷支付、条码支付等方式已经取得一定的市场地位和成效。同时各类第三方支付平台在银行业传统业务的理财、保险、基金等方面也有涉猎，或取得一定的突破，对大众的生活方式或多或少的影响和改变。移动支付市场正呈飞速的状态发展，任何场景可见支付结算，移动支付业务正在迅速发展，潜力巨大。

  支付结算业务对商业银行有重要的战略意义，作为基础服务维护着基础客户关系，包括传统收单业务、对公支付业务等服务于不同的群体，这些客户群体对于商业银行至关重要。支付结算作为资金管理重要的环节，对于商业银行基础存款关系密切。外部互联网巨头穷追不舍，商业银行应就支付业务调整发展策略，居安思危，提前做好相关内部调整，在产品和市场方面争取跟进策略，吸取移动支付的发展浪潮中经验和教训，重塑商业银行支付业务发展机遇。

   本文通过对甘肃分行B端收单业务进行研究，一是从业务的基本概念以及特点进行阐述，指出市场上收单以及移动支付的运行模式，同时提出STP策略和4P营销组合的理论基础。二是运用市场营销的基础理论分析目前甘肃分行收单业务发展状况，从产品、价格、渠道、促销等四个方面入手，阐述业务发展上的的不足。三是提出甘肃分行收单业务面临的一些问题，并对开展B端收单业务的持续性进行较为系统分析。四是结合STP和7P营销理论为甘肃分行收单业务发展提出营销策略的改进措施。五是提出对组织职能保障、技术创新保障、风险防范保障三个方面助力未来几年顺利运行，提高当地收单市场份额，实现获客活客，持续提升甘肃分行的业务发展水平及营销能力。

With the progress of science and technology and the development of the times.With the rise of third-party payment companies, Internet finance is also changing from PC to mobile phone, and various payment methods are gradually accepted by the people. The traditional bill collection business of the banking industry has changed, and great changes are taking place in the field of payment In the payment scenarios which are closely related to life, such as "purchase, medical treatment", quick payment and bar code payment have achieved certain market position and results. At the same time, all kinds of third-party payment platforms are involved in the traditional banking business, such as financial management, insurance, funds, etc., or have made some breakthroughs, which have more or less affected and changed the public's lifestyle. Mobile payment market is developing rapidly. Payment settlement can be seen in any scenario. Mobile payment business is developing rapidly.

Payment and settlement business is of great strategic significance to commercial banks. As a basic service, it maintains the basic customer relationship, including the traditional ticket collection business and enterprise payment business, serving different groups. These customer groups are very important to commercial banks. As an important part of fund management, payment and settlement is closely related to the basic deposits of commercial banks. External Internet giants are in hot pursuit. Commercial banks should adjust the development strategy of payment business, think of danger in times of peace, make relevant internal adjustments in advance, strive for follow-up strategies in products and markets, Draw lessons from the development of mobile payment, reshape the development of bank payment business..

Through the research on the acquiring business of Gansu Branch, the first is to elaborate the basic concept and characteristics of the business, point out the operation mode of acquiring and mobile payment in the market, and put forward the theoretical basis of STP strategy and 4P marketing mix. The second is to use the basic theory of marketing to analyze the current development of the acquiring business of Gansu Branch, from the four aspects of product, price, channel and promotion to elaborate the shortcomings of business development. Third, it puts forward some problems faced by Gansu Branch's acquiring business, and makes a systematic analysis on the continuity of developing b-end acquiring business. Fourth, combined with STP and 7ps marketing theory, put forward the improvement measures of marketing strategy for the development of Gansu Branch's acquiring business. Fifthly, it is proposed to support the smooth operation of Gansu Branch in the next few years from three aspects of organizational function guarantee, technological innovation guarantee and risk prevention guarantee, so as to improve the local acquiring market share, achieve customer acquisition and live customer, and continuously improve the business development level and marketing ability of Gansu Branch.