-I- 摘要 移动支付时代下，商户面临着诸多问题和苦恼，收款渠道多、到账时间分散、 对账渠道多、对账手续繁琐、账务纠纷处理难。为了破解这一难题，2017 年 9 月， 建设银行 W 分行精心打造的全新支付产品龙 e 付聚合支付正式面市。 本文通过对建设银行 W 分行龙 e 付聚合支付内外部环境进行研究，得出建设银 行 W 分行所处的外部环境的机会与威胁、所处的内部环境的优势与劣势，运用文献 综述法、案例分析法和 SWOT 分析法等多种方法，为建设银行 W 分行营销策略的设 计提供了一定的指导。本文的主要内容有， 将建设银行 W 分行发展的实际情况与目前移动支付行业发展的趋势相结合，介 绍龙 e 付聚合支付的由来、现状，对龙 e 付聚合支付的外部环境和内部环境进行综 合分析。通过系统科学的分析，结合市场营销理论，对建设银行 W 分行龙 e 付聚合 支付营销策略进行改进，进而提出实施营销策略的对策和保障性措施，从多方面、 多手段保证建设银行 W 分行营销策略的实施。 通过营销策略改进实施，逐渐把龙 e 付聚合支付打造成建设银行 W 分行的特色 品牌、营销利器，占领移动支付市场，为商户带来方便，为建设银行带来综合收益， 为社会发展提供一种先进的、低成本的、高效率的、安全可靠的、顺应市场趋势和 潮流的电子支付工具。 关键词，W 分行；龙 e 付；聚合支付；营销策略燕山大学工商管理硕士学位论文 -II- Abstract Under the era of mobile payment, merchants are faced with many problems and vexations: more channels for collection, more time for posting, more channels for reconciliation, cumbersome procedures for reconciliation, and difficulty in handling disputes over accounts. In order to solve this difficult problem, in September 2017, the new payment product Dragon E Pay Payment, which was carefully constructed by the W branch of Construction Bank, was officially launched. Through the study of the internal and external environment of the bank's W branch, the article concludes the opportunities and threats of the external environment and the advantages and disadvantages of the internal environment. By means of literature review, case analysis and SWOT analysis, it provides some guidance for the design of the marketing strategy of the W branch of CCB. The main contents of this article are: Combining the actual situation of development of the W branch of CCB with the trend of development of mobile payment industry, this paper introduces the origin and current situation of longer payment aggregation, and makes a comprehensive analysis of the external and internal environment of longer payment aggregation payment. Through the analysis of system science, combined with marketing theory, the article improves the marketing strategy of the W branch of CCB, and then puts forward the countermeasures and safeguard measures to implement the marketing strategy, and guarantees the langding of the W branch of CCB marketing strategy from many aspects and multiple means. Through measures to improve landing, the dragon e-payment aggregate payment has gradually become a distinctive brand and marketing weapon of the W branch of the Construction Bank, occupying the mobile payment market, bringing convenience to merchants, and bringing comprehensive benefits to the Construction Bank. Provide an advanced, low-cost, efficient, secure and reliable electronic payment tool for social development that is responsive to market trends. Dragon E payment aggregation is an innovation to the traditional payment settlement and receipt business in the past, and it is also a breakthrough in the transition from traditional financial industry to Internet +. It provides a solid foundation for theAbstract -III- extensive expansion of the banking industry and the in-depth exploration of the all-round financial needs of small and medium-sized merchants. On the other hand, it is also an important breakthrough and destination for the strategic transformation of the W branch of the Construction Bank. Keywords: W branch; Dragon E pay; aggregate payments; marketing strategy燕山大学工商管理硕士学位论文 -IV- 目 录 摘要...................................................................................................................................I ABSTRACT .........................................................................................................................II 第 1 章 绪 论.................................................................................................................... 1 1.1 选题背景及意义 ........................................................................................................ 1 1.1.1 选题背景 ............................................................................................................. 1 1.1.2 选题意义 ............................................................................................................. 2 1.2 国内外研究现状 ........................................................................................................ 2 1.2.1 国外研究现状 ..................................................................................................... 2 1.2.2 国内研究现状 ..................................................................................................... 3 1.2.3 国内外研究现状评述 ......................................................................................... 6 1.3 研究主要内容与方法 ................................................................................................ 6 1.3.1 研究的主要内容 ................................................................................................. 6 1.3.2 研究方法 ............................................................................................................ 7 第 2 章 市场营销相关理论................................................................................................ 8 2.1 市场营销组合的基本理论 ........................................................................................ 8 2.1.1 市场营销组合的基本理论 ................................................................................. 8 2.1.2 市场营销组合理论的作用 ................................................................................. 9 2.1.3 市场营销组合策略 ............................................................................................. 9 2.2 产品生命周期的基本理论 ...................................................................................... 10 2.2.1 产品生命周期的概述 ....................................................................................... 10 2.2.2 产品生命周期的内容 ....................................................................................... 10 2.2.3 延长产品生命周期的营销策略 ....................................................................... 11 2.3 波特五力分析模型理论 .......................................................................................... 11 2.3.1 波特五力分析模型理论概述 ........................................................................... 11 2.3.2 波特五力分析模型理论内容 ........................................................................... 11 2.3.3 波特五力分析模型作用 ................................................................................... 11 2.4 本章小结 .................................................................................................................. 11 第 3 章 建设银行 W 分行龙 e 付聚合支付外部环境分析............................................. 13目 录 -V- 3.1 宏观环境分析 .......................................................................................................... 13 3.1.1 政治环境分析 ................................................................................................... 13 3.1.2 经济环境分析 ................................................................................................... 14 3.1.3 社会环境分析 ................................................................................................... 15 3.1.4 科技环境分析 ................................................................................................... 16 3.2 行业环境分析 .......................................................................................................... 17 3.2.1 购买者议价能力的分析 ................................................................................... 18 3.2.2 新进入者的威胁 ............................................................................................... 18 3.2.3 替代品的威胁 ................................................................................................... 19 3.2.4 同业竞争者的竞争程度 ................................................................................... 20 3.3 外部环境存在的机会和威胁 .................................................................................. 21 3.3.1 存在的机会 ....................................................................................................... 21 3.3.2 存在的威胁 ....................................................................................................... 21 3.4 本章小结 ................................................................................................................. 22 第 4 章 建设银行 W 分行龙 e 付聚合支付内部环境分析............................................. 23 4.1 建设银行 W 分行概况 ............................................................................................ 23 4.2 建设银行 W 分行组织结构分析 ........................................................................... 23 4.3 建设银行 W 分行电子支付结构分析 .................................................................... 24 4.4 产品策略分析 .......................................................................................................... 26 4.4.1 新产品开发策略分析 ....................................................................................... 26 4.4.2 产品的生命周期运用策略分析 ....................................................................... 26 4.5 促销状况分析 ......................................................................................................... 27 4.5.1 价格促销策略分析 ........................................................................................... 27 4.5.2 广告投放分析 ................................................................................................... 28 4.6 销售通路分析 .......................................................................................................... 29 4.7 价格策略分析 .......................................................................................................... 30 4.8 品牌与服务分析 ...................................................................................................... 31 4.8.1 品牌分析 ........................................................................................................... 31 4.8.2 服务分析 ........................................................................................................... 31 4.9 人力资源和绩效考核分析 ..................................................................................... 32燕山大学工商管理硕士学位论文 -VI- 4.9.1 人力资源分析 ................................................................................................... 32 4.9.2 绩效考核分析 ................................................................................................... 33 4.10 管理能力分析 ........................................................................................................ 33 4.11 建设银行 W 分行龙 e 付聚合支付具有的优势及劣势....................................... 34 4.11.1 优势 ................................................................................................................. 34 4.11.2 劣势 ................................................................................................................. 35 4.12 本章小结 ................................................................................................................ 35 第 5 章 建设银行 W 分行龙 e 付聚合支付营销策略改进方案..................................... 36 5.1 改进原则 .................................................................................................................. 36 5.1.1 顾客为核心的原则 ........................................................................................... 36 5.1.2 系统分析原则 ................................................................................................... 36 5.1.3 专业分工原则 ................................................................................................... 37 5.1.4 效率优先原则 ................................................................................................... 37 5.2 改进方案提出 .......................................................................................................... 38 5.2.1 确立营销策略改进目标 ................................................................................... 38 5.2.2 确立营销组合框架 ........................................................................................... 38 5.2.3 营销方案改进的重点内容 ............................................................................... 39 5.3 营销策略改进 .......................................................................................................... 40 5.3.1 市场细分和目标顾客开发策略 ....................................................................... 40 5.3.2 产品改进策略 ................................................................................................... 42 5.3.3 产品价格策略 ................................................................................................... 43 5.3.4 渠道转型策略 ................................................................................................... 44 5.3.5 促销策略 .......................................................................................................... 45 5.4 营销策略实施的保障措施 ...................................................................................... 46 5.4.1 信息化建设保障 .............................................................................................. 46 5.4.2 绩效考核与激励保障 ....................................................................................... 47 5.4.3 机构改革保障 ................................................................................................... 49 5.4.4 管理制度与业务流程改进保障 ....................................................................... 49 5.4.5 技术与人员保障 ............................................................................................... 51 5.5 本章小结 .................................................................................................................. 52目 录 -VII- 结 论................................................................................................................................ 53