随着互联网时代的到来，金融科技遍布于我们工作、生活的方方面面。第三 方支付公司的不断兴起，改变了人们固有的结算模式，越来越多的支付方式逐渐 被大众所接受，多种多样的支付方式已渗透到人们的日常生活中，同时对商业银 行收单业务造成了巨大的冲击与挑战。商业银行收单业务停滞不前，随着法定数 字货币的即将发行，商业银行的收单业务或将有新的机遇。为了能在前景广阔的 收单业务市场中占有一席之地，商业银行必须要以一个客观的态度去重新审视自 身以及外部环境，转变传统经营理念，化被动为主动，优化自身业务流程，完善 自身缺陷，以一个积极的态度去面对当今市场所带来的冲击与挑战。 本文将以C银行鄂尔多斯分行为例，研究商业银行在收单业务中的营销策略。 首先介绍了收单业务和第三方支付业务的相关理论知识，通过宏观环境分析、产 业竞争环境分析、微观环境分析，梳理了影响收单业务的相关要素。其次通过问 卷调查以及内部数据等方式对C银行鄂尔多斯分行收单业务进行了相关剖析，详 细讲解了C银行收单业务的现状与不足之处。再次本文通过STP理论对收单市场 进行市场细分、目标市场选择以及目标市场定位做了研究，运用STP分析法，采 用7Ps营销框架理论，从产品、价格、渠道、促销、人员、过程、有形展示等七 个方面对C银行鄂尔多斯分行进行营销策略的制定，从客户满意度角度对C银行 提出营销策略制定要求，最后再对C银行营销策略的实施提出保障措施，以期该 行收单业务实现业绩提升。 关键词：收单业务，市场定位，营销策略，客户满意度 II Abstract With the development of the Internet times, Financial technology in all aspects of our work and life. The continuous rise of third-party payment companies has changed people's inherent settlement mode. More and more payment methods are gradually accepted by the public, and a variety of payment methods have penetrated into People's Daily life. At the same time, the rise of third-party payment companies has also caused a huge impact and challenge to the receipt business of commercial Banks. the receipt business of commercial Banks is stagnant, With the coming issue of legal DC/EP, there may be new opportunities for commercial Banks to accept orders. In order to take a place in the promising billing business market, commercial Banks must take an objective attitude, to re-examine itself and the external environment, change the traditional management idea, change passive to active, optimize their business process, perfect their own defects, with a positive attitude to face the challenges and some of the impact of the market today. This article will bank C of Ordos branch as an example to study the marketing strategy of commercial bank in charge of the receipt business. first introduced the receipt business and third-party payment relevant theoretical knowledge, through the macro environment, industrial environment, micro environment was analyzed, and combed the related factors influencing the closed business; Secondly, by means of questionnaire survey and internal data, this paper makes a relevant analysis of the bank C of Ordos, and makes a detailed analysis of the current situation and deficiencies of the receipt business. Again in this article, through the STP theory to accept single market segmentation, targeting and positioning; through the SWOT method to carry on the analysis; using 7Ps marketing theory, from product, price, place, promotion, people, process, physical evidence and so on seven aspects to formulate the marketing strategy for the bank C of Ordos, Finally, put forward the safeguard measures for the implementation of the marketing strategy of bank C, so that the bank's receipt business can be implemented smoothly. Key words: receiving business, market positioning, marketing strategy, customer satisfaction III 目 录 第一章 绪论 ........................................................ 1 1.1 研究背景、目的与意义 ......................................... 1 1.1.1 研究背景 ............................................... 1 1.1.2 研究目的 ............................................... 2 1.1.3 研究意义 ............................................... 2 1.2 国内外研究现状 ............................................... 3 1.2.1 国外研究现状 ........................................... 3 1.2.2 国内研究现状 ........................................... 3 1.3 研究方法与内容 ............................................... 4 1.3.1 研究方法 ............................................... 4 1.3.2 研究内容 ............................................... 5 1.4 研究的创新点和不足 ........................................... 6 1.4.1 创新之处 ............................................... 6 1.4.2 不足之处 ............................................... 6 第二章 相关概念与理论综述 .......................................... 7 2.1 收单业务的概念 ............................................... 7 2.1.1 收单业务的定义 ......................................... 7 2.1.2 收单业务的分类 ......................................... 7 2.1.3 收单业务的参与方 ....................................... 7 2.1.4 收单业务的流程 ........................................ 10 2.1.5 收单业务对商业银行的意义 .............................. 10 2.2 法定数字货币 ................................................ 11 2.2.1 数字货币定义 .......................................... 11 2.2.2 数字货币与微信、支付宝的区别 .......................... 11 2.2.3 法定数字货币对商业银行以及第三方支付产生的影响 ........ 12 2.3 相关理论综述 ................................................ 13 2.3.1 STP理论 ............................................... 13 2.3.2 服务营销策略理论 ...................................... 14 2.3.3 客户满意度理论 ........................................ 14 IV 2.3.3 客户生命周期理论 ...................................... 15 2.3.4 7Ps营销理论 ........................................... 16 2.4 分析方法 .................................................... 16 2.4.1 SWOT分析方法 .......................................... 16 2.4.2 PEST分析方法 .......................................... 17 2.4.3 CLV模型分析方法 ....................................... 18 第三章 C银行鄂尔多斯分行收单业务营销环境分析 ..................... 19 3.1 C银行鄂尔多斯分行基本情况介绍 .............................. 19 3.1.1 C银行鄂尔多斯分行收单产品简介 ......................... 19 3.1.2 C银行鄂尔多斯分行收单业务微观环境分析 ................. 22 3.2 C银行鄂尔多斯分行收单业务宏观环境分析 ...................... 36 3.2.1 政策环境分析 .......................................... 36 3.2.2 经济环境分析 .......................................... 36 3.2.3 社会环境分析 .......................................... 37 3.2.4 技术环境分析 .......................................... 38 3.2.5 宏观政策环境分析小结 .................................. 38 3.3 C银行鄂尔多斯分行收单业务产业竞争环境分析 .................. 38 3.3.1 商业银行与第三方支付机构收单业务竞争环境分析 .......... 38 3.3.2 鄂尔多斯地区同业竞争环境分析 .......................... 41 3.3.3 产业竞争环境分析小结 .................................. 43 3.4 C银行鄂尔多斯分行收单业务的目标市场与定位分析 .............. 43 3.4.1 市场细分 .............................................. 43 3.4.2 目标市场选择 .......................................... 44 3.4.3 目标市场定位 .......................................... 45 第四章 C银行鄂尔多斯分行收单业务营销现状分析 ..................... 46 4.1 C银行鄂尔多斯分收单业务的SWOT分析 ......................... 46 4.1.1 SO战略（优势-机会） ................................... 46 4.1.2 ST战略（优势-威胁） ................................... 46 4.1.3 WO战略（劣势-机会） ................................... 47 4.1.4 WT战略（劣势-威胁） ................................... 47 4.2 C银行鄂尔多斯分行收单业务的现行营销组合策略 ................ 47 4.2.1 C银行鄂尔多斯分行收单业务组织架构与流程现状 ........... 47 4.2.2 C银行鄂尔多斯分行收单业务不同产品营销现状 ............. 48 V 4.3 C银行鄂尔多斯分收单业务现行营销策略存在的问题 .............. 49 4.3.1 目标市场不明确 ........................................ 50 4.3.2 价格反应灵敏度低 ...................................... 50 4.3.3 产品创新不足 .......................................... 50 4.3.4 渠道分销不畅 .......................................... 51 4.3.5 促销手段