西安建筑科技大学专业学位硕士论文 L农商银行条码支付商户的活跃度提升策略研究 专 业：工商管理（MBA） 硕士生：贠荷 指导教师：胡海华 摘要 L农商银行是陕西西安一家由 Q银行全资控股的县域农村商业银行，其战略 定位是服务三农，支农支小。近年来，随着消费者付款行为从使用现金支付到使 用扫码付款行为的变迁，L农商银行的条码支付业务在数字化转型发展中尤为重要。 但是，由于微信、支付宝及四大行条码支付业务发展早，L农商银行条码支付业务 发展起步晚，虽然商户份额在市场上逐步提高，但是新增商户活跃度低。低活跃 度严重影响了 L农商银行日均存款增量，制约了中间业务收入的增长及其他金融 产品的综合推广发展，导致客户黏性降低。因此，如何提升条码支付商户活跃度， 成为 L农商银行亟需解决的现实问题。 本文基于 STP理论，运用文献分析法、问卷调查法研究了 L农商银行条码支 付商户交易活跃度低的关键影响因素，并在此基础上结合 L农商银行内部管理制 度及考核办法提出了提高条码支付商户活跃度的改进策略。运用调查问卷结果分 析了条码支付商户活跃度低的关键影响因素。分析表明，导致条码支付商户活跃 度低的主要因素是不同类型商户对手续费率、潜在金融产品需求(金融服务)、风险 防范等方面要求不同。针对以上影响因素及调查结果，探寻不同类型条码支付商 户的潜在金融需求，以此对考核办法、手续费定价及服务提出改进策略和保障措 施，满足不同条码支付商户需求，进而提升其活跃度。 本文研究成果能够为 L农商银行提升条码支付商户交易活跃度提供重要理论 依据和方法支撑，同时，也可为同业中其他金融机构提供借鉴。 关键词：商业银行；条码支付业务；活跃度提升；STP策略；服务 西安建筑科技大学专业学位硕士论文 Research on the Strategy of Improving the Activity of Barcode Payment Merchants of LRural Commercial Bank Major: Business Administration Master student:Yunhe Instructor: Huhaihua Abstract L Rural Commercial Bank is a county-level rural commercial bank wholly-owned by Q Bank in Xian, Shaanxi. Its strategic positioning is to serve agriculture, rural areas, and rural areas, and support agriculture and small businesses. In recent years, with the change of consumer payment behavior from cash payment to code scanning payment, the barcode payment business of L Rural Commercial Bank is particularly important in the development of Digital transformation. However, due to the early development of WeChat, Alipay and the bar code payment business of the four major banks, the bar code payment business of L Rural Commercial Bank started late. Although the share of merchants in the market has gradually increased, the activity of new merchants is low. Low activity has seriously affected the daily average deposit increment of L Rural Commercial Bank, restricting the growth of intermediary business income and the comprehensive promotion and development of other financial products, leading to a d