本文選題：銀聯(lián)商務(wù) + 商戶　； 參考：《湖南大學(xué)》2016年碩士論文

【摘要】：銀聯(lián)商務(wù)有限公司是中國(guó)銀聯(lián)控股的,專門從事銀行卡受理市場(chǎng)建設(shè)和提供綜合支付服務(wù)的機(jī)構(gòu),成立于2002年12月,總部設(shè)在上海市浦東新區(qū)。銀聯(lián)商務(wù)郴州分公司自2004年成立以來(lái),業(yè)務(wù)量及盈利水平逐年穩(wěn)步上升,但隨著第三方支付市場(chǎng)的擴(kuò)大以及市場(chǎng)日益競(jìng)爭(zhēng)的激烈,公司在市場(chǎng)占有率及支付市場(chǎng)影響方面未能達(dá)到預(yù)期效果,商戶營(yíng)銷方面未能形成一套科學(xué)又效持續(xù)發(fā)展的體制,從而影響公司走上發(fā)展的快車道,公司急需去除那些陳舊的思想和營(yíng)銷理念,建立科學(xué)的市場(chǎng)營(yíng)銷策略,為公司的發(fā)展鋪平道路,指引公司發(fā)展的方向。文章運(yùn)用市場(chǎng)營(yíng)銷、PEST分析、邁克爾.波特的五力模型分析、SWOT分析法以及相關(guān)理論,分析了銀聯(lián)商務(wù)郴州公司商戶營(yíng)銷現(xiàn)狀,研究了銀聯(lián)商務(wù)郴州公司的外部和內(nèi)部營(yíng)銷環(huán)境,剖析了其面臨的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和挑戰(zhàn),并進(jìn)行了矩陣綜合分析,運(yùn)用STP營(yíng)銷定位分析法,通過(guò)對(duì)各個(gè)行業(yè)的市場(chǎng)調(diào)研及目標(biāo)市場(chǎng)選擇和目標(biāo)市場(chǎng)的定位分析,運(yùn)用現(xiàn)代市場(chǎng)大市場(chǎng)營(yíng)銷6Ps理論結(jié)合實(shí)際的外部環(huán)境對(duì)公司的營(yíng)銷做出了科學(xué)的組合策略,然后運(yùn)用整合營(yíng)銷策略對(duì)各個(gè)業(yè)務(wù)流程整體的運(yùn)作做出指導(dǎo),最后提出了銀聯(lián)商務(wù)郴州公司商戶營(yíng)銷策略實(shí)施措施。通過(guò)研究,為銀聯(lián)商務(wù)郴州公司不斷創(chuàng)新和改進(jìn)營(yíng)銷策略與運(yùn)營(yíng)模式提供了理論依據(jù)。隨著監(jiān)管部門和立法機(jī)構(gòu)不斷完善行業(yè)規(guī)章制度,銀聯(lián)商務(wù)郴州公司將會(huì)在擁有巨大潛力市場(chǎng)的POS支付行業(yè)實(shí)現(xiàn)產(chǎn)品多樣化、服務(wù)專業(yè)化、運(yùn)營(yíng)流程化、管理現(xiàn)代化。
[Abstract]:UnionPay Commercial Co., Ltd. is China UnionPay Holdings, specialized in the processing of bank cards market construction and provide comprehensive payment services, established in December 2002, headquartered in Shanghai Pudong New District. Since the establishment of Chenzhou Branch of UnionPay Business in 2004, the business volume and profit level have steadily increased year by year, but with the expansion of the third-party payment market and the increasingly fierce competition in the market, The company failed to achieve the expected results in terms of market share and payment market impact, and the business marketing failed to form a scientific and sustainable development system, thus affecting the company to take the fast track of development. It is urgent for the company to remove the old ideas and marketing ideas, establish scientific marketing strategies, pave the way for the development of the company, and guide the direction of the development of the company. The article uses marketing and pest analysis, Michael. Porter's five-force model analyzes SWOT analysis and related theories, analyzes the current situation of merchant marketing of UnionPay Business Chenzhou Company, studies the external and internal marketing environment of UnionPay Business Chenzhou Company, and analyzes its strengths and weaknesses. Opportunities and challenges, and matrix comprehensive analysis, the use of STP marketing positioning analysis, through the various industries of market research and target market selection and target market positioning analysis, Using the modern market marketing 6Ps theory combined with the actual external environment to make the scientific combination strategy to the company's marketing, and then use the integrated marketing strategy to guide the whole operation of each business process. Finally, the paper puts forward the implementation measures of merchant marketing strategy of UnionPay Commercial Chenzhou Company. Through the research, it provides the theoretical basis for UnionPay Business Chenzhou Company to innovate and improve the marketing strategy and operation mode. With the regulatory and legislative institutions constantly improving the industry rules and regulations, UnionPay Commercial Chenzhou Company will achieve diversification of products, specialization of services, operation flow and management modernization in the POS payment industry, which has a huge potential market.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F832.39;F274

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