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摘要
2016年，G银行推出二维码支付产品，该产品是通过信息识别终端对二维码
的扫描,使线上线下相结合的移动支付产品。随着互联网与移动金融的发展，O2O
商业模式步入正轨,商户经营越来越互联网化，消费者也越来越接受移动支付。随
着移动支付的快速发展，现金支付在交易中的比重不断下降，经济学家构想的“轻
现金社会”正悄然而至。G银行是国有商业银行，各类业务发展都在顺应时代变化
和社会需要。二维码支付业务是该银行进行金融转型，拥抱互联网的重要产品。G
银行推出二维码支付产品的初衷是，充分利用“互联网+”时代有利契机，将二维
码支付产品作为推动商业银行金融转型的纽带，吸引客户，拓展市场，增加粘性
本文的文献综述对国内外已有的商业银行移动支付研究进行了归纳和总结，
并以此作为全文的文献基础。通过SWOT和矩阵模型来分析G银行鄂尔多斯分行二
维码支付产品的现实情况，然后进行优势、劣势、机会与威胁的归纳，发现该行
目前在二维码支付营销的不足主要表现在移动客户端支付受限，商户数量少，商
户活跃度不高，社会认知度不高、客户经理对于产品熟知度偏低、客户经理缺乏
营销积极性等六个方面。存在这些不足的具体原因是产品通用性差，营销渠道狭
窄，计价方式机械，促销手段单一，营销团队业务素能参差不齐，营销激励机制
缺失。接下来，以4P'S营销理论为基础，提出从推广聚合支付、推广小程序、运
用互联网思维、优化使用场景、线下主动培训、采用阶段优惠费率、隐形价格促
销、扩大促销范围等措施，完善G银行鄂尔多斯分行二维码支付产品的营销策略，
最后建议，通过完善考核机制、加大技术支持来保障这些措施的顺利实施
关键词：二维码支付，G银行鄂尔多斯分行，4P'S营销理论
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Abstract
In 2016，G bank launched a two-dimensional code payment product。The product
is a mobile payment product combining online and offline information through the
information identification terminal's scanning of two-dimensional code. With the
development of the Internet and mobile finance, the O2O business model is on track
Businesses are becoming more and more Internet-based and consumers are increasingly
accepting mobile payments. With the rapid development of mobile payments, the
proportion of cash payments in transactions continues to decline, and the “less-cash
society” conceived by economists is coming. G Bank is a state-owned commercial bank,
which all kinds of business development are in line with the changes of the times and
social needs. The two-dimensional code payment product is an important product for
the bank to make financial transformation and embrace the Internet. The reason why
G Bank to launch a two-dimensional code payment product is making full use of the
favorable opportunity of the Internet+ era, using it as a link to promote the financial
transformation of commercial banks, attracting the customers, expanding the markets
and maintaining the customers.
The Literature review of this paper researches the existing commercial bank mobile
payment will be summarized and concluded, and as a basis for the full text of the
document. Through the SWOT analysis method and matrix model to analyze the reality
of G bank Ordos branch’s two-dimensional code payment product, then summarize the
strengths, weaknesses, opportunities, and threats, we can find it has six shortcomings
which are limited mobile client payment, small number of merchants, low level of
business activity, low level of social awareness, low level of familiarity with client
managers, and are and lacking marketing enthusiasm with client managers. The reasons
for these deficiencies are poor generality of products, narrow marketing channels,
mechanical pricing methods, single promotion methods, uneven marketing ability of
marketing teams, and lack of marketing incentive mechanisms. Next, on the basis of 4P
marketing theory, we can propose some measures to improve the marketing strategy of
G bank Ordos branch’s two-dimensional code payment product, that are promotion of
polymerization pay, promotion of small programs, use of Internet thinking, optimization
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of usage scenario active offline training, adoption preferential of rates for stages,
invisble price promotions and expansion of promotional scope. Finally, it is
recommended that the smooth implementation of these measures be ensured by
improving the assessment mechanism and increasing technical support.
Key words:two-dimensional code payment, G bank Ordos branch, 4P‘S marketing
theory。。。。。。