Title: Study on marketing strategy innovation of mobile payment service under internet environment

Authors: Xin Liu

Addresses: Department of Management, Harbin Finance University, Harbin 150000, China

Abstract: In order to overcome the problems of low efficiency, low user satisfaction and poor customer growth rate under the traditional marketing strategy, this paper studies the innovative strategy of mobile payment business marketing strategy under the internet environment. First of all, study the status quo of mobile payment business marketing in the internet environment, obtain mobile payment business data through questionnaire survey, and analyse the problems in mobile payment business marketing. Secondly, build a user profile of mobile payment business marketing, and classify user attributes, consumption characteristics and user activity through K-means clustering method; Finally, the marketing strategy is innovated from three aspects: product marketing, pricing marketing and channel marketing. The results show that the marketing benefit after the application of this strategy is 19.52 million yuan, the user satisfaction can reach 98.9%, and the customer growth rate can reach 21.3%, improving the marketing benefit of mobile payment business.

Keywords: questionnaire survey; marketing strategy; user portrait; mobile payment service; user classification.

DOI: 10.1504/IJITM.2024.139567

International Journal of Information Technology and Management, 2024 Vol.23 No.3/4, pp.175 - 192

Received: 08 Oct 2022
Accepted: 27 Feb 2023
Published online: 04 Jul 2024 *

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