How to do a good job in marketing management of UnionPay Business Anhui Branch

1. Introduction to UnionPay Business Anhui Branch

Anhui UnionPay Business was approved by the Hefei Central Branch of the People's Bank of China and was established in March XX. It is currently the largest in Anhui's market. payment services company, headquartered in Shanghai, is a subsidiary of China UnionPay.

Since its establishment, the company’s business has extended to 17 provincial and municipalities across the province. Its business includes government services, administrative institutions, logistics and transportation, large-scale manufacturing enterprises, etc. The company's business goal is to "be an expert in bank card services and create a brand of choice for customers". It adheres to the business purpose of "market first, customer first, service first". It actively explores and continuously innovates, and has successively developed more types of products. Complete new businesses and products with wide coverage and outstanding advantages. At the same time, in order to speed up the construction of the bank card acceptance market in Anhui Province and create a "focused, professional and attentive" service brand, the company is fully committed to professional services in the bank card acceptance market in Anhui Province, providing card-issuing banks, special merchants and the majority of shareholders with Cardholders provide "high-quality, efficient, standardized and professional" bank card professional services.

2. Anhui UnionPay Business Organizational Structure

Anhui UnionPay Business is divided into three levels according to the management level. The first level is the general manager’s office, and the second level is the first-level department of the branch. , the third level is the secondary management department of the branch and the local business department; in terms of functions, there are technical department, marketing department, comprehensive department, etc. As the business develops, it is necessary to further optimize the internal structure, adjust relevant personnel, and rationally deploy the organization. The organizational structure must also be adjusted accordingly.

3. Current status and problems of marketing management of UnionPay Commerce Anhui Branch

With other payment companies continuing to pour into the market, UnionPay Commerce Anhui Branch can continue to maintain steady growth and payment market initiative. At the same time, we will announce the merchants who have been transferred to the industry, work hard to tackle key problems, and use a variety of marketing methods to regain the market and specific merchants from competitors. In addition, convenient channels for the MIS system have been opened, and large-scale supermarket chains and large-scale group merchants have been actively expanded. At the same time, we will not give up on small and medium-sized merchants and actively expand the financial payment market. However, when implementing specific marketing work, it is still difficult to avoid insufficient marketing work.

(1) Current situation of Anhui UnionPay business marketing

1. Position setting: prefecture and city supervisor, prefecture and city salesperson

2. Number of marketing personnel: sales supervisor : About 17 people, mainly working in 17 cities in Anhui, mainly responsible for business development and maintenance of each city. Each city has an average of 5-10 city clerks. Form a local sales team.

(2) Marketing management system

1. Incentive system: Salesperson competition system, in which salespersons who participate in the competition put forward their own goals for the target market, sales targets, cost targets, etc. The application and sufficient reasons can be employed after being approved. The competition is held once a year.

2. Salary system: basic salary and commission system.

(3) Characteristics of marketing management of UnionPay Business Anhui Branch

1. The marketing organizational structure is simple and the functions of the marketing headquarters are in a defective state: a standardized marketing management process has not been established. Many functions such as strategic planning, tactical formulation, program management, information management, logistics management, regional management, advertising management, etc. lack or have no clear division of responsibilities and powers.

2. Marketing expenses are strictly controlled. The sales manager’s base salary is very small and all depends on sales commission. Sales executives have lower sales expenses that they can use flexibly. No regional branches will be set up to save personnel costs.

3. Relying on experience for promotion makes it difficult to see the company’s systematic analysis of the market and its overall marketing strategy planning. Enterprise sales plans are basically formulated based on experience, so it often happens that they cannot actually provide appropriate solutions and specific products based on the specific needs of merchants.

4. Low price is the main marketing and promotion method, and there is a lack of mature marketing model. First, there is no systematic promotion, and second, there is no summary of the promotion effect. The reason for this is the lack of marketing quality of the sales staff. low.

(4) Core issues in marketing management of UnionPay Business Anhui Branch

1. Failure to properly resolve the coordination relationship between short-term interests and long-term development

Overall marketing The behavior tends to obtain the maximum benefit in the short term, that is, focusing on the short-term rate of return on capital investment, without a clear understanding of the long-term use direction of funds. When the sales situation is good, there is no time to make systematic adjustments. When the sales situation is bad, there is a lack of funds, forming a vicious cycle.

2. Not having a correct understanding of expenses and investment

Over-consideration of expense factors and neglect of changes in market competition. For projects that are related to the sustainable development of the enterprise, such as distribution network construction, capital expenditures should be measured from an investment perspective, rather than blindly considering the expense rate issue. The company has no strategic considerations for capital expenditure projects and is always considering not overspending. However, its competitors concentrate resources on market priorities, which puts great pressure on it. The result of this is that once a good market opportunity is lost, it is no longer something that can be recovered by increasing investment.

3. Decision-making and management rely too much on experience

Without establishing a scientific decision-making mechanism and management mechanism, we mainly act based on experience, which inevitably has greater limitations. The key is to create A good environment enables decision-making and management to operate according to certain norms, thereby improving work efficiency. Too much experience in decision-making and management cannot ensure the accuracy of strategies, and limits the enthusiasm of employees and affects the vitality of the enterprise.

(5) Key points for improving the marketing management of UnionPay Business Anhui Branch

1. Reform of the marketing management system: Problems in sales are just symptoms, and the reform of the marketing management system is The key to enterprises getting out of trouble is to create a good internal environment.

The focus of the marketing management system reform is: decision-making system, organizational system, and incentive system. The establishment of these systems will help improve the professionalism of the company's overall marketing work.

2. Application of sales platform marketing system: The core idea of ??the sales platform system is to enable the company's sales work to run on a good platform through systematic management.

achieve an integrated effect.

The sales platform system covers six aspects: distribution network construction, in-depth distribution operations, interactive sales promotion, sales organization establishment, sales personnel management and sales logistics management, and comprehensively builds standardized sales management for enterprises. system. The construction of the sales platform system will be based on the company's marketing strategy planning and the company's existing resources to design the most appropriate marketing management system. It is not a simple combination of the above six aspects, but a combination of different strategies under the same strategic goal. Effective integration of the system; at the same time, there is a process of business content between the six aspects, which is used to improve the professional level of the entire sales work.

3. Standardized management of sales personnel: No matter how the marketing system is reformed, improving the marketing quality of sales personnel should be a core task. Without the specific implementation of personnel, no matter how good the strategy is, it is just a castle in the air. Standardized management of sales staff is a key factor. When they are not yet professional, standards should be used to guide them to develop good thinking and working habits, and then gradually stimulate their creativity.

UnionPay Business Anhui Branch still has a long way to go to achieve development through management reorganization. The most important thing is to establish the concept of sustainable profit growth and look at the enterprise development process from the perspective of overall marketing management. When encountering bottlenecks, we must fundamentally discover the root cause of the problem and reorganize it through systematic management, so as to finally break through the bottleneck and move to a higher level of development.