Anhui UnionPay Business was approved by Hefei Central Sub-branch of China People's Bank and was established in March of XX. At present, it is the largest payment service company in Anhui market. Headquartered in Shanghai, it is a subsidiary of China UnionPay.
Since its establishment, the company has extended its business to 17 provincial cities, including government services, administrative institutions, logistics and transportation, large-scale manufacturing enterprises and so on. The company's business goal is "to be an expert in bank card service, and to build the preferred brand for customers", and its business purpose is "market first, customer first, service first". Through active exploration and continuous innovation, we have successively developed new businesses and products with relatively complete categories, 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 build a "dedicated, professional and dedicated" service brand, the company is fully committed to the professional service of the bank card acceptance market in Anhui Province, providing "high-quality, efficient, standardized and professional" bank card professional services for card-issuing banks, special merchants and cardholders.
Second, Anhui UnionPay business organization structure
Anhui UnionPay business is divided into three levels according to the management level. The first level is the general manager's office, the second level is the first-level department of the branch, and the third level is the second-level management department and local business department of the branch. In terms of functions, there are technical department, marketing department and comprehensive department. With the development of business, it is necessary to further optimize the internal structure, adjust relevant personnel, rationally allocate and adjust the organization accordingly.
Third, the status quo and problems of marketing management of UnionPay Business Anhui Branch
With the influx of other payment companies into the market, UnionPay Anhui Branch can continue to maintain steady growth and take the initiative in the payment market. At the same time, we will announce the merchants transferred out of the industry, focus on tackling key problems, and adopt various marketing methods to recapture the market and specific merchants from competitors. In addition, the convenience channel of MIS system was opened, and large supermarket chains and large group merchants were actively expanded. At the same time, we will not give up small and medium-sized merchants and actively expand the financial payment market. But in the specific marketing work, it is still difficult to avoid the failure of marketing work.
(A) Anhui UnionPay business marketing status
1. Position setting: local supervisor and local salesperson.
2. Number of marketing personnel: Sales supervisor: about 17 people, mainly working in Anhui 17 cities, mainly responsible for business development and maintenance in various cities. Each city has an average of 5- 10 local salesmen. Set up local sales team.
(B) marketing management system
1. Incentive system: the salesman competition system, in which the salesmen who participate in the competition put forward their own practices and sufficient reasons for the target market, sales target and expense target. You can go to work after approval. The competition is held once a year.
2. Salary system: basic salary+commission system.
(C) the characteristics of marketing management of UnionPay Business Anhui Branch
1. The marketing organization structure is simple, and the functions of the marketing headquarters are in a defective state: there is no standardized marketing management process, such as strategic planning, tactical formulation, plan management, information management, logistics management, regional management, advertising management and many other functions are missing or there is no clear division of powers and responsibilities.
2. The marketing expenses are strictly controlled, and the basic salary of the sales supervisor is very small, relying entirely on the sales commission. The sales expenses that the sales supervisor can flexibly use are lower. Do not set up regional branches, saving personnel costs.
3. It is difficult to see the systematic analysis of the market and the overall marketing strategy planning of enterprises by experience promotion. The sales plans of enterprises are basically made by experience, so it is often impossible to provide suitable solutions and specific products according to the specific needs of businesses.
4. With low price as the main marketing promotion means, there is no mature marketing model. First, there is no systematic promotion. Second, there is no summary of the promotion effect. The reason for this situation is the low marketing quality of sales staff.
(D) The core issues of marketing management of UnionPay Anhui Branch
1. The coordination between short-term interests and long-term development has not been solved.
The overall marketing behavior tends to get the maximum benefit in the short term, that is, it pays attention to the short-term return rate of capital investment, and has no clear understanding of the long-term use direction of funds. When the sales situation is good, the system adjustment is neglected, and when the sales situation is bad, there is a lack of funds, forming a vicious circle.
2. There is no correct understanding of cost and investment.
Too much consideration is given to the cost factor, while the change of market competition situation is ignored. For projects related to the sustainable development of enterprises, such as the construction of distribution network, we should use the awareness of investment to measure the expenditure of funds, and we should not blindly consider the problem of expense rate. Enterprises have no strategic consideration for capital expenditure projects, and always think that they can't overspend, while competitors focus their resources on the market, which has caused great pressure on enterprises. As a result, once a good market opportunity is lost, it can no longer be recovered by increasing investment.
3. Decision-making and management rely too much on experience.
Without scientific decision-making mechanism and management mechanism, relying mainly on experience will inevitably have great limitations. The key is to create a good environment for decision-making and management to operate according to certain norms, thus improving work efficiency. Too much decision-making and management experience, on the one hand, can not guarantee the accuracy of the strategy, on the other hand, it limits the enthusiasm of employees and affects the vitality of enterprises.
(E) Focus on improving the marketing management level of UnionPay Business Anhui Branch
1. Reform of marketing management system: The problems in sales are only appearances, and the reform of marketing management system is the foundation for enterprises to get out of the predicament, and the key is to create a good internal environment.
The key points of marketing management system reform are: decision-making system, organization system and incentive system. The establishment of these systems will help to improve the professionalism of the overall marketing work of enterprises.
2. Application of sales platform marketing system: The core idea of sales platform system is to make the sales of enterprises through systematic management.
Sales work can run on a good platform and achieve an integrated effect.
The sales platform system covers six aspects: distribution network construction, in-depth distribution operation, interactive promotion, sales organization establishment, sales personnel management and sales logistics management, and comprehensively builds a standardized sales management system for enterprises. The construction of the sales platform system will design the most suitable marketing management system according to the marketing strategic planning and the existing resources of the enterprise. It is not a simple combination of the above six aspects, but an effective integration of different systems under the same strategic goal; At the same time, there is also a process of business content among the six aspects, which is to improve the professional level of the whole sales work through the process.
3. Standardized management of sales staff: No matter how the marketing system is reformed, the promotion of sales staff's marketing quality should be a core task. Without specific executives, even the best strategy is just a castle in the air. The standardized management of sales staff is a key factor. When they don't have professional level, we should guide them to develop good thinking mode and work habits through standardization, and then gradually stimulate their creativity.
There is still a long way to go for UnionPay Anhui Branch to win development through management restructuring. The most important thing is to establish the concept of sustained profit growth, look at the bottleneck encountered in the development of enterprises from the perspective of overall marketing management, find out the root of the problem fundamentally, reorganize with systematic management, and finally break through the bottleneck and move towards a higher level of development.