Analysis of key factors for increasing market share : case company: EasyTransfer

Third-party payments have become popular in China as technology advances, and they are impacting how people pay. There is also the reality that the economy of China is quickly expanding, and an increasing number of Chinese people are eager to learn outside of the country. As a result, the majority of students and families studying outside of China experience difficulties in paying their tuition fees. Customers want an easy payment method to solve this problem and thus facilitate the payment of tuition fees. The key of thesis research topic is how to assist the case company in attracting more customers in order to gain a larger market share in China. This results in recommendations and activities that the case firm can adopt. The thesis through a combination of quantitative and qualitative analysis, the approach uses a deductive research methodology to uncover the answer to the problem. Primary data was gathered through online surveys and interviews, with secondary data gathered from a variety of additional sources, such as internet articles and books, to supplement the primary data. The 4P’s and 4C’s analysis, SWOT analysis, FCB Grid Model, and traditional marketing funnel of the consumer purchase decision process are used to analyze strengths and weaknesses of the case company, as well as the aspects of the case company that need improvement, in this thesis. The results of the study show that security, convenience and low price are factors in the decision of customer to use a certain payment method. Important findings of the study also include the fact that customers are more likely to listen to people they trust when deciding on a payment method, and that many customers have not heard of the case company. These and other findings are used to inform the development strategy of case company