Marketing Transformation in the Digital Payment Ecosystem: Smart Marketing Strategies Based on Alipay

With the rapid development of the digital economy, mobile payment with its easy and fast, safe and reliable characteristics attracts people’s attention, more and more consumers tend to use mobile payment as a means of payment. Among them, Alipay, as the leading software with financial payment function in China, has been recognized by the people of China. According to the statistics of Ant Group’s financial report, Alipay has more than 1 billion users, covering 80% of Chinese netizens. Alipay’s function is very wide, not only provides a payment function, but also brings together the financial management, traveling and other functions. Based on this paper through relevant case studies of Alipay, we can understand and explore its marketing strategy in depth, and in this way to explore the marketing change of digital payment guided by Alipay. Through the study, it is found that Alipay relies on cooperative marketing, scene payment marketing to build an intelligent marketing model, and actively uses AI technology to carry out precision marketing. Based on this, this paper proposes a marketing path to value transformation and makes intelligent marketing suggestions for other platforms.