长沙银行“手机付”商业运营模式研究

发布时间：2018-04-11 12:01

本文选题：手机支付 + 商业运营模式　；参考：《中南大学》2013年硕士论文

【摘要】：手机支付结合了通信业与金融业的优势,成为了移动金融发展的重要组成部分。我国从2002年开始手机支付业务的试点,近十年来,国内学者对此的研究也很广泛,就目前,如何建设一个有效、共赢的运营模式仍然是一个亟待解决的问题。本文首先介绍了我国手机支付业务现存的四种运营模式：金融机构主导型；运营商主导型；第三方服务商主导型以及联合主导型。再从产品战略、营销策略及盈利模式几方面来研究长沙银行“手机付”的商业运营模式。运用情景规划法中的情景矩阵工具研究长沙银行“手机付”产业链中各参与方的目标关联性,利益一致性,以及相互间的直接间接综合影响力,来确定长沙银行“手机付”该种联合运营模式中的重要关联因素,并依此提出该运营模式中存在的问题及对应的解决方案。手机支付业务是一项跨行业的业务,需要移动运营商、金融机构和服务商等多方共同合作。因此,研究长沙银行“手机付”的运营模式对于其他类型的手机支付模式具有一定的启示意义。
[Abstract]:Mobile payment combines the advantages of communication industry and financial industry and becomes an important part of mobile finance development.Our country started the pilot of mobile phone payment service in 2002. In the past ten years, domestic scholars have also studied this issue widely. At present, how to build an effective, win-win operation model is still a problem to be solved urgently.This paper first introduces the existing four operating modes of mobile phone payment business in China: financial institution leading; operator leading; third party service provider leading; and joint leading.Then it studies the business operation model of Changsha Bank from the aspects of product strategy, marketing strategy and profit model.Using the scenario matrix tool in scenario planning method, the paper studies the objective relevance, benefit consistency and direct or indirect influence of the participants in Changsha Bank's "mobile payment" industry chain.In order to determine the important related factors in the "mobile phone payment" joint operation mode of Changsha Bank, the problems existing in the operation mode and the corresponding solutions are put forward.Mobile payment service is a cross-industry business, which requires the cooperation of mobile operators, financial institutions and service providers.Therefore, the study of Changsha Bank "mobile phone payment" operation model for other types of mobile phone payment mode has certain enlightenment.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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