C银行移动支付战略研究

发布时间：2018-05-29 19:33

本文选题：移动支付 + PEST分析　；参考：《中国海洋大学》2015年硕士论文

【摘要】：随着移动互联网的和移动电子商务的发展,移动支付以其全方位全天候的特点满足了交易各方在支付结算方面的需求,在世界各国得到快速发展。在中国,移动支付也成为一项高速增长的业务。但是,一方面《非金融机构支付服务管理办法》颁布实施,降低了开办支付结算业务的政策壁垒,使得移动通信运营商、第三方支付公司、互联网公司、电商企业多方参与进来,打破了商业银行在支付结算业务中的垄断地位,加剧了竞争。另一方面移动支付国家标准于2014年最终确立,统一了移动支付业务的各项技术标准,为移动支付发展带来了机遇。作为国有控股的全国性商业银行,C银行在产品创新和业务转型方面始终走在前面。支付结算业务是C银行一项重要的中间业务,面对支付结算的移动化发展,如何把握机遇应对挑战,制定正确的发展战略,成为C银行发展移动支付业务的关键所在。本文运用战略管理相关理论和分析模型,对C银行移动支付业务进行了研究分析,最后得出C银行移动支付业务所要采取的战略和具体的战略实施措施。本文首先阐述了移动支付定义、分类以及目前移动支付三种主要的商业模式,并分析了国外具有代表性国家和地区移动支付市场发展状况和国内发展状况,同时做了对比分析,发现国外的可借鉴之处和国内的不足。然后利用PEST分析方法对移动支付业务进行了宏观环境分析,用波特五力模型进行了行业竞争分析。接着对C银行移动支付业务进行内部分析,简要介绍了C银行历史和移动支付业务现状,并找出存在的问题和不足。最后对C银行进行了SWOT分析,并根据SWOT战略组合矩阵分析得出C银行移动支付业务战略方案和战略实施保障措施。在公司总体战略上C银行应该采取SO发展战略,利用移动支付市场快速发展的机会,积极进行支付业务创新,实现支付业务转型。在竞争战略上采取差异化竞争策略,推动移动支付产品和服务的差异化建设,并从组织架构资源配置、支付渠道建设、产品开发、市场营销四个方面制订了具体的实施措施。文章站在商业银行的视角对移动支付业务进行了战略分析,对其他商业银行具有借鉴意义。但是移动支付业务在中国也是处于快速发展阶段,尚未进入成熟期,行业环境处于动态发展之中,是否应该把移动支付作为移动金融核心来发展值得商榷。作者也深知由于理论水平和实践经验的限制,使本文在文献整理、研究深度和战略实施措施创新方面存在不足,需要在以后的研究中加以提升和改进。
[Abstract]:With the development of mobile Internet and mobile electronic commerce, mobile payment meets the needs of all parties in payment and settlement with its all-weather characteristics, and has been developing rapidly in the world. In China, mobile payment has also become a high-growth business. However, on the one hand, the promulgation and implementation of the "measures for the Administration of payment Services of Non-Financial institutions" has lowered the policy barriers to operating payment and settlement services, enabling mobile communication operators, third-party payment companies, and Internet companies, The participation of e-commerce enterprises breaks the monopoly position of commercial banks in payment and settlement business and intensifies the competition. On the other hand, the national standard of mobile payment was finally established in 2014, which unified the technical standards of mobile payment service and brought opportunities for the development of mobile payment. As a state-owned national commercial bank, Banco C has always been ahead in product innovation and business transformation. Payment and settlement business is an important intermediate business in C Bank. In the face of the mobile development of payment settlement, how to grasp the opportunity to deal with the challenge and formulate a correct development strategy has become the key of C Bank to develop mobile payment business. Based on the theory and analysis model of strategic management, this paper studies and analyzes the mobile payment service of bank C, and finally obtains the strategy and concrete measures to be adopted in the mobile payment service of bank C. This paper first describes the definition, classification and current mobile payment of three main business models, and analyzes the representative countries and regions abroad mobile payment market development and domestic development, and makes a comparative analysis. Find the foreign reference and domestic deficiencies. Then, the macro environment of mobile payment service is analyzed by using PEST analysis method, and the industry competition is analyzed by Porter's five-force model. Then, the internal analysis of C bank mobile payment service is carried out, the history of C bank and the present situation of mobile payment service are briefly introduced, and the existing problems and shortcomings are found out. Finally, the SWOT analysis of C Bank is carried out, and according to the SWOT strategic portfolio matrix analysis, the C Bank Mobile payment business strategic plan and strategic implementation safeguard measures are obtained. In the overall strategy of the company, bank C should adopt so development strategy, take advantage of the opportunity of rapid development of mobile payment market, actively carry out payment business innovation and realize payment business transformation. In the competition strategy, the paper adopts the differentiated competition strategy to promote the construction of mobile payment products and services, and formulates the concrete implementation measures from four aspects of organizational structure, resource allocation, payment channel construction, product development and marketing. From the perspective of commercial banks, this paper makes a strategic analysis of mobile payment services, which has reference significance for other commercial banks. But the mobile payment service is also in the rapid development stage in China, has not entered the mature stage, the industry environment is in the dynamic development, whether should take the mobile payment as the mobile finance core to develop to question. The author also knows that due to the limitation of theoretical level and practical experience, this paper has some shortcomings in literature collation, research depth and innovation of strategic implementation measures, which need to be promoted and improved in the future research.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2;F724.6

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