易宝支付有限公司竞争战略研究

发布时间：2018-08-28 13:27

【摘要】：我国电子商务和互联网经济的迅猛发展使得目前第三方支付行业呈现出激烈且多元化的竞争格局,易宝支付有限公司要在支付产品和服务日趋同质化的竞争环境中获得持续的竞争优势,就需要选择并施行有效的竞争战略。本文通过对基本竞争战略、基于价值的蓝海战略和商业生态系统理论以及第三方支付的相关理论进行梳理和研究,对易宝公司的内外部竞争环境进行分析,得出易宝公司不适用于成本领先和集中化竞争战略,而应该采取差异化竞争战略的结论。易宝公司应从以下三个方面实施差异化竞争战略：第一,在现有品牌协同策略下,打造专业支付服务提供商的形象；第二,构建差异化的支付产品体系,在业务、支付手段和客户体验等方面,通过差异化的产品体系来提高客户的价值,同时在移动支付平台安卓化和第四方支付拓展两个方向加快新产品研发进度；第三,建立五级客户分层的服务体系,并在客户服务质量和服务手段方面进行创新。为了保障易宝公司差异化竞争战略的有效实施,应采取以下保障措施：第一,将对人宽容对事严格的企业文化升级为追求创新和效率为核心的企业文化；第二,将原来事业部制的分权型组织结构转变为扁平化的直线型职能组织结构；第三,通过整合易宝公司职能机构和内部资源、技术人力和客户,建设价值链中互联互通的信息化技术平台；第四,通过对人力资源的整合,建设专业支付服务提供商的人才梯队。
[Abstract]:With the rapid development of electronic commerce and Internet economy in China, the third party payment industry presents a fierce and diversified competition pattern. In order to obtain the sustainable competitive advantage in the increasingly homogenous competitive environment of payment products and services, Yi Bao payment Co., Ltd. needs to choose and implement an effective competitive strategy. Through combing and studying the basic competition strategy, the value based blue sea strategy and the commercial ecosystem theory and the related theory of the third party payment, this paper analyzes the internal and external competition environment of Yi Bao Company. It is concluded that Yibao Company is not suitable for cost leading and centralized competitive strategy, but should adopt differentiated competitive strategy. The company should implement the differentiated competition strategy from the following three aspects: first, under the existing brand coordination strategy, to create the image of the professional payment service provider; second, to build the differentiated payment product system, in the business, Payment means and customer experience, through the differentiated product system to improve customer value, at the same time in mobile payment platform Android and fourth party payment expansion to speed up the development of new products; third, Establish five-level customer-layered service system and innovation in customer service quality and service means. In order to ensure the effective implementation of the differentiated competitive strategy of Yi Bao Company, the following measures should be taken: first, to upgrade the strict corporate culture of tolerance to the pursuit of innovation and efficiency; second, The former decentralized organizational structure of the Ministry of Enterprise has been transformed into a flat linear functional organizational structure. Third, through the integration of the functional institutions and internal resources of Yi Bao Company, technical manpower and customers, Fourth, through the integration of human resources, the construction of professional payment service providers talent echelon.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F724.6

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