基于价值网络创新的第三方移动支付商业模式研究

发布时间：2018-03-29 13:53

本文选题：第三方移动支付　切入点：价值网络　出处：《江西财经大学》2017年硕士论文

【摘要】：随着移动通信技术不断地革新技术,以手机为代表的移动智能终端载体迅速普及,移动端网络与PC端网络的融合,在国家政策大力支持的背景下,移动支付的发展迎来了良好的机遇。第三方移动支付通过自身独特的电子商务属性,更加贴近客户,为客户提供便利的移动支付服务,在移动支付领域中处于遥遥领先的位置。虽然第三方移动支付的发展已获得可观的进度,但还存在许多美中不足的地方。如行业内竞争激烈导致服务同质化,服务质量有待进一步提高;收入来源单一,第三方移动支付机构能都投入系统技术开发的资金不足;企业创新能力不足,不能及时对客户的需求做出相关应对;第三方移动支付机构尚未形成有效的商业模式,未能适应互联网经济的背景等。因此,研究第三方移动支付价值网络中各主体的合作方式,构建适应当前竞争环境下的第三方移动支付商业模式有着重要意义。本文通过对第三方移动支付机构发展的现状进行调查和分析,相比较金融机构及移动通信运营商找出优势与劣势;采用系统分析法,找出阻碍第三方移动支付发展的关键问题,依据第三方移动支付机构的优势挖掘目标客户群,锁定目标市场;根据价值网络理论,对第三方移动支付产业链的宏观环境进行分析和调查,研究产业链上各主体的作用及价值交换方式,并进一步的分解价值链,重构第三方移动支付价值网络;运用文献研究法,对商业模式的组成要素做一定概括与提取,结合相关学者提出的商业模式设计,构建基于价值网络创新的第三方移动支付商业模式。根据前文提出的商业模式设计方案,提出实现第三方移动支付商业模式的相关配套措施。通过以上主要工作,得出以下结论和研究结果:由于信用卡体系的不够完善,相比于信用卡支付便利性,用户更加愿意使用移动支付。在政府政策以及相关金融监管部门的合作推广帮助下,第三方移动支付在未来有巨大的发展空间。在移动支付领域中,第三方支付机构凭借专注便利支付的服务脱颖而出,由于第三方移动支付服务已趋于成熟,目前其首要战略目标是将小额市场的定位转向大额市场,拓广用户群。通过创新移动支付技术,增加支付的多样性及便利性,最大程度的满足客户的多样化需求,培养用户的使用忠诚度。在互联网经济背景下,联合多个企业进行协同创新,建立有效的价值网络是保证企业竞争力的重要方式。第三方移动支付机构以价值网络为基础,建立整合型的商业模式,通过将价值网络内的资源进行整合,让客户参与价值创造过程,提高支付服务效率。拥有庞大的忠实客户群,是保障第三方移动支付机构收入的来源,也是保障其在行业竞争中处于领先地位的优势。
[Abstract]:With the continuous innovation of mobile communication technology, mobile intelligent terminal carrier represented by mobile phone is popularized rapidly, and the integration of mobile terminal network and PC terminal network, under the background of strong support of national policy, The development of mobile payment ushered in a good opportunity. Third party mobile payment through its unique e-commerce attributes, closer to customers, to provide customers with convenient mobile payment services, Although the development of third-party mobile payment has made considerable progress, there are still many shortcomings in the field of mobile payment, such as fierce competition in the industry leading to homogenization of services, The service quality needs to be further improved; the source of revenue is single, the third party mobile payment organizations can invest in the system technology development funds are insufficient, the enterprise innovation ability is insufficient, can not make the relevant response to the customer's demand in time; Third party mobile payment organizations have not yet formed an effective business model and failed to adapt to the background of the Internet economy. It is of great significance to construct the third party mobile payment business model adapting to the current competitive environment. This paper investigates and analyzes the current situation of the development of the third party mobile payment organization. Comparing the advantages and disadvantages of financial institutions and mobile communication operators, using system analysis method to find out the key problems that hinder the development of third-party mobile payment, and mining the target customer base according to the advantages of third-party mobile payment organizations. According to the theory of value network, this paper analyzes and investigates the macro environment of the third party mobile payment industry chain, studies the role of each main body in the industry chain and the way of value exchange, and further decomposes the value chain. Reconstructing the third party mobile payment value network, using literature research method to summarize and extract the elements of business model, combining with the design of business model put forward by relevant scholars, The third party mobile payment business model based on the value network innovation is constructed. According to the business model design scheme proposed above, the relevant supporting measures to realize the third party mobile payment business model are put forward. The following conclusions and results are drawn: due to the imperfection of credit card system, users are more willing to use mobile payment than credit card payment convenience. In the field of mobile payment, third-party payment organizations stand out by focusing on the services of convenient payment, because the third-party mobile payment services have matured. At present, its primary strategic goal is to shift the positioning of the small market to the large market and broaden the user base. By innovating mobile payment technology, it can increase the diversity and convenience of payment, and meet the diversified needs of customers to the greatest extent. Under the background of Internet economy, it is an important way to establish an effective value network and cooperate with many enterprises to carry out collaborative innovation. Third party mobile payment organizations are based on value network. The establishment of an integrated business model, through the integration of resources within the value network, allows customers to participate in the value creation process and improve the efficiency of payment services. Having a large and loyal customer base is a source of revenue for third-party mobile payment organizations. It is also to ensure that it is in a leading position in the industry competition advantage.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.2

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