本文選題：第三方移動(dòng)支付　切入點(diǎn)：價(jià)值網(wǎng)絡(luò)　出處：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：隨著移動(dòng)通信技術(shù)不斷地革新技術(shù),以手機(jī)為代表的移動(dòng)智能終端載體迅速普及,移動(dòng)端網(wǎng)絡(luò)與PC端網(wǎng)絡(luò)的融合,在國家政策大力支持的背景下,移動(dòng)支付的發(fā)展迎來了良好的機(jī)遇。第三方移動(dòng)支付通過自身獨(dú)特的電子商務(wù)屬性,更加貼近客戶,為客戶提供便利的移動(dòng)支付服務(wù),在移動(dòng)支付領(lǐng)域中處于遙遙領(lǐng)先的位置。雖然第三方移動(dòng)支付的發(fā)展已獲得可觀的進(jìn)度,但還存在許多美中不足的地方。如行業(yè)內(nèi)競爭激烈導(dǎo)致服務(wù)同質(zhì)化,服務(wù)質(zhì)量有待進(jìn)一步提高;收入來源單一,第三方移動(dòng)支付機(jī)構(gòu)能都投入系統(tǒng)技術(shù)開發(fā)的資金不足;企業(yè)創(chuàng)新能力不足,不能及時(shí)對客戶的需求做出相關(guān)應(yīng)對;第三方移動(dòng)支付機(jī)構(gòu)尚未形成有效的商業(yè)模式,未能適應(yīng)互聯(lián)網(wǎng)經(jīng)濟(jì)的背景等。因此,研究第三方移動(dòng)支付價(jià)值網(wǎng)絡(luò)中各主體的合作方式,構(gòu)建適應(yīng)當(dāng)前競爭環(huán)境下的第三方移動(dòng)支付商業(yè)模式有著重要意義。本文通過對第三方移動(dòng)支付機(jī)構(gòu)發(fā)展的現(xiàn)狀進(jìn)行調(diào)查和分析,相比較金融機(jī)構(gòu)及移動(dòng)通信運(yùn)營商找出優(yōu)勢與劣勢;采用系統(tǒng)分析法,找出阻礙第三方移動(dòng)支付發(fā)展的關(guān)鍵問題,依據(jù)第三方移動(dòng)支付機(jī)構(gòu)的優(yōu)勢挖掘目標(biāo)客戶群,鎖定目標(biāo)市場;根據(jù)價(jià)值網(wǎng)絡(luò)理論,對第三方移動(dòng)支付產(chǎn)業(yè)鏈的宏觀環(huán)境進(jìn)行分析和調(diào)查,研究產(chǎn)業(yè)鏈上各主體的作用及價(jià)值交換方式,并進(jìn)一步的分解價(jià)值鏈,重構(gòu)第三方移動(dòng)支付價(jià)值網(wǎng)絡(luò);運(yùn)用文獻(xiàn)研究法,對商業(yè)模式的組成要素做一定概括與提取,結(jié)合相關(guān)學(xué)者提出的商業(yè)模式設(shè)計(jì),構(gòu)建基于價(jià)值網(wǎng)絡(luò)創(chuàng)新的第三方移動(dòng)支付商業(yè)模式。根據(jù)前文提出的商業(yè)模式設(shè)計(jì)方案,提出實(shí)現(xiàn)第三方移動(dòng)支付商業(yè)模式的相關(guān)配套措施。通過以上主要工作,得出以下結(jié)論和研究結(jié)果:由于信用卡體系的不夠完善,相比于信用卡支付便利性,用戶更加愿意使用移動(dòng)支付。在政府政策以及相關(guān)金融監(jiān)管部門的合作推廣幫助下,第三方移動(dòng)支付在未來有巨大的發(fā)展空間。在移動(dòng)支付領(lǐng)域中,第三方支付機(jī)構(gòu)憑借專注便利支付的服務(wù)脫穎而出,由于第三方移動(dòng)支付服務(wù)已趨于成熟,目前其首要戰(zhàn)略目標(biāo)是將小額市場的定位轉(zhuǎn)向大額市場,拓廣用戶群。通過創(chuàng)新移動(dòng)支付技術(shù),增加支付的多樣性及便利性,最大程度的滿足客戶的多樣化需求,培養(yǎng)用戶的使用忠誠度。在互聯(lián)網(wǎng)經(jīng)濟(jì)背景下,聯(lián)合多個(gè)企業(yè)進(jìn)行協(xié)同創(chuàng)新,建立有效的價(jià)值網(wǎng)絡(luò)是保證企業(yè)競爭力的重要方式。第三方移動(dòng)支付機(jī)構(gòu)以價(jià)值網(wǎng)絡(luò)為基礎(chǔ),建立整合型的商業(yè)模式,通過將價(jià)值網(wǎng)絡(luò)內(nèi)的資源進(jìn)行整合,讓客戶參與價(jià)值創(chuàng)造過程,提高支付服務(wù)效率。擁有龐大的忠實(shí)客戶群,是保障第三方移動(dòng)支付機(jī)構(gòu)收入的來源,也是保障其在行業(yè)競爭中處于領(lǐng)先地位的優(yōu)勢。
[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.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;F832.2

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