| With the popularity of3G technology and mobile terminals devices, people’s demandfor financial services is enhancing, financial service mode is also changing and positivelyunder the new social background. As a new and integration mode of financial service,mobile financial emerges at a historic moment, and shows huge potential and broad marketprospect. Mobile banking industry has more than ten years of development history in China,from the beginning of the payment pilot to the formation of mobile financial platform,mobile financial industry scale has been the breakthrough development. However, there existmany substantive problems in mobile banking industry, which hinders the development ofmobile banking industry seriously. In particular, collaborative agents of mobile bankingindustry now haven’t established the reasonable value distribution of industry value chain inthe cooperation. There are all kinds of contradictions in Cooperation value distribution,which directly affects the enthusiasm of all parties and restricts industry’s cooperation anddevelopment. To establish the value distribution mode of Mobile financial industry valuechain conforming to the situation of our country is the key to promote the development ofmobile financial industry in China.Related research literatures domestic and overseas show that most of the scholarsmainly studied the method of value distribution in industry value chain from the perspectiveof game theory, but there are few scholars explored this topic with the method combiningtheoretical and empirical. Studying the problem from the perspective of game theory usuallysets the assumptions, but there are a lot of the assumptions haven’t been satisfied in theempirical study, so there is a certain deviation in the process of empirical, which doesn’tcompletely have empirical research for the theory. This article studies the value distributionof mobile banking industry value chain in our country under such background. Based on theindustrial value chain theory, this paper builds the value chain model of mobile financialindustry in China, and obtains composition and main participants of mobile financialindustry value chain. The paper predicts value distribution process among cooperationenterprises of industry value chain with evolutionary game model, and describes itsevolution path.Based on resource-Based theory, transaction costs theory, equity theory, risk returntheory and value distribution theory and the existing research at home and abroad, the paper brings in the special investment and power as the independent variables and takes valuedistribution as the dependent variable. At the same time, this paper joins the expectedperformance, value creation, risk, bargaining power and dependence these variables, buildsthe concept model of factors that affect the value distribution, and reveals the mechanism ofthese influence factors in mobile financial industry. Then through questionnaires and SEManalysis, the hypothesis test is proposed.Based on the industrial value chain theory, this paper integrates the methods oftheoretical analysis and empirical analysis, constructs the model of mobile financial industryvalue chain, puts forward the concept model of factors that affect the value distribution ofmobile financial industry value chain, explores the mechanism of factors that affect the valuedistribution of mobile financial industry value chain by using empirical method specificallyand gives the countermeasures to promote the development of mobile financial industry inChina according to the empirical result. The article enriches the research content andenhances the depth of field of research by having the very strong innovation value andtheoretical significance. Based on the empirical study of factors affecting the valuedistribution of mobile financial industry value chain, the paper finds out the key factors thataffect the value distribution of mobile financial industry value chain. The results providemanagement enlightenments and guidance for the main body participating in mobilefinancial industry to explore improved strategy of value distribution of mobile financialindustry value chain and improve the efficiency of the value distribution, for other industrycooperation and the government to make relevant policy recommendations, having a strongpractical significance.Chapter1is the introduction part. This chapter introduces in detail the researchbackground, significance, research status at home and abroad, the aim of research, theresearch methods and the main innovation points.Chapter2is the review of related theories. This chapter carries on the theoretical reviewrespectively about the industrial value chain theory, the value distribution theory, gametheory and other related theory.Chapter3is the analysis of mobile financial industry value chain. Firstly, this chapterexpounds the meaning and characteristics of mobile financial and its value. Then, the paperanalyzes the development of mobile financial industry at home and abroad and the factorsaffecting the development of mobile financial industry, introduces the integration of mobilefinancial industry. Last, this chapter analyses the mechanism of control change of mobile financial value chain.Chapter4is the research about value distribution of mobile financial industry valuechain as the core part of the paper. This chapter firstly introduces the value allocationmechanism of mobile financial industry value chain and the leading enterprises in valuedistribution, including the distribution principles, influence factors, characteristics of leadingenterprises. And then, this chapter puts forward the value distribution pattern of mobilefinancial industry value chain. Finally, this chapter builds the value distribution model ofmobile financial industry value chain and analyzes the model by using theory of game theoryand mathematical method.Chapter5is the analysis of factors affecting the value distribution of mobile financialindustry value chain. Based on the existing theoretical research results above, this chapteranalyzes the influence mechanism of the value distribution of mobile financial value chaincombining with the current mobile financial development in China.Chapter6is the empirical study about value distribution of mobile financial industry.First of all, according to the existing research results, this chapter puts forward the conceptmodel of value distribution of mobile financial industry value chain on the basis of definingthe relevant variables. Secondly, this chapter designs questionnaire combining with domesticand foreign mature metrics,, investigates, collects data and measures the variables. Then,this chapter analyzes data by using software SPSS13.0and LISREL8.70, and discusses thetest results. The empirical results show that there are ten hypotheses get through and threehypotheses didn’t get through. Finally, this chapter discusses China’s development practiceand puts forward the management implications of research according to the result ofempirical analysis.Chapter7is the optimization countermeasure for moving the healthy development ofmobile financial industry. Combined with the above analysis of mobile financial industry,this chapter puts forward the optimizing countermeasure to promote the further developmentof China mobile financial industry according to the problems in the development of mobilefinancial industry in China and provides the reference of improved countermeasures of valuedistribution for the main body participating in mobile financial industry.Chapter8is conclusion and prospect. Based on the above research process and researchresults, this chapter gives the main conclusion and the limitation of the study, and pointes outthe follow-up work of the main direction of further research.Based on the existing research, the article creatively puts the power, investment, dependence, expected performance, risk, bargaining power, value creation and valuedistribution into a unified analysis framework, explores their interaction relations, widens thefield of research ideas, and enriches the field of research content. |
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