Research On The Operational Mechanism Of Mobile Payment Business Model Based On Cooperative Game Theory

The pace of modern information technological innovation and reform of commerce are accelerating today,the popularity of smart phones,tablet PCs and other mobile smart terminals gave birth to mobile payment this new business model,more and more consumers tend to recognize and accept experience consumption brought by the mobile commerce services.With the rapid development of mobile internet and mobile commerce,consumers demand for mobile payment is also growing,which makes mobile payment widespread concerned in the global context,and at the same time,the mobile payment business model has become one of the important frontier and hot research content in the field of e-commerce engineering and management.In the mobile payment business model,the cooperation between the participants can realize the cooperation surplus,the fairness and rationality of the benefit distribution in the cooperative alliance is the guarantee for the continuous cooperation of the participants,it is also an important reference to measure the stability of cooperation alliance.In the current academic literature,most of the researches on mobile payment are based on use of influencing factors and business model;there is no combination of cooperative game theory to carry out quantitative analysis of mobile payment participants,but also lack of research on the benefit distribution mechanism of cooperation in the mobile payment business model.Therefore,based on the theory of cooperative game,this paper designs three content of step-by-step research,combined with the characteristics of the specific mobile payment business model,quantifies the value contribution of the participant in the cooperative alliance,analyzes the benefit distribution mechanism of different participants in the formation of cooperative alliance,and provide reference for healthy and stable operation of mobile payment business model in our country.The main works are as follows:First,the mobile payment is a popular development direction in recent years,but the current mobile payment in our country has not formed a unified business model,the existing research did not quantify the value contribution of the participants,and result the conflicts of benefit distribution in the study of cooperative game theory.This paper uses cooperative game theory to explore the business model of communication operators,financial institutions,and the third party payment platform in the process of mobile payment.According to the characteristics of each participant in the form of mobile payment business model,the possibility of forming alliances is discussed,which is the theoretical basis for the next optimization research.Based on the Shapley method,the value contribution of the participant is quantified on the basis of the synergistic effect of communication operator,financial institution and the third party payment platform,which provide the basis for the distribution of the cooperative benefit.Also,this paper analyzes the different game cooperation mechanisms among the communication operators,financial institutions and the third party payment platform in the mobile payment business model,discusses the formation of the mobile payment business model value work and the main body role the participators,and provides references for the construction of effective business model.Second,to undertake the above optimization of the two different mobile payment business model of the cooperative alliance,this section quantifies the benefit distribution of one of the business model,that is,give the research on the distribution mechanism of the dynamic cooperative alliance formed by communication operator,financial institution and the third party payment platform in the process of interactive game.The specific performance is the benefit distribution of three party in cooperative game based on Shapley method to quantifies the value contribution of communication operator,financial institution and the third party payment platform.The result show that the improved Shapley method is applied to the research on mobile payment business model,which is more fair and scientific,it also provides a theoretical reference for solving the cooperative conflict,building collaborative innovation and benefit distribution of the mobile payment business model ecological system.Third,according to another study module extracted from optimization research content,this section analyzes the benefit distribution of the mobile payment business model based on the cooperative game between the communication operator and financial institution.According to the theory of resource integration,the core advantages of communication operators and financial institutions involved in the formation of interactive game are advocated,and the benefit distribution mechanism of cooperative alliance is established.In accordance with the principle of benefit distribution of the main contributors,the improved Cobb-Douglas production function is used to determine the contribution rate of each participant,and the benefit distribution model based on the factors is given.Through the case study can get the comprehensive quota of three different cooperation modes under the background of cooperative game between the communication operator and the financial institution.The research shows that the mode of cooperation under the supervision and coordination of the government can not only maximize the benefits of the main body,but also achieve the overall welfare of the society and realize the Pareto optimal;the results are of great significance to the construction and stable operation of benefit distribution mechanism of the current mobile payment business model in our county.