The Study On Co-opetition Game Of NFC Mobile Payment Industry

NFC mobile payment, as a new kind of electronic payment, has many advantages, such as safe, convenient, low power consumption, plenty of application, etc. It is mainly applied in offline or face to face transactions, which is complementary to remote mobile payment.China’s NFC mobile payment industry has developed rapidly, but still not be mature. NFC mobile payment is an industry with high degree of complexity, and the industry chain is very long, covering telecom, finance, IT, etc. Some of the core industry participants all hope of leading industry chain and the competition is very fierce, which is very bad for early industry development. Additional, different industrial standard and vague business model, all these seriously hindered the development of the industry. To solve these problems, the key lies in confirming the value offered by the participants of the industrial chain and positioning them clearly, paying attention to the cooperation among them and benign competition. It is important to study the co‐opetition game relationships among industrial participants. NFC mobile payment industry chain is a typical net‐based industrial chain. The co‐opetition game among the enterprise, which provide the same and different value modules, constitutes two big different game among the participants of the industry chain, with the former competition far outweighing cooperation and the latter cooperation far outweighing competition. Thereupon, the co‐opetition game structure, fields and strategies of the two different game make up the main research aspects in this paper.This paper firstly makes detailed analysis of the NFC mobile payment technical solutions and its’ current development situation in the domestic and foreign countries, confirms the values which the participants of the industry chain could provide and has them clearly positioned by their resources and market power. All these are the foundation of the co‐opetition game analysis. Then, applying the basic theory of Game, the paper discusses the co‐opetition game structure of the participants of the industry chain which provides same value modules, among which the author constructs a game model in the angle of product difference. Based on the analysis of co‐opetition game, the paper delivers the corresponding co‐opetition strategies of block supplier. Meantime, using evolutionary game theory, the paper constructs the co‐opetition game model between the core industry participants: UnionPay and Telecom Operators, and draw the evolutionary stable strategy of them. Finally, the paper involves in the participants of the industry chain which provides different value modules, in the use of strategic alliance theory, the model of Value Net and the analysis framework of PARTS, under the alliance based on the core participants’ resources and qualities of the chain, by changing the game variables, such as game participants, added value, rules, strategy and scope, from a different point of view, the author proposes the different participant’s different competition strategy in all cases.Despite the huge development prospect, NFC mobile payment, is still in the early stage of the industrial development and have a lot of favorable and unfavorable factors of the development. The paper focuses on the industrial participant’s resources, positioning, co‐opetition game structure and strategy. To make these key things clearly understood in order that the industrial participant can cooperate whole heartedly and compete healthy, to try to make the NFC mobile payment industry develop better, first make big cake, again point cake.