| The third party payment,as an emerging financial services industry, played an more and more important role in our country at the development of financial payment infrastructure and the construction process.The third parties payment includes:the line under a single, Internet payment and mobile Internet payments. Since 2011, the third party payment in the proportion of the Internet and mobile internet payments are growing, the mobile Internet payment has become the fastest growing growth mode. UMS is the traditional line of payment company, with a large number of offline customer resources, but in the Internet and the development of the mobile Internet wave, the market share gradually declined. Through the analysis of the third party payment of the overall competitive environment and value chain tools, summed up the competitive advantage of Alibaba, the current cup business development "marketing alliance" business urgency. In the current e-commerce by the traditional Internet banking into the mobile Internet in the transition period, the mobile payment business behind the obvious case, cup business open array marketing alliance business of the importance and necessity.The paper explains the business status of e-commerce business:the current development situation of the third-party payment, une rivai sanounding competition environment and the lack of scientific strategic management with the license issued by the central bank.What’s more, the origin of the strategy, the development of strategic classification, and the core competence theory provide a good theoretical basis for this article with theoretical knowledge systems. PEST analysis, five forces analysis model and value chain analysis are used to study CUP environments. The author makes full use of PEST analysis to show business, political, economic, social and technology impact on third-party payments in the macroeconomic environment of the enterprises. Furthermore, five forces model analysis is used to analyze the main influence on the payment acquiring business line, as well as 020 strategies on major competitors. With nearly three years of a substantial increase in Internet payment and mobile Internet payment, as well as the shrink of the line single trading market share and the expansion of Internet payment under the company’s line market analysis, the author reveals the urgent necessity of CUP Business "marketing alliance"business and the times. At the same time, SWOT analysis selects business development strategy for the CUP, namely through rich client resources the CUP business itself has, building next interconnection line marketing platform, which not only can increase the overall number of transactions, but also can meet the next line businesses involved in e-commerce needs. The paper obtains the importance of platform development through the value chain analysis and concludes that CUP must take the platform road in order to expand trading volume (the advantage of the platform is that CUP itself charges and the parent company China UnionPay CUP business plays the supporting role). Moreover, the brand development strategy can be achieved through the development strategy. CUP system can expand the brand’s core competitiveness through brand integration.Finally, the paper talks about the implementation details of the strategy:firstly, taking advantage of their joint development between its’strength POS and the merchant quantity of the "marketing alliance"; secondly drawing attention of the consumers with localized service, supermarkets, community groups; once again, providing consumers with financial planning, more financing ways for small and micro businesses within the district through cooperation with banks; lastly but not the least, continuously improving the quality of the offline merchant services through the evaluation system introduction, survival of the fittest. Therefore, evaluation and platform are considered to be Internet banking platform to cooperate with banks. |
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