Research On Bank Of Changsha’s Mobile Payment Business Model

Mobile payment has become an important part of the mobile finance combined the communications industry and the financial industry. China’s mobile payment has started in2002, the domestic scholars have also done lots of research, but now, how to build an effective win-win business model is still a serious problem.This paper introduces our four existing mobile payment services business model:financial institutions oriented; operators oriented; third-party service providers oriented and joint-oriented. Then from the product strategy, marketing strategy and profit model, research is done on these three aspects of the Bank-of-Changsha"mobile payment" business operating model. Using matrix tools of Scenario planning method is to study the scene of the" mobile payment ", involved target association, consistency of interests of all parties, and between the combined effects of direct and indirect force, identified their association in the joint-oriented model, and propose the possible problems and the corresponding solutions. Mobile payment services is a cross-industry business that requires mobile operators, financial institutions and service providers and other parties to work together. Therefore, the study of Changsha bank "mobile payment"business model has some enlightenment for other types of mobile payment mode.