Research On Business Model Of Third Party Payment Enterprise Based On The Grounded Theory

In recent years, with the development of electronic commerce and the popularity of mobile terminals,the third-party payment enterprises are facing a new stage of the test.Due to the changes in the macro environment,such as industry standards, consumer demand and application content,The third-party payment companies have launched their own business layout,Proposing a variety of payment solutions.Nowadays, The third-party payment,especially the mobile payment ecosystem,which is still in the primary stage of evolution has more troubles for that the great prospects and profit margins have attracted the organizations entering the industry chain.Compared to other countries,the domestic third-party payment is too young, which is still in the exploratory stage in practice and academia.But the study basically have stayed at the macro level, and the research on how to deal with the rapid development of mobile payments is more less,as well as the lack of in-depth discussion and research.The research on the business model, which although in the fifties of last century was made by foreign scholars, but still failed to unify divergent.The definition of the business model is still considerable differences. After combing the literature, the author gives the definition of the business model, the business model is a business covering the industrial structure from the outside to the concept of the internal organizational structure of the system, the system is able to bring revenue profits and, ultimately, to achieve its strategic objectives. As the basis for third-party payment companies to start business model research.After the paper will pay a third-party market situation at home and abroad were analyzed through the review of the evolution and status of combing proposed third-party payment market problems. Through case studies, the use of grounded theory, companies will pay a third-party cases were collected and analyzed to build a third-party payment companies business model structure model, and purse treasure, for example, further explanation of the application of the model for money belt bag company’s business model has been described, assessment and come up with innovative proposals. Found that the current competition in the market incentive third-party companies, products, services homogenization of serious, innovative business model is to identify the most critical strategic business goals, and thus the corresponding layout, in severe cases homogeneous products how accurate positioning in the market segments, competitors and find gaps that exist in the industry, and launch the appropriate services and products to expand market share in the "Red Sea" to dig out of a "Blue Ocean."In general, third-party payment companies to build a business model in this paper is based on the definition of the business model, the payment industry characteristics for the third-party companies to extract key elements of business success factor, to be contact by a combination of canonical model, as a third party payment companies the business model provides a common style template.Due to the limited capacity of the author’s knowledge, there are still a lot of research in this paper inadequacies. First, the data collected is not sufficient, there is no first-hand business survey data, previous research used only from the network or data collection, case there will be some lag. Second, not on the conclusions grounded theory of universal validation, given the length and timing of the article, only grounded theory extends the use of the conclusions, it did not surprise Cape positive bias and applicability studied. Third, in the process of applying grounded theory, there may be inaccurate wording abstraction, need further consideration. I hope this can be improved on the basis of previous studies, paid enterprise business model innovation to provide some ideas and thoughts to a third party.