A Study On Third-party Mobile Payment’s Development Mode And Pricing Strategy

In recent years, with high-speed communication network technology maturing, mobile terminal, such as smartphone, has spread rapidly. The electronic commerce gradually shifts from PC to mobile terminal. The third-party mobile payment market has bilateral market characteristics. It is meaningful for us to study how the platform of the third-party mobile payment to formulate development strategy and pricing strategy, improve the user viscosity and market share.At first, this paper expounds the development history and current situation of the third-party mobile payment, and demonstrates that the third-party mobile payment market has bilateral market characteristics. Then, with the case of Alipay Portal, the paper studies the strategy it adopted when it joined the market of mobile payment. Alipay Portal has certain monopoly on the market of C2C. In B2C, O2O and offline payment markets, it faces duopoly market structure. Based on the theory of bilateral market and combined with Alipay Portal, the paper studies the pricing strategy of the competitive platform and the monopoly platform which only charge transaction fees.The study shows that mobile payment will develop into a micropayment and high frequency situation in the future. The third-party mobile payment platform should continue to promotion activities that could cultivate the habit of users in a micropayment and high frequency payment way, to improve the new user viscosity. With the completion of the layout of the first-tier cities, the third-party mobile payment platform should pay more attention to the urban and rural areas. In order to improve the competitiveness, the third-party mobile payment should further improve the safety and convenience of payment. The third-party mobile payment should also turn the profit model from flow model to data model. It should take advantage of big data and provide a wide range of value-added services to expand the business scope.In the pricing strategy, the cross-group network externalities limit the monopoly platform of predatory pricing and improve the welfare level of consumers and businesses. Platform should make use of the difference in sensitivity of price between consumers and businesses to implement the price discrimination strategy. In the expansion phase, platform attracts consumers through the way of subsidies or even free pricing. When becoming big and strong, platform should use the pricing strategy of high transaction fees and low fixed entrance fees, In order to improve the profit level, platform should also improve the user’s mutual matching rate on both sides, pay attention to its differences and innovative, and provide diversified products and pricing standard.