Research On Business Model Of The Third-party Mobile Payment Based On Value Network Innovation

With the rapid development of mobile communication technology and the prevailing trend of widespread use of mobile intelligent terminal,along with the fusion and inter-infiltration of Internet,Internet of things and mobile communication,a breakthrough development opportunity is given to the mobile payment by virtue of the strong support from national industrial policy.Since its unique e-commercial characteristics and intimacy with clients,the third-party mobile payment,which is in the leading position of the whole industry,is able to provide more convenient mobile payment service.Nevertheless,plenty of problems of the third-party mobile payment are looking forward to be solved and fulfilled while third-party mobile payment agency has acquired consumers' trust.For instance,services show a homogeneity-oriented tendency because of industrial fierce competition,as the source of revenue simplified,the third-party mobile payment agency come to a situation that lack of fund which put into system technology development,demands and issues proposed by clients couldn't responded by the agencies correspondingly in time due to the innovative ability deficiency,effective commercial pattern hasn't been established among third-party mobile payment agency which is in-adaptive to the context of Internet economy.Therefore,it's meaningful to study the collaborative pattern of each subject in the value network of third-party mobile payment and significant to set up a mature commercial pattern of third-party mobile payment which is adaptive to the recent competitive atmosphere.This dissertation investigated and analyzed the status quo of commercial pattern of third-party mobile payment,brought up the advantages and disadvantages compare to financial institutions.By applying systematic analysis method,the study proposed current problems of the commercial pattern and aimed at the target market and excavated customer group of third-party mobile payment.Based on the value network theory and documentary research method,the study investigated and analyzed macro-environment of the industrial chain and function and way of value exchanging in every single subject,decomposed and restructured third-party mobile payment network,furthermore,by summarizing and extracting the composition elements of commercial pattern,combined with patterns suggested by other scholars,this paper established a value network innovation-based commercial pattern of third-party mobile payment and put forward ancillary facilities and measures.The results demonstrated that:Owing to imperfection of credit card system,clients prefer mobile payment rather than credit card payment.Also,the future mobile payment development shows huge potentiality that the popularization of mobile payment assisted by national policy and financial department's cooperation.In the area of mobile payment,third-party mobile payment agency outperform others because of its specialty and convenience.Since the market and service tend to be more and more complete,which suggested that the target market should transfer to the high-value payment market in order to excavate more potential customer group.By utilizing technological or operational innovation and providing popularized pubic service,the third-party mobile payment agency could improve the quickness,convenience and security of both consumers and merchants and gain economy of scale,respectively.To establish a valid value network is a vital way of ensuring the core competitiveness of enterprise that require different companies coordinate and innovate with each other under the circumstance of Internet economy.Third party mobile payment agency,which based on the value network,establish integrated business pattern to integrate resources of the network,also get customers involved in value creation process,which successfully increase the efficiency of payment services.In possess of the majority of loyal customer group guarantee the income source of third party mobile payment institutions that ensure its leading advantages in the fierce competition in the industry.