Research On The Competitive Strategy Of SJ Company’s Payment Platform Business

With SJ company’s payment platform business as the research object,this thesis starts from the overall development strategic target,covers the industry’s rapid development as the background,combines with SJ company’s development present situation and the existing problems,uses the enterprise competition strategy management theory and the corresponding strategic analysis tools,draws lessons from commercial ecological system,the core competitiveness,value chain,such as blue ocean strategy theory,analyzes the external environment facing the opportunities and threats,advantages and disadvantages of internal environment,then works out the competitive strategy of SJ company’s payment platform business,carries out the competitive strategy and find the corresponding strategic measures.The framework of this thesis mainly divided into 3 parts,including raise questions,analyze and solve problems.First part expounds SJ company’s payment platform,characteristics of industry background,puts forward the business problems,and then points out the purpose and significance of this study.From chapter 2 to chapter 5 analyze the problems.Chapter 2 mainly introduces the strategic concept,strategic level and the corresponding strategic analysis tools,commercial ecological system,the core competitiveness,value chain,such as blue ocean strategy theory.Chapter 3 points out the necessity of research on the payment platform business strategy.Chapter 4 finds out the opportunities and threats using PEST to analyze macro-environment and Michael Porter five forces model to analyze industry environment and customer demand.Chapter 5 finds out the advantages and disadvantages of SJ company’s payment platform business from the perspective of internal resources and combining characteristics.Chapter 6 and chapter 7 solve the problem.Chapter 6 selects the correct competitive strategy based on the previous analysis,using SWOT method to analyze the external and internal environment.Chapter 7 describes how to implement the differentiation strategy that has been chosen in chapter 6 from the brand,products,services and marketing four aspects.The conclusion part mainly summarizes the research content and deficiencies and puts forward the direction of the research in the future.