Study On The Development Strategy Of Third-party Payment Prepaid Card Enterprises

Since the entrance of the 21 st century,with the continuous improvement of people's living and consumption level in our country,the gift consumption market has shown great potential,which has further promoted the development of the third-party payment prepaid card industry.Due to its wide use and convenient consumption,the third-party payment prepaid card is very popular with its users.As a mainstream payment product in the current society,due to the unclear market policy and imperfect supervision system,the initial stage of market development is relatively chaotic.With the continuous growth of market scale,the necessity and importance of industry supervision are imminent.In June 2010,the Chinese government promulgated the " Measures for the Administration of Non-financial Institutions' Payment Services" to clarify the responsibilities and powers of the industry supervision.The development of the industry has entered the era of supervision and the market standardization has been strengthened to further ensure the healthy and orderly development of the industry.However,on the other hand,with the gradual improvement of regulatory regulations and the continuous strengthening of efforts to investigate and deal with irregularities,some third-party prepaid card companies have also been investigated and dealt with for illegal activities such as operating beyond their business scope and misappropriating users' provisions.In addition to the continuous progress of the government's " Eight Regulations",the demand for unit gifts and benefits has shrunk dramatically,the market for third-party prepaid cards has begun to enter a period of adjustment and stabilization,the market growth has begun to slow down.The profitability of some small and medium-sized regional third-party prepaid card companies has also declined and their operations are in trouble.Therefore,how to extricate enterprises from difficulties and maintain their healthy development for a long time has become an urgent problem for decision makers of such enterprises.This paper first introduces the related concepts of the industry and prepaid card products in detail and expounds the related theoretical knowledge of enterprise strategic management and the analysis methods mainly used.Then,J company is taken as the research object to discuss the opportunities and threats the company is facing from the external macro environment and industry environment.Afterwards,it introduces the company's current management and development status,and makes a more comprehensive and objective analysis of its internal conditions such as advantages and disadvantages.Finally,on the basis of the above analysis and summary,the SWOT comprehensive analysis method is used to plan the overall development strategy of J company in the future and clarify the strategic development objectives and plans of J company in the future.That is,while introducing strategic investment through the new third board financing platform,the development focus is shifted to the small convenience market and the merchant management platform market,so as to achieve the goal of double growth in income and profits.Finally,this paper determines the guarantee measures to strengthen the construction of enterprise culture,the construction of talent team and the construction of information system as implementation of strategic objectives.I hope that the research in this paper can provide help or guidance for the future development of J company in the new environment and play a certain reference role for enterprises similar to J company.