On-line And Off-line Unified Pricing And Unionpay’s Countermeasure Research

At present,Payment institutions can provide funds transfer services between accounts for users at both ends of the payment market through online and offline channels.Although the services provided by different channels to users on both sides of the market are inter-account funds transfer with the same content,there is a phenomenon that online and offline channels are separated from the actual price and pricing mechanism in China.Based on the analysis of the current pricing situation in China’s payment market,this paper finds that there exists a separation phenomenon in the online and offline payment market,in which the actual price of merchant fees is significantly lower than the offline price and the pricing mechanism is established by all parties involved in the market through consultation and under the guidance and control of the government.This paper demonstrates that the online and offline payment price will converge from the perspectives of the rapid development of the business model of O2 O,the blurred scenario of intelligent mobile terminals,the reduction of online transaction risk by payment security technology,the establishment of the Internet Federation and the change of online clearing mode by centralized deposit management of reserve funds,and users’ habit of using mobile phone APP.Finally,based on SWOT analysis method,this paper draws a conclusion that UnionPay has the advantages of mature pricing system and strong execution ability after price changes.It has the disadvantage that the size of Internet users and user stickiness are significantly lower than competitors.It also has the external opportunities to adopt more flexible pricing strategies.It also has the external threats of declining revenue and potential new competitors.Combining with comparative analysis and platform economics knowledge,the paper suggests that UnionPay adopt the strategy of reversal and diversification,and puts forward two types of online payment services: expanding the scope of brand fee collection,increasing cross-border network service fee rate based on the growth of overseas card issuance,concentrating resources to develop bank card management and people-to-people transfer.