基于价值网络的移动支付模式研究
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摘要
随着移动通信技术的日臻成熟,移动智能终端的快速普及,互联网、物联网与移动通信的相互渗透和融合,凭借国家产业政策的大力支持,移动支付迎来了突破性的发展机遇。我国移动支付在高速发展的同时,还存在诸多需进一步发展和完善的地方。如客户对移动支付的认知度低,支付习惯有待进一步培育和引导；信用制度不够完善,客户担忧移动支付信息安全；移动支付的运营模式尚未形成,产业链的分工协作不明确等。因此,研究移动支付产业链主要参与方的合作关系,建立适合当前我国移动支付业务发展的移动支付模式有着重要的现实意义。
本文通过对国内外移动支付发展现状进行调查和分析,借鉴日本、韩国和肯尼亚等国家发展移动支付的成功经验,采取博弈论研究方法选择主导运营商；采取关联规则数据挖掘分析法,通过调查问卷的方式,挖掘目标客户群特征,锁定目标市场；根据价值网络理论,对移动支付模式产业链的构成、价值来源和形成过程进行分析和研究；运用系统动力学原理,结合湖南移动的实际运营数据,对移动支付模式进行定性和定量的分析。探索移动支付模式的完善和改进方案,提出我国移动支付发展的政策建议。通过以上主要工作,得出以下结论和研究成果：
我国现有近9亿移动通信客户,近三年客户平均增幅达22.26%,移动支付发展潜力巨大,政府的政策支持和金融监管部门配合是开展移动支付工作的前提,提供方便、快捷、低成本的移动支付手段是发展移动支付业务的基础,借鉴日本、韩国的发展模式,移动通信运营商主导整合产业链各方,坚持开放、合作、共赢的经营理念是移动支付模式成功的关键。
移动通信运营商、金融机构和第三方支付机构都有从事移动支付业务的强烈欲望,通过三方博弈,移动通信运营商凭借丰富的客户资源,良好的客户关系,强势的品牌,先进的移动信息通道,主导发展移动支付业务,有利于移动支付业务的迅速发展和成熟,提升整个产业链的帕累托效率。
提出基于价值网络的移动支付模式,将移动支付模式分解成支撑网和市场网两部分。移动通信运营商联合设备供应商、支付平台服务供应商、网络服务供应商和移动终端供应商,打造移动支付支撑网络和平台,为客户提供优质的业务和服务,共同承担价值网络产生的风险,分享创造的价值；市场网主要进行商品、服务和信息的交易、资金的支付和结算等活动。在市场网上,商家的目标是促销商品、降低资金回收成本和风险,客户希望方便、快捷、安全、低成本存取和支付资金,非金融机构支付服务公司的利益来源于收取交易佣金,金融机构侧重于获取存量资金再投资收益,移动通信运营商着力于增加客户黏性、提高通信使用量,参与各方没有明显的利益冲突,通过制定合理的经济机制,使参与者的个体利益和整体目标一致,实现整体利益最优,共同构建价值最大化的移动支付模式。
移动支付业务发展初期采取差异化的集聚战略,定位发展中小额支付和中高端市场,待移动支付业务成熟,移动支付模式完善后,逐步转向大额和中低端市场,实现从蓝海市场战略向红海市场战略的转型。通过技术和业务创新,提高客户和商家使用的快捷性、方便性和安全性；通过提供普遍服务,快速增加客户群,形成规模经济效益,降低单位成本,最终实现低成本、大市场的移动支付发展战略。
移动支付参与各方通过共享优势互补资源,减少新增投资,形成范围经济效应。移动通信运营商整合支付平台,制定具有吸引力的价值目标,引入金融机构和第三方支付机构加入,分别进行资金结算和运营支撑、共同承担首期投资风险,联合设备供应商、支付平台服务供应商、网络服务供应商以及终端供应商,开放式引入商家和客户,形成移动支付价值共同体,实现风险共担、利益分享。
实施低成本大市场发展战略,整合参与方优势互补资源形成价值共同体,推进政府构建信用管理体系,实行客户实名制、推广指纹识别专用移动终端以保障资金安全,建立移动支付资金安全管理系统,争取财政税收政策的支持,将移动资金收付结算业务视同银行金融机构的资金清算,免开发票、免征各项税费,对从事移动支付的非金融机构支付服务的企业,在一定期限内实行税费减免政策。
Along with the gradual technology mature of mobile communication, the rapid spread of the mobile intelligent terminals and the infiltration and integration of The Internet, the Internet of Things and mobile communication, the Payment Mode of Mobile met a great development opportunity t with the state policy supporting. While the Chinese market of mobile payment develops rapidly, there is still much to further develop and improve. For example, the visibility of mobile payment is low,and payment behavior remains to be further nurtured and guided; the credit system is underdeveloped, customers worry about the information safety of the mobile payment; the operation mode of the mobile payment has not been formed yet, the cooperation of industry chain is not clear, etc. Therefore, there exists practical significance to research the cooperation relationship of major parties of the mobile payment industry chain and establish the mobile payment mode for the development of our current mobile payment business.
This paper surveys and analyzes the current situation of the domestic and international mobile payment, mirrors the successful experience of Japan and Korea in the development of mobile payment, choose the leading operators by taking the game theory research methods; mines target customers characteristics and focuses on the target market by taking the association rule mining method and questionnaire way; analyses and researches the composition, value source and forming process of payment mode chain; finally, it carries out qualitative and quantitative analysis of mobile payment mode by using the system dynamics and the actual operation data. It explored the improvement method and gives some advices for the development of Chinese mobile payment in detail, the main job of this paper is just as follows:
There exist nearly 0.9 billion mobile communication clients, the average growth percentage in the past three years is 22.26%. The Mobile Payment has great development potency. The government's support policy and the cooperation of the financial regulatory authorities is the premises, to provide convenient and quick, low-cost mobile payment means is the foundation to develop mobile payment business, Learning from Japan, Korea development model, mobile communications provider integrate the parties of industrial chain, insisting on the management idea of opening, cooperation and common in philosophy is the key to success of the payment mode.
Mobile communications operators, financial institutions and third-party payment agencies have strong desirability to operate the mobile payment. By three games, mobile communications operators with rich resources, good customer relations, strong brand, advanced mobile information, lead the development of mobile payment business, which will benefit the growth and maturation of mobile payment, and elevate the Pareto effect efficiency of industrial chain.
The mobile payment mode based on value network is proposed, and it is decomposed into supporting and market network. Mobile communication operators join hands with the supplier of equipment the providers of payment platform service, the provider of network service and the provider of mobile terminal to create the supporting network and platform of mobile payment,to provide customers with qualified business and service, share the risks of value network and share the created value. The market network primarily conducts goods, services and information trades and capital payment and settlement activities. In the market network, the providers' goal is to promote the goods, and reduce costs and risks of capital collection, the convenience, promptness, security and low cost of accessing and paying capital is customers' hope, the intrest of the payment service company of non-financial institutions comes from the charge of business commission, financial institutions focus on the re-investment return of stock funds, mobile communication operators focus on increasing the customers' stickness and improving communications usage. The involving parties have no obvious conflict of interest, by making a reasonable economic system, it synchronises the participants' individual interests and the overall interest, achieve the optimal overall interest, and construct a Payment Mobile Mode of the maximum common value.
In the initial stage, mobile payment business takes diversified cluster strategy, focuses on developing small-payment and high-end market, after the maturation of mobile payment business and perfection of mobile payment mode, it will switch to large-payment and low-end market, realising the transition from blue ocean market strategy to red ocean market strategy. It is more convenient and safe for the customers and merchants to use the mobile payment through the technical and business innovation, and it can form the scale economy effect by providing universal service, fastly increasing customers, reducing unit costs, and finally achieving the low-cost big-market mobile payment development strategy.
Mobile payment participants can form scope economy effect by sharing the complementary advantage resources, and reduce new investment. The mobile communication operatiors integrate the payment platform, set an attractive value target, and introduce financial institutions and the third party payment agencies to join the payment platform, which undertake fund settlement and platform's operation work to take the first investment risks together, and the mobile communication operatiors joint the equipment suppliers, the payment platform service suppliers, the network service suppliers and the mobile payment terminal equipment suppliers, and introduce merchants and customers opened, to form mobile payment value community, and share the risks and benefits.
It is necessary to carry out low-cost big-market development strategy, to integrate advantage complementary resources of participants and form a value community, to promote the construction of credit system, to use fingerprint identified mobile terminal equipment in order to ensure the safety of capital, and to increase mobile e-commerce taxation policy support which can consider the payment and sttlement business of mobile payment funds as the settlement business of banks, allow free tickets and free taxes. Besides, it is feasible and popula to carry out tax cut policy for the non-financial institutions which engaged in mobile payment business in a proper period.
本文通过对国内外移动支付发展现状进行调查和分析,借鉴日本、韩国和肯尼亚等国家发展移动支付的成功经验,采取博弈论研究方法选择主导运营商；采取关联规则数据挖掘分析法,通过调查问卷的方式,挖掘目标客户群特征,锁定目标市场；根据价值网络理论,对移动支付模式产业链的构成、价值来源和形成过程进行分析和研究；运用系统动力学原理,结合湖南移动的实际运营数据,对移动支付模式进行定性和定量的分析。探索移动支付模式的完善和改进方案,提出我国移动支付发展的政策建议。通过以上主要工作,得出以下结论和研究成果：
我国现有近9亿移动通信客户,近三年客户平均增幅达22.26%,移动支付发展潜力巨大,政府的政策支持和金融监管部门配合是开展移动支付工作的前提,提供方便、快捷、低成本的移动支付手段是发展移动支付业务的基础,借鉴日本、韩国的发展模式,移动通信运营商主导整合产业链各方,坚持开放、合作、共赢的经营理念是移动支付模式成功的关键。
移动通信运营商、金融机构和第三方支付机构都有从事移动支付业务的强烈欲望,通过三方博弈,移动通信运营商凭借丰富的客户资源,良好的客户关系,强势的品牌,先进的移动信息通道,主导发展移动支付业务,有利于移动支付业务的迅速发展和成熟,提升整个产业链的帕累托效率。
提出基于价值网络的移动支付模式,将移动支付模式分解成支撑网和市场网两部分。移动通信运营商联合设备供应商、支付平台服务供应商、网络服务供应商和移动终端供应商,打造移动支付支撑网络和平台,为客户提供优质的业务和服务,共同承担价值网络产生的风险,分享创造的价值；市场网主要进行商品、服务和信息的交易、资金的支付和结算等活动。在市场网上,商家的目标是促销商品、降低资金回收成本和风险,客户希望方便、快捷、安全、低成本存取和支付资金,非金融机构支付服务公司的利益来源于收取交易佣金,金融机构侧重于获取存量资金再投资收益,移动通信运营商着力于增加客户黏性、提高通信使用量,参与各方没有明显的利益冲突,通过制定合理的经济机制,使参与者的个体利益和整体目标一致,实现整体利益最优,共同构建价值最大化的移动支付模式。
移动支付业务发展初期采取差异化的集聚战略,定位发展中小额支付和中高端市场,待移动支付业务成熟,移动支付模式完善后,逐步转向大额和中低端市场,实现从蓝海市场战略向红海市场战略的转型。通过技术和业务创新,提高客户和商家使用的快捷性、方便性和安全性；通过提供普遍服务,快速增加客户群,形成规模经济效益,降低单位成本,最终实现低成本、大市场的移动支付发展战略。
移动支付参与各方通过共享优势互补资源,减少新增投资,形成范围经济效应。移动通信运营商整合支付平台,制定具有吸引力的价值目标,引入金融机构和第三方支付机构加入,分别进行资金结算和运营支撑、共同承担首期投资风险,联合设备供应商、支付平台服务供应商、网络服务供应商以及终端供应商,开放式引入商家和客户,形成移动支付价值共同体,实现风险共担、利益分享。
实施低成本大市场发展战略,整合参与方优势互补资源形成价值共同体,推进政府构建信用管理体系,实行客户实名制、推广指纹识别专用移动终端以保障资金安全,建立移动支付资金安全管理系统,争取财政税收政策的支持,将移动资金收付结算业务视同银行金融机构的资金清算,免开发票、免征各项税费,对从事移动支付的非金融机构支付服务的企业,在一定期限内实行税费减免政策。
Along with the gradual technology mature of mobile communication, the rapid spread of the mobile intelligent terminals and the infiltration and integration of The Internet, the Internet of Things and mobile communication, the Payment Mode of Mobile met a great development opportunity t with the state policy supporting. While the Chinese market of mobile payment develops rapidly, there is still much to further develop and improve. For example, the visibility of mobile payment is low,and payment behavior remains to be further nurtured and guided; the credit system is underdeveloped, customers worry about the information safety of the mobile payment; the operation mode of the mobile payment has not been formed yet, the cooperation of industry chain is not clear, etc. Therefore, there exists practical significance to research the cooperation relationship of major parties of the mobile payment industry chain and establish the mobile payment mode for the development of our current mobile payment business.
This paper surveys and analyzes the current situation of the domestic and international mobile payment, mirrors the successful experience of Japan and Korea in the development of mobile payment, choose the leading operators by taking the game theory research methods; mines target customers characteristics and focuses on the target market by taking the association rule mining method and questionnaire way; analyses and researches the composition, value source and forming process of payment mode chain; finally, it carries out qualitative and quantitative analysis of mobile payment mode by using the system dynamics and the actual operation data. It explored the improvement method and gives some advices for the development of Chinese mobile payment in detail, the main job of this paper is just as follows:
There exist nearly 0.9 billion mobile communication clients, the average growth percentage in the past three years is 22.26%. The Mobile Payment has great development potency. The government's support policy and the cooperation of the financial regulatory authorities is the premises, to provide convenient and quick, low-cost mobile payment means is the foundation to develop mobile payment business, Learning from Japan, Korea development model, mobile communications provider integrate the parties of industrial chain, insisting on the management idea of opening, cooperation and common in philosophy is the key to success of the payment mode.
Mobile communications operators, financial institutions and third-party payment agencies have strong desirability to operate the mobile payment. By three games, mobile communications operators with rich resources, good customer relations, strong brand, advanced mobile information, lead the development of mobile payment business, which will benefit the growth and maturation of mobile payment, and elevate the Pareto effect efficiency of industrial chain.
The mobile payment mode based on value network is proposed, and it is decomposed into supporting and market network. Mobile communication operators join hands with the supplier of equipment the providers of payment platform service, the provider of network service and the provider of mobile terminal to create the supporting network and platform of mobile payment,to provide customers with qualified business and service, share the risks of value network and share the created value. The market network primarily conducts goods, services and information trades and capital payment and settlement activities. In the market network, the providers' goal is to promote the goods, and reduce costs and risks of capital collection, the convenience, promptness, security and low cost of accessing and paying capital is customers' hope, the intrest of the payment service company of non-financial institutions comes from the charge of business commission, financial institutions focus on the re-investment return of stock funds, mobile communication operators focus on increasing the customers' stickness and improving communications usage. The involving parties have no obvious conflict of interest, by making a reasonable economic system, it synchronises the participants' individual interests and the overall interest, achieve the optimal overall interest, and construct a Payment Mobile Mode of the maximum common value.
In the initial stage, mobile payment business takes diversified cluster strategy, focuses on developing small-payment and high-end market, after the maturation of mobile payment business and perfection of mobile payment mode, it will switch to large-payment and low-end market, realising the transition from blue ocean market strategy to red ocean market strategy. It is more convenient and safe for the customers and merchants to use the mobile payment through the technical and business innovation, and it can form the scale economy effect by providing universal service, fastly increasing customers, reducing unit costs, and finally achieving the low-cost big-market mobile payment development strategy.
Mobile payment participants can form scope economy effect by sharing the complementary advantage resources, and reduce new investment. The mobile communication operatiors integrate the payment platform, set an attractive value target, and introduce financial institutions and the third party payment agencies to join the payment platform, which undertake fund settlement and platform's operation work to take the first investment risks together, and the mobile communication operatiors joint the equipment suppliers, the payment platform service suppliers, the network service suppliers and the mobile payment terminal equipment suppliers, and introduce merchants and customers opened, to form mobile payment value community, and share the risks and benefits.
It is necessary to carry out low-cost big-market development strategy, to integrate advantage complementary resources of participants and form a value community, to promote the construction of credit system, to use fingerprint identified mobile terminal equipment in order to ensure the safety of capital, and to increase mobile e-commerce taxation policy support which can consider the payment and sttlement business of mobile payment funds as the settlement business of banks, allow free tickets and free taxes. Besides, it is feasible and popula to carry out tax cut policy for the non-financial institutions which engaged in mobile payment business in a proper period.
引文
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