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论文编号：	368
作者编号：	052105
上传时间：	2008/1/6 16:33:14
中文题目：	移动支付价值链及运营模式研究
英文题目：	The study of mobil payment va
指导老师：	张玉利
中文关键字：	移动支付 价值链 价值链整合 运<
英文关键字：	mobile payment value chain
中文摘要：	摘 要 移动支付是移动电子商务的主要支付形式之一，它最大的特点是可以满足消费者随时随地轻松缴费、消费的交易支付需求。同时，移动支付又可为移动运营商、银行实体、参与商家带来经济效益、品牌效益和社会效益，是个极具潜力的巨大产业。我国于2000年始出现移动支付的萌芽，2004年下半年以来，中国移动、中国联通等移动运营商全面加快了移动支付业务的开发和市场拓展进程，并在铃声、图片购买等移动增值业务的运营方面取得了骄人的业绩。同时，金融机构和若干主要的第三方移动支付服务商也纷纷积极加入，并且业务也有放量增长的趋势，这些有利因素使得移动支付业务的地域覆盖范围越来越广，移动支付产业链的其它环节也越来越积极地寻求合作机会。 然而，由于现阶段移动通信运营商、银行、商户以及移动支付商务价值链上各利益相关者自身条件等诸多方面的限制，我国真正意义上的移动支付产业仍处在起步阶段，还未得到广泛的推广和应用。移动支付如何突破推广和应用等方面的瓶颈，构造出一条多方共赢的价值链体系，如何为国内移动运营商和金融机构等多方增添一个与国际同业竞争的武器，需解决的现实问题还很多，这也是本论研究的背景原因和出发点。 在本论中，笔者基于移动支付发展的现实情况，主要从价值链的角度分析了移动支付发展存在的问题，并提出了解决问题的方法。本文首先介绍了移动支付这一新兴的商务交易支付模式，并对其发展现状和趋势进行了分析。然后在迈克尔•波特价值链理论的基础上引伸出笔者对移动支付商务价值链的认识和研究。笔者认为，移动支付价值链由移动网络运营商、金融服务机构、第三方服务提供商等多方共同参与构成。各方参与者基于同一个网络平台为共同的最终用户服务，彼此之间通过有效的合作使价值链的上下游在移动支付交易中获得共赢。移动网络运营商作为价值链上的一环，掌握了网络和用户两个重要资源，是整个价值链的核心，对价值链的互动担负着主要责任。金融机构作为极具金融高信誉度的积极参与方，与移动运营商的结合将形成移动支付价值链的双重核心。 另外，第三方手机支付服务提供商(或手机支付平台运营商)作为银行和运营商之间的衔接环节，在手机支付业务的发展进程中也发挥着十分重要的作用。在构建手机支付应用中，最关键的是构建包括支付网关、客户钱包、商家账号和结算系统等为主的手机支付服务器，手机支付服务器系统提供两方面的接口与处理:一是手机的识别与管理，二是服务商接口与管理。所有这些功能的实现都离不开手机支付开发平台。独立的第三方手机支付服务提供商具有整合移动运营商和银行等各方面资源并协调各方面关系的能力，能为手机用户提供丰富的手机支付业务，吸引用户为应用支付各种费用。 目前移动支付价值链存在着一定的问题，主要有：首先，移动运营商没有充分发挥价值链的纽带作用。相对于其他的市场参与者来讲，移动运营商由于掌握着网络资源和客户群，在市场中占据了控制和主导地位，很大程度上影响着市场的发展方向。但是面对其它价值链的参与者，其品牌优势、用户信息、地理定位信息、网络安全机制、用户管理机制等在一系列的合作共赢中都还没有能够很好的发挥作用。其次，价值链参与者的合作力度不够。移动支付作为一种新的商务运行模式，其最大的优势在于将一系列的社会资源通过最新的移动通信技术和工具整合在一起，为最终用户服务，并以此实现社会效益的最大化。但是，价值链的参与者彼此缺少合作，势必造成信息的不对称、交易的不畅通。最后，价值链上下游缺少创新、实用的服务模式。服务内容一直是移动支付发展的一个瓶颈，面向用户的业务还需改善和加强。就目前的应用情况来看，移动支付的应用更多的集中于获取信息、订票、炒股等个人应用，缺乏更多、更具吸引力的应用，这无疑将制约移动支付的发展。对于很多用户来说，他们非常关心具体的业务是什么，如公共事业缴费，包括水费、电费、煤气费、移动和电信自身的缴费等，还有话费充值、彩票购买等等，这些都是用户日常生活中必须面对的一些业务。如果能够通过手机移动支付，那将大大便利用户的生活，激起用户对移动支付的极大热情。移动运营商和价值链上下游企业只有提供更多与老百姓日常生活息息相关的服务，并逐步将其渗透到传统服务模式中去，才能使移动支付有长足的发展。 因此，本文提出了以最终用户的需求为导向，以移动运营商和金融机构为双核心的价值链上下游纽带的移动支付价值链整合，通过价值链整合解决我国移动支付价值链存在的问题，并在此基础上提出了以移动运营商和银联为双核心的运营模式，第三方服务提供商作为桥梁紧密参与，以解决当前移动支付价值链存在的问题，促进移动支付在国内的发展。 关键词：移动支付 价值链 价值链整合 运营模式
英文摘要：	Abstract Mobile Payment is the main form of mobile e-commerce which is able to meet the demand of consumers for payment transactions anytime and anywhere. It is also a huge industry that will bring economic profits, brand and social benefits for the mobile operators, the banking entities, and the participation businesses. Mobile Payment in China began in the year 2000 and has been gained fast development and great success. Until late 2004, mobile operators such as China Mobile Communication, China Unicom have been accelerated the development of Mobile Payment service and marketing, and gained much profit in the mobile value-added service. At the same time, several major financial institutions and the third-party mobile service providers have also joined in actively. These favorable factors made the geographical coverage of Mobile Payment Service more widely and attracted other industrial chains to join and seek opportunities for cooperation. Since at the present stage mobile communications operators, banks, businesses and Mobile Payment business value chain stakeholders own conditions, and other restrictions, the real sense of the Mobile Payment industry is still in its infancy and has not been gained extensive promotion and application. So, how to make a breakthrough in the implementation, promotion and application of the Mobile Payment and construct a multi-win-win value chain system, and how to domestic mobile operators and financial institutions such as adding a multi-industry competition are the practical problems needed to be solved and also the background and the starting point of the paper. Based on the development and reality of Mobile Payment, and from the point of view of the value chain for the development of Mobile Payment, the author analyzes the existing problems and proposes ways to solve them. First of all, the author provides an introduction of this merging business transactions payments, and analyzes the development status and trends. Then, on the basis of the theory of Michael. Porter’s value chain, the author gives his understanding and research of the mobile business value chain. The author believes that Mobile Payments value chain is formed by the mobile network operators, the financial services institutions, and the third-party service providers. All the participants based on the same network platform are working for the end-users and are in a win-win situation through effective mutual cooperation between the upstream and downstream value chain in the mobile e-commerce transactions. Mobile network operators are the major part of the value chain, and grasp two important resources of network and users. So they are the core of the entire value chain and should take the responsibility of interacting the value chain. Financial institutions as a very high reputation in the financial active participants together with the mobile operators will form a dual core in the value chain. In addition, the third-party mobile payment service providers (or mobile payment platform operators),working as the links between banks and operators play an important role in the development of Mobile Payment services. The most important thing in applying Mobile payment application is to build Mobile Payment server systems including Payment gateway, customers wallet, businessmen account, clearing systems. This Mobile Payment server system provides two interfaces and handling: First, the cell phone recognition and management. Second, service providers interface and management. The realization of all of these functions are associated with the development of mobile payment platform. The independent third-party mobile payment service provider has the ability to integrate the resources of mobile operators, banks, and other aspects and to co-ordinate the relationship. It can also provides various Mobile Payment services to the cell phone users and attract them to pay for the applications. There are certain problems of the current Mobile Payment value chain. Firstly, mobile operators did not take the responsibility of being the links of the value chain. Compared to other market participants , the mobile operators who hold network resources and customers are in the dominant position in the market and to a large extent influence the direction of the development of the market. In the relationship with other participants in the value chain, its brand, users’ information, geographic located information, network security mechanisms, and user management mechanism did not play a very good role in a series of win-win cooperation. Secondly, the cooperation of the participants in the value chain are not enough. The biggest advantage of Mobile Payment as a new mode of business operation is the integration of a series of social resources by using the latest mobile communications technology and integrated tools for the end-user services, and maximize the social benefits of this realization. But, the participants in the value chain lack of cooperation. It is bound to cause the asymmetric information, transactions blocked. Finally, there is a lack of innovation, practical mode of service delivery between the upstream and the downstream in the value chain Mobile services has been a bottleneck for the development of Mobile Payment. The user -oriented business need to be improved and strengthened. The current application of Mobile Payment more focus on access to information, reservations, stock trading, and other personal applications. The lack of more and more attractive applications will undoubtedly constrained the development of Mobile payment. For many users, they are very concerned about the specific business, such as payment of public utilities, including water, electricity, gas, telecommunications, mobile payment, and so on. Also they concern about the call recharge, the purchase of lottery tickets, etc. These are business everyday users must face. If these business can be paid through mobile phones, it will greatly facilitate the lives of users, and arouse great enthusiasm of them. As long as the mobile operators and downstream value chain enterprises provide more business related to the everyday life of ordinary people, and gradually penetrate them into the traditional service mode, the Mobile Payment will make great development. Therefore, the main theme of this paper is that the value chain integration should follow the guide of the end-user’s demand and let the mobile operators and the banks to be the link and the dual-core of the value chain and together with the cooperation of the third-party service providers as a bridge closely involved. The integration of the value chain will bring solutions to the existing problems of China's mobile e-commerce value chain and promotion of Mobile Payment in domestic development. Key Words: mobile payment value chain value chain integration business model
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