摘要
I
摘要
“互联网+”是将网络信息技术广泛渗透于传统行业，从而推动产业的转型升级
和经济的可持续发展。随着“触网”移动终端的不断更新与广泛普及，“互联网”+
“支付”衍生出来的电子货币、移动支付在各行业得到了越来越深入的应用，并逐渐
渗透到居民日常衣食住行当中。如今作为移动支付业的典型应用---城市一卡通已在
全国大部分城市投入运营，其应用领域涵盖了公交、地铁、自行车租赁、加油站、停
车场、超市便利店等公共场合。但是随着新技术、新商业模式不断涌入，运营城市一
卡通的 CAT 公司也面临发展过程中的诸多问题，比如管理思想较为落后、市场目标不
够明确、互联互通基础薄弱、用户服务体验单一、支付场景扩充存在一定难度

本文以 CAT 公司为研究对象，在查阅大量文献资料的基础上引入相关理论，运用
PEST 模型分析了该公司外部宏观市场环境。当前国家政策支持智慧城市建设，本土
消费者移动支付习惯已经养成，一卡通支付系统的技术也已经成熟，X 市在战略规划、
地缘经济上都符合大力发展一卡通支付的外部条件。本文应用波特五力模型对 CAT
公司移动支付的行业竞争环境展开分析，提出 CAT 公司在发展移动支付时面临双边市
场的客户，即消费者和行业应用企业二者都需要兼顾。另外第三方支付如微信、支付
宝的强势登陆使得 CAT 公司市场压力增大，加之本土预付卡、银联云闪付的角逐，CAT
公司移动支付业务需要尽快推出新产品、扩展支付应用领域、改善客户体验、树立企
业及产品品牌形象。本文分析了 CAT 公司发展一卡通移动支付业务的能力和条件，明
确了公司资源广泛，有多年运行经验，又有中国人民银行颁发的第三方支付牌照等有
利条件。接着运用市场营销 STP 理论对该公司旗下 CAT 卡的客户群进行目标市场细分
和有效定位，认为中青年群体和商旅人士是重点客户。在此基础上针对这两类人群设
计了青年卡、商旅卡，并展开市场营销策略分析，最后提出了营销策略的实施与保障
措施

在研究方法上通过调研、定性分析与定量分析相结合充分挖掘互联网+背景下
CAT 卡移动支付的特点和双边客户的要求，有助于 CAT 公司找到新的业务增长点，形
成产品多样、价格合理、渠道健全、服务完善的市场发展新模式。本文的研究有一定
的实践指导意义和理论价值，可以为一卡通行业的移动支付业务市场化带来新的发展
思路，为构建数字城市、智慧城市提供有力支持

关 键 词：城市一卡通，移动支付，营销策略，互联网+ABSTRACT
III
ABSTRACT
Internet + refers that network and information technology is widely penetrated in the
traditional industries to promote transformation and upgrading of the industry and
sustainable development of the economy.With the gradual development of the Internet and
mobile communication technology, the mobile devices connected networks continues to
update and widespread. The Internet + payment derived the electronic money, mobile
payments,which have been used more and more deeply in the commercial society, and
gradually penetrated into the residents of the daily life. Now as the mobile payment
business representative application- City Card Project in many citys have been put into
operation, its Application field covers the bus, subway, bicycle rental, gas station, parking
lot, supermarket, convenience stores and other public places. In recent years, new
technologies and new business models continue to pour in. CAT company, which runs the
city card, faces many problems in the process of development. For example,the
management idea is relatively backward, the target market is not clear enough, the
interconnection is weak, customer service is not abundant and there is a certain degree of
difficulty in the expansion of the payment scene.
This research regards CAT company as the research object. On the base of introducing the
theory which are related after reading a large number of literature and information，PEST
model is used to explain the company&39;s external macro market environment.The current
national policy support the construction of smart city and local consumer have been
developed mobile payment habits.Moreover card payment system technology has been
matured and therefore X city has the external conditions to development Card mobile
payment from the strategic planning and geo-economic aspects. Then the competitive
environment of CAT’ mobile payment is analyzed by using the Potter five forces model.
The research holds that CAT faces the bilateral market in the development of mobile
payment, which are both of consumers and industry application of enterprises needing to
take into account. In addition,the other third party payment,such as WeChat, Alipay&39;s
strongly landing gives CAT market pressure, coupled with the local prepaid card,
UnionPay cloud flash pay’s competition, CAT’s mobile payment services need to launch
new products, extend the payment Application, improve customer experience, establish a
corporate image and products brand. Furthermore by an analysis of the mobile paymentABSTRACT
IV
business ability and the condition, this paper makes it clear that CAT company has many
years of extensive resources, operational experience, and has gained the third party
payment license issued by people&39;s Bank of China.Then analyzing the customers of the
company to target market segmentation and positioning by using the theory of marketing,
it considers that young people and business travelers are key customers.Therefore,besed on
that, it rolls out youth card, business card, and makes marketing strategy analysis. At last
the paper puts forward the implementation and guarantee measures of the marketing
strategy.
In this research, it also fully digs CAT card mobile payment characteristics and bilateral
customer requirements in Internet plus background by qualitative and quantitative method,
helps CAT company to find new growth point of business,to form a new market
development model with diversified products, reasonable prices, sound channels and
perfect service. This study has practical significance and theoretical value. It has some
practical guiding significance and theoretical value, which can bring some new ideas for
the marketization of the mobile payment business of the city card industry, and provide
some support for the construction of digital city and intelligent city.
Key words: City card, Mobile payment, Marketing strategy, Internet plus插图索引
V
插图索引
图 1.1 我国城市一卡通发展状况统计.......4
图 2.1 城市一卡通应用框架结构..13
图 2.2 PEST 模型..16
图 2.3 波特五力竞争模型17
图 2.4 SWOT 矩阵17
图 2.5 STP 战略的步骤....18
图 3.1 CAT 卡的使用范围示意图........... 24
图 4.1 CAT 卡交易结算平台的双边市场示意图........... 34
图 5.1 X 市 2010 年-2016 年游客人数及旅游收入统计43
图 6.1 市民对 CAT 卡产品的期望.......... 46
图 6.2 市民对 CAT 卡价格的接受度...... 48
图 6.3 市民对 CAT 卡定价机制的了解程度...... 49
图 6.4 市民对 CAT 卡刷卡类服务的了解和应用情况.. 51
图 6.5 市民对于 CAT
。。。以上简介无排版格式，详细内容请下载查看