指纹具有唯一性，通过指纹数据与预先采集的指纹数据进行比对，可进行身份识别。 指纹识别技术被广泛应用于支付终端，美国在该方面已有很大的进展，将指纹采集设备 放置在连锁超市，通过指纹进行身份认证和支付。这样的业务在提供安全性的同时能够 减少客户的等待时间，降低商家的交易成本，因而广受客户和商家的欢迎，该方式同样 适用于互联网上的电子商务支付。 反观国内现状，一、支付宝钱包 7 月 16 日宣布，将在国内率先试验推出指纹支付。 二、商场及食堂餐厅等地方排队付款已严重影响消费者消费的心情，甚至阻止消费者继 续消费的行为。在不增加服务人员的前提下，POS 机指纹支付提高付款效率成为留住顾 客的另一途径，同时解决携带卡或现金支付带来的不便。三、国务院下文支持国内物联 网的发展，尤其是移动设备，这将刺激手机等移动支付的快速发展。 中国指纹产业最大的优势在于庞大的市场，且该产业具有一定的政策壁垒，很多外 资较难以进入。国内企业有较多的机会，谁能在技术上、业务模式上取得突破，将在竞 争中占有先机。 该项目计划的目标场所，对 POS 机指纹支付系统，一是用于学校饭堂、工厂饭堂 等目标人群较大且固定地方；二是用于需排队付款且消费者人群不固定的商场。而手机 指纹支付系统主要用于通过手机物联网进行购物的地方。目标群体，POS 机指纹支付系 统用以学生、工人等固定人群，白领等时间成本较大的人群；手机指纹支付用以移动的 人群、线上购物的年轻人或办公室人群；难以记忆、易遗忘密码的中老年群体。 该项目商业模式为，向商家等提供指纹支付 POS 机，向手机用户提供手机终端指 纹支付系统，当消费者使用该服务后，向商家等收取一定比例的服务费用达到营利目的。 该商业计划书将在对移动指纹支付内外部环境进行科学分析的基础上，研究如何运 用创新运营方式、营销策略来开展业务，从而为该移动指纹支付项目提供科学合理的指 导。 关键词，第三方支付；指纹支付；移动互联网；物联网II Abstract Fingerprint possess the character of uniqueness which can be used in identification by comparing the fingerprint data with the previously collected one .Fingerprint recognition technology is widely used in payment terminal especially in chain supermarket in the US since it is safe and efficient.Fingerprint payment is cost-effective and welcomed by customers and sellers online and offline. In China， Alipay Wallet announced the launch of a new payment method--fingerprint payment.The State Council have adopted specific measures to promote Internet of Things， which would stimulate the growth of mobile payment.The biggest advantage of fingerprint industry in China is the huge market ， and because of the policy barriers in this industry ， domestic enterprises who can make a breakthrough in technology or business model， will have more opportunities in the competition. Goal places of the project， for POS terminal of fingerprint payment，on the one hand，it is suitable for school canteens，factory canteens and other fixed place where the target groups are large，on the other hand，it is suitable for market where customer often lines up paying for the stuffs.For fingerprint payment on mobile，it is mainly used through the mobile internet of things.Target group，POS machines are for student ，worker and people who have a fixed time ，moreover，for the white-collar workers whose time cost are rather high. Fingerprint payment on mobile for the young who shops online，for the old who easy to forget the password，and for the mobile phone population.Business mode of this project， Provide the business with POS machines or mobile terminals and charge when the service is used. The business plan try to study how to promote the project of fingerprint payment based on the scientific analysis of external environment in the mobile fingerprint payment. Keyword， The third payment;Fingerprint payment;Mobile Internet;the Internet of ThingsIII 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录........................................................................................................................................III 图表清单.................................................................................................................................VII 第一章 绪论............................................................................................................................1 1.1 选题的背景和意义.......................................................................................................... 1 1.2 理论支持.......................................................................................................................... 2 1.2.1 战略分析理论........................................................................................................... 2 1.2.2 营销分析理论............................................................................................................ 3 1.2.3 技术框架................................................................................................................... 4 1.2.4 信用与安全............................................................................................................... 4 1.2.5 消费者及消费行为................................................................................................... 5 1.2.6 商业模式................................................................................................................... 5 1.3 研究目标与研究内容...................................................................................................... 5 1.3.1 研究目标................................................................................................................... 5 1.3.2 研究内容................................................................................................................... 5 1.4 拟解决的研究问题与研究方法...................................................................................... 6 1.4.1 拟解决的研究问题................................................................................................... 6 1.4.2 研究方法................................................................................................................... 6 第二章 项目所在市场及竞争环境分析................................................................................8 2.1 宏观环境分析.................................................................................................................. 8 2.1.1 政治环境................................................................................................................... 8 2.1.2 经济环境................................................................................................................... 8 2.1.3 社会环境................................................................................................................... 9 2.1.4 技术环境................................................................................................................. 10 2.2 行业竞争分析................................................................................................................ 10 2.3 移动设备指纹支付的波特五力分析............................................................................ 11 2.3.1 新进入者威胁......................................................................................................... 11 2.3.2 替代品威胁............................................................................................................. 11IV 2.3.3 供应商谈价能力..................................................................................................... 12 2.3.4 顾客议价能力......................................................................................................... 12 2.3.5 现有竞争者的竞争能力......................................................................................... 12 2.3.6 总体需求环境分析................................................................................................. 13 2.4 SWOT 分析 .................................................................................................................... 14 2.4.1 优势.......................................................................................................................... 14 2.4.2 劣势......................................................................................................................... 15 2.4.3 机会......................................................................................................................... 15 2.4.4 威胁......................................................................................................................... 15 2.5 本章小结........................................................................................................................ 16 第三章 市场需求预测与分析..............................................................................................17 3.1 市场细分........................................................................................................................ 17 3.2 目标市场的选择............................................................................................................ 18 3.3 本章小结........................................................................................................................ 19 第四章 项目介绍与项目运营..............................................................................................20 4.1 项目简介........................................................................................................................ 20 4.1.1 产品概述................................................................................................................. 20 4.1.2 技术介绍................................................................................................................. 21 4.1.3 产品优势................................................................................................................. 22 4.2 竞争战略........................................................................................................................ 22 4.3 业务界定，分三步走，三步一起走的战略 ................................................................ 23 4.4 发展蓝图........................................................................................................................ 24 4.5 实施战略........................................................................................................................ 24 4.6 本章小结........................................................................................................................ 25 第五章 项目营销策略..........................................................................................................26 5.1 项目产品策略................................................................................................................ 26 5.1.1 品牌与产品包装策略............................................................................................. 26 5.1.2 服务决策................................................................................................................. 26 5.2 项目产品价格策略........................................................................................................ 27V 5.2.1 定价分析.................................................................................................................. 28 5.2.2 定价决策................................................................................................................. 28 5.3 分销策略........................................................................................................................ 28 5.3.1 分析渠道的分析与选择.......................................................................................... 28 5.3.2 分销渠道规划与设计............................................................................................. 29 5.3.3 渠道优势................................................................................................................. 31 5.4 促销策略........................................................................................................................ 31 5.4.1 关系营销................................................................................................................. 31 5.4.2 广告营销................................................................................................................. 33 5.4.3 展会营销................................................................................................................. 33 5.4.4 销售促进.................................................................................................................. 34 5.5 本章小结........................................................................................................................ 34 第六章 项目经济效益预测..................................................................................................35 6.1 总投资估算.................................................................................................................... 35 6.2 财务效益预测分析........................................................................................................ 35 6.2.1 财务效率分析......................................................................................................... 35 6.2.2 杜邦分析.................................................................................................................. 36 6.3 不确定性分析................................................................................................................ 40 6.3.1 盈亏平衡分析......................................................................................................... 40 6.3.2 敏感性分析............................................................................................................. 41 6.3.3 概率分析................................................................................................................. 41 6.4 本章小结........................................................................................................................ 43 第七章 风险分析及应对......................................................................................................45 7.1 项目风险识别................................................................................................................ 45 7.1.1 宏观环境风险......................................................................................................... 45 7.1.2 行业环境风险......................................................................................................... 45 7.1.3 企业内部因素决定的风险..................................................................................... 45 7.1.4 技术先进性风险..................................................................................................... 46 7.1.5 财务风险................................................................................................................. 46VI 7.2 风险管理........................................................................................................................ 46 7.2.1 风险管理措施......................................................................................................... 46 7.2.2 风险预警机制.......................................................................................................... 50 7.3 本章小结........................................................................................................................ 50 结 论........................................................................................................................................51