本文通过梳理竞争战略的相关理论基础，和国内外学者对电子支付市场竞
争研究成果的梳理。研究发现国内外在电子支付上的研究已经初具体系，且国
外的研究理论相对成熟，也存在一些不足。本文结合泉州地区各电子支付参与
方的发展情况，分析泉州地区当前的市场竞争格局。在此背景下对泉州电信翼
支付的发展进行内外部竞争环境的分析。最后，结合泉州地区电子支付市场的
发展环境、各方竞争优势以及翼支付的发展战略目标，制定出泉州电信翼支付
的市场竞争战略，即翼支付应采取以生活支付为主导，采取技术集中化为主、
市场差异化为辅的市场竞争战略。以生活支付为主导是提高客户流量以及提高
客户使用粘度的必然方向，而加强技术集中化发展则是全面提高泉州电信翼支
付综合服务水平的保证，引入差异化的市场辅助发展战略则是实现泉州电信翼
支付全面发展以及提高综合市场占有率的重要补充措施
翼支付在泉州地区竞争战略的规划和执行需从以下三个方面进行着手：第
一，锁定并培育生活支付为主的消费群体；第二，通过将资源投入到提升以码
号支付为主的支付技术安全性上，提升消费者信赖；第三，线下主打油品和商
超类消费，线上聚焦理财和民生缴费，不断的刺激客户感知能够使其培育起特
定的消费习惯，而返利补贴和品牌推广被证实为是增强客户感知的有效手段
为了保障翼支付以生活支付为核心的竞争战略有效实施，应采取以下保障措施：
第一，要引起领导的高度关注和重视；第二，要健全绩效和考核机制，完善数
据分析视窗；第三，始终做好技术和财务的保障
关键词：翼支付 第三方支付 移动支付 互联网金融 竞争战略III
Abstract
With the rapid development of e-commerce and Internet economy, electronic
payment has become an indispensable part of people&39;s life. Electronic payment in a
short period of time with its high convenience, recognition and relatively high
security and other advantages of rapid access to the user&39;s favor. As an important part
of electronic payment, the third party payment achieves leapfrog development in
recent years, and give the residents of our country, especially urban residents a
greater impact on the life. As the China Telecom&39;s flagship mobile Internet payment
products, Wing-payment should obtain sustainable competitive advantage in payment
products and services, due to the homogeneous competition environment, it need to
select and implement effective competitive strategy.
In this paper, combing the relevant theoretical basis of competitive strategy, and
domestic and foreign scholars on the research results of the electronic payment
market competition. We found that the research on electronic payment has already
begun to take shape at home and abroad. In this paper, the current situation of
Quanzhou market competition is analyzed based on the development of electronic
payment participants in Quanzhou. Under this background, this paper analyzes the
internal and external competitive environment of the development of Quanzhou
Wing-payment, and then, based on the analysis of the operating data of the Quanzhou
Wing-payment, their team concluded the competitive advantages and disadvantages
of Quanzhou Wing-payment. Finally, combined with the Quanzhou electronic
payment market development environment, the parties competition advantage and the
payment of the Wing-payment development strategic objectives, develop the market
competition strategy of Quanzhou Wing-payment, that Wing-payment should be
taken to pay life oriented, take technical focus, market competition strategy of
foreignization as poor. To pay for the leading life is to improve customer flow and
improve customer viscosity inevitable direction, and strengthen the centralized
development of technology is to improve the overall Quanzhou wing pay
comprehensive service level guarantee, market development strategy into auxiliaryIV
differentiation is an important supplement to share Quanzhou wing pay
comprehensive development and improve the overall market.
Telecom, in order to obtain the relevant resources and the promotion of channel
second, to improve the performance of matching; and evaluation mechanism, perfect
analysis of the data window, and each unit of state-owned enterprises performance
score determines the two distribution of the evaluation and compensation, wing
payment should become an important role among them; third, always do the technical
and financial support, technological progress helps consumers to use multi scene
experience, also helps to check the analysis of consumer related data financial support,
help to promote the businesses and consumers of the settlement, the capital chain
more healthy.
Key words: Wing payment third party payment mobile payment
Internet banking competitive strategyV
目录
第 1 章 绪论 .......1
1.1 研究背景和意义..........1
1.1.1 研究背景..1
1.1.2 研究意义..1
1.2 研究方法..........2
1.3 研究结构和内容..........2
第 2 章 理论基础与文献综述 .....5
2.1 电子支付的定义与分类范围..5
2.2 相关理论基础..6
2.2.1 PEST 分析理论 ...6
2.2.2 竞争战略基本理论——波特五力模型..7
2.2.3 三大一般性战略..7
2.2.4 价值链理论..........9
2.3 文献综述..........9
2.3.1 国内学者在电子支付市场竞争方面的研究现状..........9
2.3.2 国外学者在电子支付市场竞争方面的研究现状........11
第 3 章 泉州电子支付的发展现状和竞争格局分析 ..........13
3.1 我国电子支付的发展概况....13
3.1.1 我国电子支付的总体发展规模13
3.1.2 互联网第三方支付的总体发展规模....13
3.1.3 翼支付的全国发展现状14
3.2 泉州地区电子支付的发展现状........15
3.2.1 泉州地区电子支付的发展现状15
3.2.2 翼支付在泉州地区的发展现状15
3.3 泉州地区电子支付的竞争格局分析15
3.3.1 国家队利用主导地位尝试切入22VI
3.3.2 产业链内企业各显神通23
3.3.3 清晰的寡头竞争阵营....23
第 4 章 泉州地区翼支付的竞争环境分析 ......25
4.1 PEST 宏观环境分析.25
4.1.1 政治环境25
4.1.2 经济环境26
4.1.3 社会环境28
4.1.4 技术环境29
4.2 波特五力微观环境分析........30
4.2.1 现有竞争者的竞争能力30
4.2.2 潜在进入者的威胁分析33
4.2.3 替代品的替代能力........33
4.2.4 供应商的讨价还价能力...
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