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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/111882


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/111882


    Title: 行動支付之策略行銷分析：以微信支付、LINE Pay為例
    Strategic Marketing Analysis in Mobile Payment: The Cases of WeChat Pay and LINE Pay
    Authors: 續嘉揚
    Hsu, Chia Yang
    Contributors: 邱志聖
    Chiou, Jyh Shen
    續嘉揚
    Hsu, Chia Yang
    Keywords: 行動支付
    策略行銷分析
    4C分析架構
    微信支付
    LINE Pay
    Mobile payment
    Strategic marketing analysis
    4C analysis framework
    WeChat pay
    LINE pay
    Date: 2017
    Issue Date: 2017-08-10 10:19:37 (UTC+8)
    Abstract: 隨著科技不斷地進步與網際網路的日益普及，消費者手中的智慧型手機似乎早已不限用於傳統的通話功能。作者在十幾年前就曾幻想過，如果將來出門在外身上可以只攜帶一支手機，那該有多好。沒想到當初天真爛漫的想像，轉眼幾年後便已幾乎實現。隨著相機、手電筒、地圖、筆記本、隨身聽……等等逐一被我們放進智慧型手機裡，手機已經不再只是手機。而近年來大眾開始把「錢」放進手機，許多企業也紛紛推出「結合手機與錢」這種概念的各式產品與服務。當供給端與需求端都已出現時，行動支付產業就此產生。

    行動支付有許多應用與模式，本研究主要針對兩個以即時通訊應用程式為初始業務的案例―微信以及LINE進行探討。兩家案例公司都是在原有業務成長至一定規模後，開始發展新興行動支付業務，分別為：微信發展微信支付，LINE發展LINE Pay。本研究不僅透過資料瞭解這兩個案例之發展歷程、營運模式以及現況；同時藉由策略行銷4C理論架構，逐步分析這兩個案例是如何各自處理交換關係中的四個成本。

    研究結果發現，歷經了差不多的光陰，兩個案例所呈現出的現況卻是天壤之別。儘管兩者因為政治環境、市場規模，以及所面對之消費者習慣上的差異，導致經營成效有所落差。不過排除這些先天因素，微信支付相較於LINE Pay，確實於各階段將4C策略執行地更加完善，並因此推動4C良性循環。LINE Pay本身對於4C架構仍有許多進步空間，本研究最終建議LINE Pay可以參考微信支付部分作法，並針對台灣市場適度調整，期許LINE Pay能順利啟動4C良性循環，為自己創造長期競爭優勢。
    With the advances of technology and the popularization of the internet, nowadays smartphones can perform several functions besides communication (e.g., camera, flashlight, map, notebook, Walkman). Moreover, people begin “putting” the money on their smartphones in recent years. Many corporations have also launched new products or services featuring the combination of mobile phone and money. As the growth of both supply and demand in the market, the mobile payment industry has gradually formed.

    There are many kinds of application and models in the mobile payment industry. This thesis concentrates the attention on two instant messaging companies―WeChat and LINE. Both companies began expanding mobile payment business―WeChat Pay and LINE Pay―after their original business grew mature. This thesis not only reviews the development history and business models of two companies, but also uses the 4C analysis framework to analyze how they dealt with the four transaction costs.

    The study shows that the operating results of WeChat Pay and LINE Pay are very different. There is still room for LINE Pay to grow. Although WeChat Pay and LINE Pay face quite distinct political environment, market size, and consumers, the thesis suggests that LINE pay can refer to the strategies and methods of WeChat Pay, and make some adjustments so as to successfully create the positive 4C cycle and long-term competitive advantage.
    Reference: 一、中文書目
    1. 邱志聖(2014)。策略行銷分析：架構與實務應用。台北：智勝文化。
    2. 孫一仕、施祖琪、蕭俊傑(譯)(2013)。Bank 3.0―銀行轉型未來式(Brett King原著)。台北：財團法人台灣金融研訓院。
    3. 陳柏江(2014)。第三方支付的真相：如何從網路收到錢。台北：電腦人。
    4. 陳威如、余卓軒(2013)。平台革命：席捲全球社交、購物、遊戲、媒體的商業模式創新。台北：商周出版。
    5. 陳鼎文(2015)。決勝數位金融新時代。台北：財團法人台灣金融研訓院。
    6. 曹磊、錢海利(2016)。Fintech金融科技革命。台北：商周出版。

    二、網路資料
    1. 呂紹玉(2016)，LINE Pay攜手美麗華，行動支付跨入500個實體櫃位，TechNews科技新報，取自https://technews.tw/2016/04/08/line-cooperate-with-miramar-to-accept-line-pay/
    2. 规模为28292亿元人民币，易觀智庫，取自https://www.analysys.cn/analysis/22/details?articleId=9554
    3. 易觀智庫(2017)，易观：2016年第4季度中国第三方支付移动支付市场交易规模128146亿元人民币，易觀智庫，取自https://www.analysys.cn/analysis/22/details?articleId=1000702
    4. 邱志聖(2012)，4C的良性循環vs.惡性循環，策略行銷分析4C架構新知網站，取自http://sma4c.blogspot.tw/2012/05/4cvs.html
    5. 許祐瑄(2016)，行動支付的省思：看行動支付在肯亞如何成功，維京人酒吧，取自https://vikingbar.org/2016/03/%E8%A1%8C%E5%8B%95%E6%94%AF%E4%BB%98%E7%9A%84%E7%9C%81%E6%80%9D%EF%BC%9A%E7%9C%8B%E8%A1%8C%E5%8B%95%E6%94%AF%E4%BB%98%E5%9C%A8%E8%82%AF%E4%BA%9E%E5%A6%82%E4%BD%95%E6%88%90%E5%8A%9F/
    6. 黃慧珠(2014)，IBM總經理月訊，IBM，取自http://www-07.ibm.com/tw/industries/fss/overview/201403.html
    7. 黃嬿(2015)，北歐國家領潮流，現金交易將成歷史，TechNews科技新報，取自http://technews.tw/2015/05/08/no-cash-society/
    8. 謝雨珊(2016)，TrendForce：2017年全球行動支付商機持續發酵，市場規模將達7,800億美元，TrendForce，取自http://press.trendforce.com.tw/press/20161227-3512.html
    9. 信用卡重要業務與財務資訊(2017年4月)，金管會銀行局，取自https://www.banking.gov.tw/ch/home.jsp?id=157&parentpath=0,4&mcustomize=bstatistics_view.jsp&serno=201105120008
    10. 騰訊科技(2013)，你敢付，我敢赔！微信支付推出全赔模式，騰訊網，取自http://tech.qq.com/a/20131017/016603.htm
    11. 騰訊科技(2013)，腾讯发布2013年第二季度及上半年业绩，騰訊網，取自http://tech.qq.com/a/20130814/015686.htm
    12. 騰訊科技(2015)，騰訊公佈2014年第四季度及全年業績，取自https://www.tencent.com/zh-cn/articles/1500041455590345.pdf
    13. 騰訊科技(2015)，騰訊公佈2015年第三季度業績，取自https://www.tencent.com/zh-cn/articles/1500011455590213.pdf
    14. 騰訊科技(2017)，騰訊公佈2016年第四季度及全年業績，取自https://www.tencent.com/zh-hk/articles/8003411490172512.pdf
    15. 微信更新日志，微信，取自https://weixin.qq.com/cgi-bin/readtemplate?t=weixin_faq_list
    16. 微信支付 商戶平台，微信支付，取自https://pay.weixin.qq.com/index.php/core/home/login?return_url=%2F
    17. 微信行业解决方案，微信支付，取自http://act.weixin.qq.com/static/merchant/project.html
    18. 微信支付商戶專區，騰訊客服，取自http://kf.qq.com/product/wechatpaymentmerchant.html
    19. 玉山Wallet官方網站，取自https://www.esunbank.com.tw/bank/personal/credit-card/intro/bank-card/hce
    20. Apple Pay官方網站，取自https://www.apple.com/tw/apple-pay/
    21. LINE Pay官方網站，取自https://line.me/zh-hant/pay
    22. LINE Pay商家官方網站，取自https://pay.line.me/tw/intro?locale=zh_TW
    23. Samsung Pay官方網站，取自http://www.samsung.com/tw/samsungpay/
    24. Allied Market Research (2017), “Mobile Payment Market Share, Size, Analysis & Forecast 2022,” Allied Market Research, available at https://www.alliedmarketresearch.com/mobile-payments-market
    25. Aurelia Leopold (2016), “Asia Pacific Leads the World in Mobile Payments in Latest Study by Kantar TNS,” KANTAR TNS, available at http://www.tnsglobal.com/asia-pacific/intelligence-applied/asia-pacific-leads-world-mobile-payments-latest-study-kantar-tns
    26. Bank for International Settlements (2012), “Innovations in Retail Payments,” Bank for International Settlements, available at http://www.bis.org/cpmi/publ/d102.pdf
    27. European Payments Council (2014), “EPC Overview on Mobile Payments Initiatives,” European Payments Council, available at https://www.europeanpaymentscouncil.eu/sites/default/files/KB/files/EPC091-14%20v2.0%20EPC%20Overview%20on%20Mobile%20Payments%20Initiatives.pdf
    28. Gabriel Wildau, Leslie Hook (2017), “China Mobile Payments Dwarf Those in US as Fintech Booms, Research Shows,” Financial Times, available at https://www.ft.com/content/00585722-ef42-11e6-930f-061b01e23655?mhq5j=e1
    29. International Data Corporation，IDC (2017), “Worldwide Smartphone Market Gains Steam in the First Quarter of 2017 with Shipments up 4.3%, According to IDC,” IDC, available ate http://www.idc.com/getdoc.jsp?containerId=prUS42507917
    30. KPMG (2017), “The Pulse of Fintech Q4 2016: Global Analysis of Investment in Fintech,” KPMG, available at https://assets.kpmg.com/content/dam/kpmg/xx/pdf/2017/02/pulse-of-fintech-q4-2016.pdf
    31. Miklos Dietz, Somesh Khanna, Tunde Olanrewaju, and Kausik Rajgopal (2016), “Cutting through the Noise around Financial Technology,” McKinsey & Company, available at http://www.mckinsey.com/industries/financial-services/our-insights/cutting-through-the-noise-around-financial-technology
    32. Oscar Williams-Grut (2016), “The 27 Fintech Unicorns from around the World, Ranked by Value,” Business Insider, available at http://uk.businessinsider.com/fintech-unicorns-ranked-by-value-2016-7/#t20-rong360-chinese-financial-comparison-site-1
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    104363007
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104363007
    Data Type: thesis
    Appears in Collections:[MBA Program] Theses

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