政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136686

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/136686

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/136686

Title:	支付平台生態圈的策略經營與擴張－以街口支付為例 Strategic Management and Expansion of Payment Platform Ecosystem：A Case Study of JKO Pay
Authors:	楊文萱 Yang, Wen-Hsuan
Contributors:	吳豐祥 Wu, Feng-Shang 楊文萱 Yang, Wen-Hsuan
Keywords:	支付平台生態系統平台行動支付平台策略角色風險管理街口支付策略經營擴張 Payment Platform Ecosystem Platform Mobile Payment Platform Strategy Role Risk Management JKO Pay Strategic Management Expansion
Date:	2021
Issue Date:	2021-08-04 16:27:15 (UTC+8)
Abstract:	為因應全球數位浪潮，台灣行動支付市場百家爭鳴，包含電子票證業、零售通路、銀行、遊戲與通訊網路科技公司等，基於Fintech(金融科技)的大趨勢，紛紛進入了支付市場，其中最熱門的範疇之一，又屬支付平台。儘管它是新興的領域，卻也競爭非常激烈。對於相關業者來說，如何有效的運作才能帶來競爭優勢並持續成長，似乎仍然是問題多於解答。本研究希望針對此一新興領域(支付平台)進行深入的探討，特別從其透過生態系統來經營與擴張的方向來觀察。惟過往文獻很少以生態系統的觀點來探討金融業者與平台企業的營運，若就行動支付的過往研究來看，又多以消費者的角度出發，探討消費者使用行動支付的原因及偏好等議題為主，甚少從組織運作的層面出發來探討行動支付企業的發展。緣此，本研究的主要目的即探討支付平台在生態圈有關方面的策略經營與擴張成長，研究問題包括：(1)生態系統理論是否適用於我國的支付平台企業？(2)我國支付平台的獲利模式為何？(3)我國的支付平台如何維持其關鍵者地位，並持續成長？本研究透過研究問題的思考與文獻的回顧，發展出一個包含「支付平台的策略與商業模式」、「支付平台的夥伴與互動關係」、與「支付平台的風險管理」等三構面的研究架構，作為後續蒐集資料的基礎。此外，本研究本質上多少具探索性，因此，研究方法上採用較為合適的質性個案研究法，並選擇國內支付平台的領導企業之一的街口支付為主要研究對象，進行深入的探討。本研究所得到的主要結論如下： (1)我國的支付平台企業適用生態系統的理論來詮釋，惟其生態系統僅包含關鍵者與利基者的角色。 (2)我國的支付平台並不以支付為獲利關鍵，而是透過以支付為基礎，開發更多元的服務之方式來從中獲利。 (3)我國的支付平台會透過高市占率、多元的服務及良好的用戶體驗等來維持其在生態系統中的關鍵者地位，並持續成長。 (4)我國的支付平台與銀行間存在著競合關係，惟雙方會透過利基市場的尋求與新服務商品的共同推出來降低競爭、共存共榮。本研究最後並提出學術上與實務上的意涵，以及後續研究的建議。 In response to the wave of global digitalization, there are hundreds of Taiwanese mobile payment companies at play and across different industries, including electronic card industry, retail industry, banking industry, gaming industry, and information technology industry, etc. The payment platform market, despite an emerging field, is very competitive. For players involved, how to conduct operations effectively in order to gain competitive advantage and achieve sustainable growth seems to be a non-trivial matter. This research aims to make an in-depth analysis on the topic of payment platform, especially seen through the lens of its operation and expansion. However, the existing researches rarely touch on the operations of financial industries and platform industries on the ecosystem level or on the organizational level, but rather, investigate into the reasons and preferences behind the consumer usages. For this reason, the main purpose of this research is to explore the strategic operation and expansion of payment platforms in the ecosystem. The research questions include: (1) Does the ecosystem theory apply to payment platform companies in Taiwan? (2) What is the profit model of the payment platform in Taiwan? (3) How does the payment platform in Taiwan maintain its key position and continue to grow? The three-facet research framework consisting of (1) strategic operations and business models, (2) partners establishments and interactive relationships, and (3) risk management, has been developed to form the basis of data collection and facilitate the answering of research questions. In addition, due to the exploratory nature of the current research, I adopt the qualitative research method and choose JKO Pay, a leading domestic payment platform, as the main subject for the case study. The main conclusions of this research are as follows: (1)This research believes that the ecosystem theory is applicable to payment platform companies in Taiwan with ecosystems involving only keystones and niche players. (2)Although it is called payment platform, it does not earn the majority of its profits through payment activities, but through diversified services. (3)The payment platforms in Taiwan tend to maintain its dominant position and sustain its business growth through high market share, diversified services and good user experience. (4)There is a competition and yet cooperation relationship between payment platforms and banks in Taiwan: In an attempt to co-exist and co-prosper, they tend to search their own niche markets while launching new services together. At the end of this research, both academic and practical implications are proposed, as well as some suggestions for future directions.
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Description:	碩士國立政治大學科技管理與智慧財產研究所 108364111
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108364111
Data Type:	thesis
DOI:	10.6814/NCCU202101041
Appears in Collections:	[Graduate Institute of TIPM] Theses

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