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| Title: | 支付系統生態圈經營之研究:以零售通路為例
Research on the Operation of Payment System Ecosystem: A Case Study of Retail Channels |
| Authors: | 鄭鶯淑
Cheng, Ying-Shu |
| Contributors: | 尚孝純
Shari S. C. Shang
鄭鶯淑
Cheng, Ying-Shu |
| Keywords: | 支付系統生態圈
競合理論
點數經濟
Points Economy
Payment System Ecosystem
Co-opetition Theory |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:10:04 (UTC+8) |
| Abstract: | 近期各企業布局支付生態圈歷程，以零售通路積極布局支付生態圈，擴大本身企業版圖，並於跨界合作過程中產生既競爭又合作態勢。因此，本研究動機在於以零售通路為例，探討會員經營過程中，開始以支付系統建構生態圈經營，歸納生態圈中產生競爭合作模式，並歸納兩家環境優缺點機會與挑戰下各自的策略選擇。
本研究為透過分析零售通路業者於建構支付系統生態圈中，解構成員之間關係，並探討於競爭環境下業者於支付系統生態圈中經營價值。另外，業者於生態圈經營的策略有何不同，與其經營策略選擇，以保有競爭優勢的經營方法。 本研究資料收集方法包括次級資料收集，次級資料收集以個案公司官網、報章雜誌、網路報導等為主，進行個案研究。本研究成果包含以下幾點建議，期望能為將來發展支付系統生態圈通路業者參考。首先，以兩家競合關係發展，因兩家零售通路彼此以電子支付切入市場，計畫共享通路產生綜效，但因兩家客層重疊性高，需觀測兩家通路支付系統合作過程中，可能產生客層移轉狀況，導致競爭態勢。第二，兩家面臨發展轉型階段性目標，目前各家電支業務發展仍處於虧損階段，初期以補貼進入市場，未來兩家進行業務聯盟，以龐大用戶數高使用率，導入獨家金融服務拓展手續費收入，逐步降低補貼減損。第三，兩家發展實體通路生態圈，利用支付系統生態圈進行實體通路相互導客。第四，利用數據進行獲客或者新商業模式，舉例，將利用數據進行會員分眾行銷，主打TA客層進行優惠。
關鍵字:支付系統生態圈、競合理論、點數經濟
In recent times, various enterprises have been orchestrating the development of payment ecosystems through retail channels, actively expanding their corporate domains and fostering a state of competition and collaboration during cross-border cooperation. Accordingly, this study focuses on retail channels, exploring member management processes that begin to build payment system ecosystems, summarizing the competition-collaboration models within the ecosystem, and distilling the advantages, disadvantages, opportunities, and challenges in the strategic choices of two business environments.
This research analyzes retail channel operators` relationships in constructing payment system ecosystems, deconstructing member interactions, and investigating the value of managing within the competitive environment of the payment system ecosystem. Furthermore, it examines the differences in strategies for ecosystem management, and the choices of business strategy, aimed at maintaining competitive advantages. Data collection methods for this study include secondary data collection, primarily from the case company`s official website, newspapers, magazines, and online reports, and conducting case studies. The findings contain the following suggestions, which may serve as references for future development of payment system ecosystem channel operators:
Developing co-opetitive relationships between two retail channels as they both enter the market with electronic payments, planning for shared channels to create synergy, but considering possible customer transfer due to high customer overlap, leading to competition.
Both companies face developmental transitional goals, with electronic payment services still in the loss-making stage. Initially subsidizing market entry, they plan future business alliances using a large user base and high usage rate to introduce exclusive financial services to expand fee income, gradually reducing subsidies and losses.
Both companies are developing physical channel ecosystems, leveraging the payment system ecosystem for mutual physical channel referrals.
Utilizing data to acquire customers or for new business models; for example, using data for segmented member marketing, targeting specific customer layers with discounts.
Keywords:Payment System Ecosystem, Co-opetition Theory, Points Economy |
| Reference: | 一、中文參考資料
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932079 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110932079 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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