【摘要】：當(dāng)前正處于磁條銀行卡向金融IC卡過(guò)渡的重要時(shí)期,中國(guó)銀行卡正面臨著越來(lái)越多的挑戰(zhàn),如何保持自身的有利地位并開(kāi)拓新的應(yīng)用領(lǐng)域成為每一家金融IC卡發(fā)卡機(jī)構(gòu)必須面對(duì)的問(wèn)題。本文旨在通過(guò)研究金融IC卡整合外部行業(yè)資源的商業(yè)模式,給出一個(gè)可行的方法來(lái)擴(kuò)展金融IC卡的應(yīng)用領(lǐng)域,增加用戶(hù)數(shù)量,以應(yīng)對(duì)未來(lái)激烈的市場(chǎng)競(jìng)爭(zhēng)。 本文先運(yùn)用PEST模型分析了我國(guó)金融IC卡所處的政治、經(jīng)濟(jì)、社會(huì)和技術(shù)環(huán)境,得知金融IC卡雖然目前處于一個(gè)良好的經(jīng)營(yíng)環(huán)境中,但未來(lái)將面臨激烈的競(jìng)爭(zhēng)。然后通過(guò)五力分析模型研究了金融IC卡所處的個(gè)人現(xiàn)場(chǎng)支付產(chǎn)業(yè)中現(xiàn)有競(jìng)爭(zhēng)的強(qiáng)度、消費(fèi)者討價(jià)還價(jià)的能力、供應(yīng)商討價(jià)還價(jià)的能力、替代品的相似性以及潛在競(jìng)爭(zhēng)者進(jìn)入的風(fēng)險(xiǎn),從分析中發(fā)現(xiàn)在個(gè)人現(xiàn)場(chǎng)支付產(chǎn)業(yè)中現(xiàn)有競(jìng)爭(zhēng)對(duì)手和消費(fèi)者的影響力量較大。最后分析歸納了金融IC卡發(fā)展中所遇到的主要問(wèn)題。 針對(duì)上述的分析,為了適應(yīng)環(huán)境的變化,應(yīng)對(duì)激烈的競(jìng)爭(zhēng),本文提出了金融IC卡整合外部行業(yè)資源的創(chuàng)新商業(yè)模式。通過(guò)應(yīng)用商業(yè)模式創(chuàng)新理論,首先提出了整合行業(yè)資源的基本思路,并分析了整合的主要目標(biāo)。隨后以城市一卡通為例,運(yùn)用商業(yè)模式創(chuàng)新的框架,詳細(xì)分析了金融IC卡整合城市一卡通資源的價(jià)值主張,即提高金融IC產(chǎn)品體驗(yàn)、共享客戶(hù)資源、增加金融IC卡發(fā)卡機(jī)構(gòu)收益和為城市一卡通增加獲利途徑。然后提出了用金融規(guī)范將技術(shù)標(biāo)準(zhǔn)統(tǒng)一、補(bǔ)償城市一卡通前期投入和調(diào)整城市一卡通盈利模式這三個(gè)價(jià)值支撐手段。再?gòu)目蛻?hù)界面、內(nèi)部界面和伙伴界面的角度分析了該商業(yè)模式創(chuàng)新的價(jià)值保持。接下來(lái),從資源整合、商業(yè)模式創(chuàng)新和戰(zhàn)略聯(lián)盟三個(gè)角度總結(jié)了整合城市一卡通行業(yè)資源這一創(chuàng)新對(duì)我國(guó)金融IC卡發(fā)展的戰(zhàn)略意義,并給出了一些具體的實(shí)施建議。最后,分析了該商業(yè)模式創(chuàng)新實(shí)施過(guò)程中可能出現(xiàn)的風(fēng)險(xiǎn)點(diǎn)以及降低風(fēng)險(xiǎn)的方法。 城市一卡通行業(yè)資源在金融IC卡外部整合目標(biāo)中具有普遍的代表性,本文希望通過(guò)這一具體行業(yè)的整合案例,為金融IC卡產(chǎn)業(yè)內(nèi)的發(fā)卡機(jī)構(gòu)、收單機(jī)構(gòu)、銀聯(lián)以及合作行業(yè)提供一個(gè)新的商業(yè)模式創(chuàng)新思路,并形成資源共享、優(yōu)勢(shì)互補(bǔ)的共贏格局。
[Abstract]:At present, Chinese bank cards are facing more and more challenges during the important period of transition from magnetic stripe bank cards to financial IC cards. How to maintain its own favorable position and open up new fields of application has become a problem that every financial IC card issuer must face. The purpose of this paper is to develop a feasible method to expand the application field of financial IC card and to increase the number of users in order to cope with the fierce market competition in the future by studying the business model of integrating external industry resources with financial IC card. This paper analyzes the political, economic, social and technological environment of financial IC card in China by using PEST model, and finds out that financial IC card is in a good operating environment, but it will face fierce competition in the future. Then through the five-force analysis model, the paper studies the existing competition intensity, the bargaining power of consumers and the bargaining power of suppliers in the personal on-site payment industry where the financial IC card is located. From the analysis of the similarity of alternatives and the risk of potential competitors entering, it is found that the influence of existing competitors and consumers in the individual field payment industry is strong. Finally, the main problems encountered in the development of financial IC card are analyzed and summarized. In view of the above analysis, in order to adapt to the change of the environment and cope with the fierce competition, this paper puts forward the innovative business model of integrating the external industry resources with the financial IC card. By applying the theory of business model innovation, this paper first puts forward the basic idea of integrating industry resources, and analyzes the main goal of integration. Then, taking urban one-card as an example, using the framework of business model innovation, this paper analyzes in detail the value proposition of financial IC card integrating urban one-card resources, that is, improving the financial IC product experience and sharing customer resources. Increase the revenue of financial IC card issuer and increase the profit path for the city card. Then it puts forward three value supporting means: unifying the technical standard with financial norm, compensating the early investment of the urban card and adjusting the profit model of the urban card. From the customer interface, internal interface and partner interface, the value of the business model innovation is analyzed. Then, from the perspective of resource integration, business model innovation and strategic alliance, this paper summarizes the strategic significance of integrating the resources of urban card industry to the development of financial IC card of our country, and gives some concrete implementation suggestions. Finally, the paper analyzes the possible risk points in the implementation of the business model innovation and the methods to reduce the risk. The resources of urban IC card industry have universal representation in the external integration target of financial IC card. This paper hopes to pass the integration case of this specific industry to be the card issuing agency and receiving agency in the financial IC card industry. UnionPay and the cooperation industry provide a new business model innovation, and form a win-win pattern of resource sharing and complementary advantages.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.2

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本文編號(hào)：2255367