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第三方支付公司的運行機理與案例研究-以拉卡拉公司為例_碩士論文

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等部分內容。論文的公布(包括以電子信息形式刊登)授 權東南大學研究生院辦理。 研究生簽名: 導師簽名: 日期:東南大學碩士學位論文 摘要 I 第三方支付公司的運行機理與案例研究 ——以拉卡拉公司為例 研究生:曹 陽 導師:周 勤 教授 東南大學 摘要 中國的第三方支付行業至今只有不到 20 年的歷史,但第三方支付業務伴隨著近幾 年電子商務的快速發展,在交易量、交易筆數、支付形式上也進入了快速成長期,同時 在改變著我們的消費習慣;趯π袠I發展前景的樂觀判斷,第三方支付行業也吸引了 社會各界的參與和關注,其中包括手機生產廠商、通信運營商、手機生產廠商、非金融 類機構等。行業近幾年交易量保持同比兩位數增幅,不同業態的應用場景都離不開第三 方支付,這些因素導致從事第三方支付的企業不斷增加。產業不斷壯大的同時,第三方 支付行業的變化也隨之而來:一方面行業的結構與利潤發生了改變;另一方面第三方支 付機構的市場定位、發展策略與運行模式也逐步呈現多種形態。第三方支付公司的運行 機理與經濟學解釋成為了理論界研究與關注的重點:企業如何選擇符合自身發展的運營 模式、如何樹立正確的發展策略、如何設計符合客戶需求的產品成為各企業面臨的重要 課題。 本文首先描述了第三方支付的簡略發展歷程及相關研究情況,對國內外發展現狀及 經驗進行了探討,并對我國第三方支付行業存在的問題進行了分析,得到了本文的研究 思路的方法,進而從經濟學角度通過理論對第三方支付行業的運行機理進行了理論分析 和解釋。然后通過 Paypal 和支付寶兩家企業的案例對第三方支付行業做了分析,得出 了行業的發展方向的相關結論。接著以拉卡拉公司為例,對拉卡拉公司的現有產品、運 行模式、發展方向做了案例研究,提出了公司發展的四個關鍵點。最后總結本文的理論 與案例分析,得出了業務整合與行業融合是第三方支付的發展關鍵點。 關鍵詞:第三方支付;行業趨勢;拉卡拉公司;東南大學碩士學位論文 目 錄 II OPERATING MECHANISM AND EMPIRICAL STUDY OF THIRD PARTY PAYMENT COMPANY ——TAKE LAKALA AS AN EXAMPLE Postgraduate: Caoyang Tutor: Zhou qin Southeast University Abstract With the emergence of e-commerce, the development of third-party payment industry in China is relatively short, but it develops rapidly and changes people's lives rapidly. Based on the optimistic judgment of the development prospects of the industry, many enterprises have entered the third payment industry, including Telecom operators, banks and other non-financial institutions. Due to the entry of many enterprises, the third-party industry is undergoing profound changes: on the one hand, the structure and profits of the industry have changed; on the other hand, the market positioning, development strategy and operation mode of enterprises have also appeared in a variety of forms. The operation mechanism and economic interpretation of third-party payment companies have become the focus of theoretical research and attention: how to formulate business models that meet their own development, how to establish correct development strategies, and how to make products that meet customer needs have become an important issue faced by enterprises. Firstly, this paper describes the brief development process and related research situation of third-party payment, discusses the development status and experience at home and abroad, and analyzes the problems existing in the third-party payment industry in China, and gets the method of this study, and then theoretically analyses and explains the operation mechanism of the third-party payment industry from the perspective of economics. Then, through the case of Paypal and Alipay, the third party payment industry is analyzed, and the relevant conclusions of the industry's development direction are obtained. Then, taking Lakara Company as an example, this paper makes an empirical study on the existing products, operation mode and development direction of Lakara Company, and puts forward four key points of the company's development. Finally, it summarizes the theoretical and empirical analysis of this paper, and concludes that business integration and industry integration are the key points for the development of third-party payment. Key words: third party payment; industry trend; Lakala company東南大學碩士學位論文 目 錄 III 目 錄 摘要........................................................................................................................................................................I ABSTRACT................................................................................................................................................................. II 第一章 緒論...........................................................................................................................................................1 1.1 研究背景與意義............................................................................................................................................1 1.1.1 研究背景................................................................................................................................................1 1.1.2 研究意義................................................................................................................................................3 1.2 相關文獻綜述................................................................................................................................................4 1.2.1 第三方支付的國內外文獻綜述............................................................................................................4 1.2.2 文獻簡要評述........................................................................................................................................4 1.3 研究方法及技術路線....................................................................................................................................5 1.3.1 研究方法................................................................................................................................................5 1.3.2 技術路線................................................................................................................................................5 1.4 創新與不足....................................................................................................................................................6 第二章 第三方支付公司的國內外現狀及實證研究.......................................................................................... 8 2.1 國際上第三方支付公司的現狀及實證研究——以 PAYPAL為例................................................................8 2.1.1 國際上第三方支付公司現狀概述........................................................................................................8 2.1.2 PayPal 概述............................................................................................................................................10 2.1.3 PayPal 運營模式分析............................................................................................................................11 2.1.4 PayPal 目標客戶....................................................................................................................................11 2.1.5 PayPal 盈利模式分析............................................................................................................................12 2.2 中國第三方支付公司的現狀及實證研究——以支付寶為例..................................................................13 2.2.1 中國第三方支付公司現狀概述..........................................................................................................13 2.2.2 支付寶概述..........................................................................................................................................14 2.2.3 支付寶運營模式分析..........................................................................................................................15 2.2.4 支付寶目標客戶..................................................................................................................................15 2.2.5 支付寶盈利模式分析..........................................................................................................................16 2.3 第三方支付公司的發展方向......................................................................................................................17 2.3.1 與銀行的合作......................................................................................................................................17 2.3.2 終端支付手段......................................................................................................................................18 2.3.3 電子商務的結合..................................................................................................................................19 2.3.4 賬戶虛擬化..........................................................................................................................................21 第三章 第三方支付的運行機理分析................................................................................................................ 22 3.1 第三方支付的交易模式..............................................................................................................................22 3.1.1 第三方支付的運營模式......................................................................................................................22 3.1.2 第三方支付的盈利模式......................................................................................................................23 3.2 第三方支付機理的經濟學分析..................................................................................................................24 3.2.1 基于分工視角的第三方支付機理分析..............................................................................................24 3.2.2 基于網絡外部性理論的第三方支付機理分析..................................................................................25 3.2.3 基于產業鏈理論的第三方支付機理分析..........................................................................................26 3.2.4 基于產業融合理論的第三方支付機理分析......................................................................................26 3.2.5 基于產業組織理論的第三方支付機理分析......................................................................................27 3.2.6 基于波特競爭戰備理論的第三方支付機理分析..............................................................................27 第四章 拉卡拉公司的案例研究........................................................................................................................ 30 4.1 拉卡拉公司的現狀分析..............................................................................................................................30 4.1.1 智能 POS 機..........................................................................................................................................30 4.1.2 拉卡拉手環..........................................................................................................................................31東南大學碩士學位論文 目 錄 IV 4.1.3 拉卡拉手機收款寶..............................................................................................................................31 4.1.4 行業解決方案......................................................................................................................................32 4.2 拉卡拉公司的運行機制分析......................................................................................................................33 4.2.1 拉卡拉公司保險行業解決方案的運行機制分析............................................................................ 34 4.2.2 拉卡拉公司物流行業解決方案的運行機制分析..............................................................................35 4.3 拉卡拉公司的發展方向..............................................................................................................................37 4.3.1 提高企業人力資源管理水平,落實重點集中戰略..........................................................................37 4.3.2 提高企業財務管理水平,落實總成本領先戰略..............................................................................38 4.3.3 提高企業技術開發水平,落實差異化發展戰略..............................................................................38 4.3.4 加強企業品牌與文化建設..................................................................................................................40 第五章 結論與建議.............................................................................................................................................42 5.1 主要研究結論..............................................................................................................................................42 5.2 對策建議......................................................................................................................................................43 5.2.1 加快信用體系及制度的建立與完善..................................................................................................43 5.2.2 規范市場操作,加強反洗錢、反套現監管。..................................................................................44 5.2.3 加強立法,促進法律體系完善...........................................................................................................44 5.2.4 完善市場準入和退出機制。..............................................................................................................45 5.2.5 加強行業自律性監管..........................................................................................................................45 5.3 研究展望......................................................................................................................................................46 致 謝.....................................................................................................................................................................47

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