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論文名稱(中文) 行動支付服務的三篇研究:策略、商業模式與成功因素
論文名稱(英文) Three Essays on Mobile Payment Services: Strategy, Business Model and Successful Factor
校院名稱 成功大學
系所名稱(中) 電信管理研究所
系所名稱(英) Institute of Telecommunications and Management
學年度 102
學期 1
出版年 102
研究生(中文) 江濡伃
研究生(英文) Ju-Yu Chiang
學號 R96004047
學位類別 碩士
語文別 英文
論文頁數 80頁
口試委員 指導教授-廖俊雄
口試委員-李威勳
口試委員-繆嘉新
口試委員-汪志堅
中文關鍵字 策略  商業模式  成功因素  行動支付服務  近場通訊技術 
英文關鍵字 strategy  business model  successful factor  mobile payment service  near field communication 
學科別分類
中文摘要 策略、商業模式與成功因素對企業而言是三個不可或缺的角色,「策略」能夠幫助企業主,選擇最佳的途徑及方法以達到短期或長期目標;「商業模式」描述了各合作角色的關係,包括顧客、合作業者、上游業者,也定義產品流、資訊流及金流;「成功因素」則是將企業帶往成功之路的重要指標。因此,本論文分成三篇文章,以策略、商業模式及成功因素三大關鍵角色,對不同國家的行動支付服務進行分析與討論。
第一篇文章分析將行動支付成功推展的兩大國家:日本及肯亞。日本與肯亞分別代表著先進國家及發展中國家,行動支付以不同的形態成功在極端不同的環境裡發展。本文章透過市場地位、推廣過程及關鍵角色的分析與討論,了解在這兩個極端不同的經濟體,行動支付服務是如何迅速盛行,進而推導出推廣行動支付服務的成功關鍵因素,以及管理意涵。
第二篇文章分析美國的三大行動支付服務產品:Isis, Google Wallet 及 PayPal。透過企業基礎架構、顧客關係及科技運用的構面,瞭解三家公司在推廣行動支付產品的運作模式及資源,並針對其行動支付型態、進入市場時間、關鍵伙伴、通路、服務運作方式、目標客群、關鍵科技進行比較分析,了解各業者行動支付服務的優劣勢。最後,推導出美國行動支付服務的成功關鍵因素及未來可能的發展策略。
第三篇文章分析台灣的「近場通訊技術」行動支付服務的推廣模式,儘管「信託服務管理平台」已於2011年成立,但真實的運作模式至今仍尚未明朗,且受到許多障礙阻撓,包括相關設備的建置、法律的限制及替代品和競爭者的挑戰。本文章點出NFC行動支付服務在台灣推廣過程中會遇到的困難與挑戰,針對該服務提供可行的商業模式與營運策略的建議。
英文摘要 Strategy, business model and successful factor are three indispensable roles for business operators and organizations. Strategy is a method or plan chosen to bring about a desired future which helps a company operate according to its mission and achieve its short-term and long-term goals. Business model describes the roles and relationships among a company’s customers, allies and suppliers and identifying the major flows of product, information, and the major benefits to participants. Successful factor is indicator and milestone which points out several factors which determine the success of a company. This thesis analyzes the strategy, business model and successful factor of mobile payment services by conducting the analyses of three essays.
The first essay analyzes the influential factors of the success in mobile payment services of Japan and Kenya and explains how new mobile payment services can be quickly diffused in these two countries with very extremely social economic backgrounds. Market status, development path and key player for mobile payment services are sequentially reviewed and discussed. Then the possible influential factors of the success in mobile payment services in the two countries are elicited and managerial implications are provided for practitioners and the authorities to promoting mobile payment services. The second essay analyzes the business models of the three NFC mobile payment services in the U.S.: Isis, Google Wallet and PayPal. The infrastructure, customer relationship and technology of these three operators are first reviewed. Then their business models according to type, entry time, key partner, channel, operating type, target customer, key technology, strength, and weakness are compared. This section summarizes the essay by discussing the perspective of mobile payment services in the U.S. Finally, the essential factors for the success in mobile payment service are proposed and the trend of the future mobile payment services in the U.S. is predicted. Finally, the last essay analyzes the provision and ecosystem of NFC mobile payment service in Taiwan, and proposes a suitable business model for mobile payment operators. Although the mobile payment platform TSM in Taiwan was formed, the provision of the service has not yet implemented. NFC mobile payment has still been in delaying or developing phases in most countries since the NFC technology was invented a decade ago. With several challenges such as regulatory concerns, NFC device shortages and service substitutes, and competition with banks, this essay provides recommendations of managerial operations in the end.
論文目次 Table of Contents
Abstract……………………………………………………………………………………………………………………..і
Table of Contents I
List of Tables II
List of Figures III
Chapter One Introduction 1
1.1 Background and motivation 1
1.2 Research objective 4
Chapter Two Influential Factors of the Success in Mobile Payment Services: The Comparison of Japan and Kenya 6
2.1 Introduction 6
2.2 Mobile Payment Markets in Japan and Kenya 9
2.3 Development Path of Mobile Payment in Japan and Kenya 13
2.4 Key Players in the Mobile Payment of Japan and Kenya 17
2.5 Comparing the Success of Mobile Payment Services in Japan and Kenya 20
2.6 Key Strategies to Promote Mobile Payment Service 23
Chapter Three Business Models of Mobile Payment Services in the U.S.: Isis, Google Wallet and Paypal 26
3.1 Mobile Payment Services in the U.S. 26
3.2 Business Models 28
3.3 The Three Operators and Their Business Models 31
3.4 The perspective of mobile payment services in the U.S. 41
Chapter Four Challenges of NFC Mobile Payment Service in Taiwan and its Resolutions 46
4.1 Introduction 46
4.2 Technology, business model and applications of near field communication 48
4.3 The business model of Taiwan’s NFC mobile payment service 55
4.4 The challenges of Taiwan’s NFC mobile payment service 57
4.5 Recommendations for NFC mobile payment service in Taiwan 59
Chapter Five Conclusion 64
5.1 Contributions of the Thesis 64
5.2 Findings of the Thesis 64
5.3 Limitation and Future Research 66
Reference 68
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