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行動支付商業模式與產業價值鏈之探討 / A Study of Business Model and Industrial Value Chain of Mobile Payment劉思含 Unknown Date (has links)
隨著行動裝置及行動通訊網路的日益普及,人們可以突破時空限制、行動化地以完成各項活動,其中,支付方式的行動化即為「行動支付」。行動支付機制多元並進,從最初的簡訊傳輸(SMS)交易付款、到延伸PC版界面至行動裝置的手機瀏覽器頁面(WAP)付費,以及最新結合感應功能的近距離無線通訊(NFC)手機信用卡付款,以及結合行動裝置相機掃描功能的QR Code行動條碼付款等等,不同的行動支付機制各有其點,本研究以不同的分類方式歸納行動支付機制,並以「行動支付機制特性盒」針對國內外比較常見或是未來具有發展潛力的行動支付機制,從適用情境、參與業者以及支付流程,以呈現、比較不同行動支付機制的形貌。
不同的行動支付機制因運作模式不同,所形成的商業模式以及產業價值鏈也不盡相同,而產業中的各方參與業者在發展或推動行動支付的參與誘因、資源與優勢、商業模式、產業定位亦有所不同,本研究試著描繪行動支付產業價值鏈,涵蓋提供行動支付服務主要活動的參與者,以及提供週邊軟硬體、認證機制等間接支援性活動的相關業者,並針對不同業者的特性及在行動支付產業中的定位分別描述,歸納三大行動支付商業模式,分別是金融業者主導下的商業模式、行動通訊網路服務業者主導下的商業模式,以及第三方支付業者主導下的商業模式,並藉由探討國內外行動支付案例,以及訪談台灣行動支付產業的相關業者,作綜合性實務分析。
綜合文獻探討、深度訪談的結果,本研究歸納出在行動支付的演化上,具有多元並立性及典範移轉性,且不同的行動支付機制會造就不同的商業模式及產業價值鏈樣貌。未來,隨著台灣行動支付的相關法令逐漸鬆綁,台灣的行動支付將進入快速發展時期,根據過去各國在發展行動支付上的經驗及行動支付未來的整體發展趨勢,本研究提出以整合性的觀點去發展行動支付機制及商業模式,並以此建立產業價值鏈的定位及密切的策略夥伴關係,使各個參與業者能更加發揮互補性的核心競能,共同帶動行動支付的創新和普及。 / Mobile technology has become increasingly common in today’s everyday life. Mobile payment (M-payment) comes with mobile technology, which allows people complete payment in an easier way and without time and space limits. There are a variety of M-payment mechanisms, such as SMS, WAP, to NFC and QR code. Each mechanism has its characteristics. This study compares and analyzes different M-payment mechanisms in categories and under the characteristics of M-payment procedures.
Different M-payment mechanism brings out different business models and industrial value chains. Each participant in the industry has its motivations, resources, advantages, business model and positioning. On one hand, this study tends to describe three main business models and the industrial chain of M-payment mechanisms based on secondary data. On the other hand, this study conducts in-depth interviews with specialists from mobile network operator, banks, stores, and consumers to collect first-hand information.
Combining documentary analysis and in-depth interview, this study comes to a conclusion that the evolution and development of M-payment has the characteristics of multiple existence and paradigm shift. In addition, the business model and the industrial value chain both vary from mechanism to mechanism. In the future, as Taiwan has relaxed M-payment related rules and regulation, the development of M-payment in Taiwan is expected to be prospering. Our study offers several practical implications to developing integrated M-payment mechanism, business model, and relationship in industrial chain in order to facilitate successful development of M-payment with complementary advantages of each party.
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