行動支付之策略分析

Abstract

隨著科技的發展加上行動裝置和通訊網路的普及，手機已不再只是用來通話，科技的發展影響了消費者的行為，而行動支付就由科技與消費者行為改變而生。行動支付於近年呈現爆發性成長，並成為未來付款趨勢，然而，台灣的消費者似乎尚未迎上這波趨勢。因此，本研究希望透過整個行動支付的產業分析，再回到台灣的行動支付市場，最後以個案分析的方式挖掘出台灣行動支付廠商要擁有市占率的關鍵成功因素。 本研究首先探討行動支付技術發展和行動支付商機，接著利用商業模式圖分析整個行動支付市場的營運模式，再就台灣支付法規和產業現況歸納統整，比較台灣行動支付產業內公司的異同，後透過價值網模型，對台灣的行動支付市場進行產業分析。透過對行動支付市場的了解之後，接著以個案分析支付寶和微信支付在中國大陸成功的經驗，探討台灣發展行動支付能否典範移轉，以近年積極於台灣發展的LINE Pay為個案，分析其成功關鍵可能性，畫出LINE Pay的商業模式圖及分析LINE Pay價值網，並提出未來發展的建議。接著針對三個個案做綜合分析，並解釋梅特卡夫法則及SoLoMo在支付寶、微信支付和LINE Pay的運用，最後提出研究的結論與建議，並對有興趣的學者提出後續研究的方向。

With the development of technology, the popularization of mobile devices, and the convenience of internet, mobile phones are no longer just for communications. The innovation of technology has influenced the behaviors of consumers. With the change of technology and consumers’ behaviors, the mobile payment industry has gradually formed. Mobile payment grows rapidly in recent years and becomes the major trend in payment industry. However, consumers in Taiwan do not seem to catch the trend. Therefore, this thesis wants to analyze the mobile payment industry and the mobile payment market in Taiwan. At last, through case analysis, this thesis explores the key success factors for mobile payment companies to succeed in Taiwan. This thesis discusses the technology development and the business opportunities of mobile payment, using business model canvas to analyze the business model of mobile payment market. Afterwards, the thesis summarizes the regulations and current situation of mobile payment in Taiwan, and then compares similarities along with differences of mobile payment companies in Taiwan. Further, the thesis applies the value net model to analyze the industry of mobile payment in Taiwan. After understanding the mobile payment market, the thesis uses case studies of Alipay and WeChat Pay to explore the key success factors of developing mobile payment and wants to know whether LINE Pay has opportunities to succeed in Taiwan. The study uses business model canvas and value net model to evaluate LINE Pay, and then proposes suggestions for future development. In the last chapter, the thesis makes the comprehensive analysis of three cases and applies Metcalfe’s law and SoLoMo in Alipay, WeChat Pay and LINE Pay. Finally, the thesis comes up with the conclusions and provides suggestions for development direction.