台灣行動支付產業分析

Abstract

本研究針對台灣的行動支付產業為研究對象，透過文獻調查，探討行動支付產業供需雙方的特性以及其作為平台的產業結構，並以價值網、PARTS架構分析台灣的兩間領導廠商Line Pay以及街口支付，提出其成功的策略方向。 本研究發現在台灣以掃碼為主的行動支付廠商，其產業結構有大者恆大趨勢，因此廠商需要補貼參與意願低的消費者及商家加入平台，迅速達到關鍵人數，以形成網路效應。而就Line Pay與街口支付而言，前者透過自家Line生態系有著大量使用者人數及既有的電商、遊戲等服務，在消費者端具備優勢。街口支付則是在店家端額外加值服務如外送、候位等功能，增加附加價值。另外兩者都透過邀請銀行加入互補者的行列，前者發行聯名卡，共同分擔補貼消費者的成本，並以點數促進消費者採用Line Pay的意願。後者提供Account Link優惠點數，降低使用信用卡的金流成本，並由平台自身補貼消費者。兩間的顧客忠誠計畫都讓消費者更願意在上面消費。 而目前業內的小廠及潛在進入者，面對大量補貼的競爭壓力，以及領導廠商的先進者優勢，包含已經合作的通路、店家及與銀行等等，需要想出平台除了純金流服務外所能提供的附加價值，否則在一片紅海下，將難以獲利。

The thesis is aimed at investagting the mobile payment industry in Taiwan, starting from an analysis for demand side, supply side, and the platform structure, then presenting the successful strategies carried out by two leading firm in Taiwan, Line Pay and JKo Pay, by using value net and PARTS analysis. It is found out that for firms using QR-Code as solution, the market structure tends to make big ones get bigger; as a result, firms need to pay for customers and stores to persuade them to join the platform, thus critical mass is achieved and the network effect works. Line Pay wins on the customer side with its Line ecosystem like messaging, e-commerce, game, and so on. However, JKo Pay puts more effort on store side, providing service like food delivery, and improve its added value. They both invites banks to play as complementors. Line Pay issues co-branded credit card with CTBC bank, who shares the subsidy fee. On the other hand, JKo Pay uses account link to lower its cash flow fee. The customer loyalty plan helps to make customers engage more. From the perspective of small firms and potential entrants, they need to face pressure from massive subsidy, and the first-mover advange including leading firms’ cooperation experience with banks and stores. It is necessary for small firms to find some added value they might provide other than pure payment service, or it’s very hard for them to earn money.