Empirical Research of the Scenario Planning for Mobile Payment Based on Bank
|School||Southwestern University of Finance and Economics|
|Course||Financial and trade e - commerce|
|Keywords||Mobile payment Mobile banking Scenario Planning Analytical Hierarchy Process|
Mobile payment is moving towards reality. All parties will be looked up to the market, the intention of being leader. Therefore, the concern of bank was raised. In this industry, the bank should how to location. In the mobile payments industry, banks are in a position of what. What are the banks’strengths, weaknesses, opportunities, challenge. How banks should adopt the strategy and the development of mobile payment. This is the main problem of this paper.Mobile payment markets include banks, mobile operators and third party payment service organizations. There are different forms for different participation. There are bank-oriented mobile payment model, operator-oriented mobile payment and third party oriented mobile payment model. A variety of payment models existing in China is a microcosm of the development of other countries. Japan, Korea, Europe are in a different way to develop mobile payment. From their experience can be seen that a unified standard is important. A unified standard could be making the development better for the industry.Now we have a large number of mobile phone users, the bank card users and mobile Internet users. Therefore, China now has a large number of potential users of mobile payment. The 3G network promote to universal. All of these have made a good foundation for the development. People who use the online payment maybe also use mobile payment. Those people who depend on mobile phone and the Internet strongly may become the first part of the mobile e-commerce groups.One of the main innovations of this paper is that the mobile payments between the participants with an initial position. The relationship between the participants is verified in the fourth part from the article.Secondly, this paper conducted a SWOT analysis of the banking sector in the field of mobile payments. SWOT analysis include the banking strengths, weaknesses, opportunities, challenges. Bank in the mobile payments area have great advantages. With the online payment, the customer has a process of acceptance. Which the banks have to do is to shorten the acceptance process. Banks should be more content in the service, improve the operability of mobile phone users and security, make more users to accept this new method of payment. In China mobile banking has a very good development opportunity, but now the development of mobile banking is not mature enough. To development mobile banking, there are not only the efforts of banks, but also the government. The government should create favorable conditions for electronic payment.Thirdly, this article uses the method of scenario planning to establish scenario planning model. The model determine the impact of the development of mobile payment industry participants and the key strategic objectives between participant. Through qualitative and quantitative analysis, carried out the domestic pay mobile payment scenarios:(1) Strive to lead-The banks develop their own mobile banking independently.(2) Active participation-Bank cooperate with mobile operators to develop mobile banking.(3) Passive participation-Select China Union Pay as partner and give up mobile payments market.This article uses the Analytic hierarchy Process method.In the model, this issue is divided into three levels. The highest level goal is to develop the mobile banking, to promote the development of the banking industry. The middle layer is the rule layer, that is, the three criteria for the development of mobile banking. The third layer is the project level. Through the AHP shows, banks should strive to select the dominant strategy. Bank should develop household resources and product innovation for development.