湖南移动“手机支付”业务市场发展策略研究

【作者】 王滔；

【导师】 刘亚铮；

【作者基本信息】 中南大学 ， 工商管理， 2007， 硕士

【摘要】 手机支付是指借助手机、掌上电脑、笔记本电脑等移动通信终端和设备，通过无线方式所进行的银行转账、缴费和购物等商业交易活动。作为新兴的电子支付方式，手机支付拥有随时随地和方便、快捷、安全等诸多特点。作为一家通信运营商，湖南移动除了通过手机支付推动本企业电子化营销，如缴纳手机话费之外，更关注于如何促进整个手机支付产业的发展，在手机增值业务营销方面赢得有利地位。本文通过对湖南移动现有手机支付业务的运营情况加以分析，从湖南移动手机支付所面临的营销环境入手，全面分析和探讨了目前湖南手机支付领域的发展情况和存在的问题，包括手机支付的技术实现方式、手机支付的发展现状、市场细分和手机支付产业的市场规模预测等。最后，文章对湖南移动发展手机支付业务的机会、威胁、优势、劣势加以总结，结合市场营销的理论知识，在组合营销、营销组织管理等方面提出了具体的建议，旨在推动湖南移动手机支付业务健康发展。更多还原

【Abstract】 The mobile payment refers to the commercial trade activities such as bank account transfer, payment and shopping through the wireless way by mobile communication terminals and the equipment such as mobile phone, palmtop computer, notebook computer. The usual terminals used in mobile payment are mobile phone, PDA, mobile PC and so on. As the emerging electronic payment way, the mobile payment has many characteristics: convenient, swiftness, security, and can be used anytime and anywhere.As a mobile communication operator beside pushes on the electronic marketing through the mobile payment, Hunan Mobile Company pays more attention to how to promote the formation of industry chain of mobile payment to win the favorable position in value-added service of the mobile phone. Through the analyze to the online investigation result and the exist operator situation, considering the marketing environment of Hunan Mobile’s mobile payment, this thesis entirely analyzes and discusses the current developing situation and the existing question of Hunan mobile payment domain from the technical side and the commercial side, including the common way of technical realization, the constitution of industrial chain, the present developing situation and the market scale forecast of mobile payment industry, and so on.Finally, the thesis summarizes the opportunity, the threat, the superiority and the weakness of Hunan Mobile Company’s development of mobile payment, puts forward a concrete suggestion of market expansion, price strategy, income analysis, etc., with the purpose to push the development of mobile payment service of Hunan Mobile Company in a healthy way.更多还原