【作者】 陈薇；

【导师】 尹威；

【作者基本信息】 东南大学 ， 工商管理（MBA）（专业学位）， 2024， 硕士

【摘要】 电子商务和互联网技术的迅猛发展带来了支付行业翻天覆地的变化。为了解决电子商务过程中的付款问题,第三方支付业务应运而生。第三方支付业务,从最初扮演支付中介、提供信用担保的角色,逐渐拓展出支付、理财、生活服务、借贷等业务。凭借强大的购物和社交场景,第三方支付积累了大量客户资源,也掌握了客户的衣食住行、投资、消费等巨大的数据资源。第三方支付业务的迅猛发展改变了银行业的经营理念,对商业银行的业务和客户带来较大的冲击,给银行业的发展带来了较大的挑战,也提供了新的机遇。本文选择研究新形势下,邮储银行如何与第三方支付机构开展更多的合作,以吸引更多的客户使用邮储银行借记卡支付,以提升邮储银行第三方支付业务的市场占有率。本文先追溯第三方支付业务的产生及发展过程,理清第三方支付机构和银行的关系,明确发展第三方支付业务对银行的重要意义。本文通过问卷调查的形式,收集影响客户在微信、支付宝等渠道选择借记卡所属银行的主要因素,再用访谈的形式了解内部管理现状,基于营销理论分析,分别从产品、价格、渠道、推广、人员、有形展示和过程管理方面,指出邮储银行A分行在第三方支付业务发展存在的问题。基于此,邮储银行A分行要深化改革,推动第三方支付业务提速发展。要完善账户风险管控和产品绑卡功能、以收入为导向调整发展策略、做好渠道管理以及强化长尾客户的运营、全盘统筹,形成营销合力、加强人员建设、完成激励机制以及加强培训、加强有形展示以打造邮储银行品牌和优化产品办理流程、提升服务质量。本文的研究结论不仅可以邮储银行A分行第三方支付业务的发展提供优化策略,助其获得新的利润增长点,提升市场竞争力;同时对其他商业银行在支付市场激烈的竞争中如何实现利益最大化也存在一定的借鉴意义。更多还原

【Abstract】 The rapid development of e-commerce and Internet technology has brought earth-shaking changes to the payment industry.In order to solve the payment problem in the process of e-commerce,the third party payment service comes into being.The third-party payment business,from the initial role of payment intermediary and credit guarantee,has gradually expanded to payment,financial management,life services,lending and other businesses.With a strong shopping and social scene,third-party payment has accumulated a large number of customer resources,but also mastered the customer’s clothing,food,housing,investment,consumption and other huge data resources.The rapid development of the third-party payment business has changed the business philosophy of the banking industry,brought great impact on the business and customers of commercial banks,brought great challenges to the development of the banking industry,and provided new opportunities.This paper chooses to study how PSBC can cooperate more with third-party payment institutions under the new situation,so as to increase the market share of PSBC’s third-party payment business.This paper first traces the emergence and development process of third-party payment services,clarifies the relationship between third-party payment institutions and banks,and clarifies the significance of developing third-party payment services for banks.Through questionnaire survey,this paper collects the main factors that affect customers’choice of debit card banks in wechat,Alipay and other channels,and then uses interviews to understand the internal management status quo.Based on the analysis of marketing theory,this paper points out the problems existing in the development of the third-party payment business of Postal Savings Bank A Branch from the aspects of product,price,channel,promotion,personnel,tangible display and process management.Based on this,PSBC A Branch should deepen reform and accelerate the development of third-party payment business.It is necessary to improve account risk control and product card binding functions,adjust development strategies based on revenue,do a good job in channel management,strengthen the operation of long-tail customers,and make overall planning,form marketing forces,strengthen personnel construction,complete incentive mechanisms,strengthen training,and strengthen tangible display to build PSBC brand,optimize product handling process,and improve service quality.The research conclusion of this paper can not only provide optimization strategies for the development of the third-party payment business of PSBC A Branch,but also help it obtain new profit growth points and enhance its market competitiveness.At the same time,it also has certain reference significance for other commercial banks to maximize their benefits in the fierce competition in the payment market.更多还原