Research On The Development Strategy Of Shanghai DF Corporation'5 New Business

In recent years, with the rising of E-commerce, the third-party payment industry, which created an effective on-line payment mode, has reached great achievements. In China, this flourishing industry has not only brought fierce competition and the huge potential target market, but also stimulated the new ideas and opportunities. With the official issuance of 'Payment Business License'from PBoC, the competition has been so fierce that all the third-party payment corporations are faced with the problems like how to establish themselves in the industry and development rapidly. Under this era background, market segmentation and customer resource are the key factors of the next stage. At the same time, lots of third-party payment corporations have taken some traditional industries into consideration to realize the electronization to promote the further development.As one of the firstly obtained Payment Business License's companies, Shanghai DF Corporation is eager to expend a kind of high-growth and large market capacity new business, which is in accordance with its own development goals and industry values, to achieve its strategic objectives of listing within three years. Relying on relevant academic theories and tools, this thesis analyzed macro-market environment, industry backgrounds and advantages, third-party payment markets, and Shanghai DF Corporation's own strategy. Therefore, it reached the conclusion that the shipping finance third-party payment should be its core innovation business, and offered proposal of innovation modes and market expansion as well.In regard to the research methods and the argument structure, this thesis firstly made a research on relevant theoretical literatures about how to choose the target market with strategies and enterprise growth theories such as Five Forces Model and SWOT Matrix. Furthermore, it made a brief introduction of Shanghai DF Corporation, including its industry background, development strategies and also pointed out the problems it is confronted. On the basis of analysis of the industry development prospect and other internal and external factors of the company, it can be inferred that third-party payment business is DF's general strategy. Moreover, by the analysis of the DF's enterprise growth factors and other competitors, the possibility of shipping finance as DF's third-party payment business is discussed. Considering the target market segments and market niche, the thesis drew a conclusion that the shipping finance is the target market segments of its third-party payment business. Accordingly, the further implementation plans and steps were put forward to break the development bottleneck feasibly. Finally, this thesis summarized some hypothesizes and experiences during the process of research, and probed the possible obstacles during the corporation transformation.