| Into the21st century, information technology as the foundation of the third revolution of science and technology worldwide, under this big background, the Internet technology and the general trade patterns were coming together, and electronic commerce as a new business model arises at the historic moment. Since the emergence of the electronic commerce by its unique across the region, the advantage of low cost, personalized give people a new life experience, people enjoy fast and fun at the same time also profoundly changed the traditional business model for thousands of years.Corresponding to the booming e-commerce is its inherent drawbacks, information asymmetry and moral hazard time threatening the development of e-commerce, the market demand, driven by the third party payment arises at the historic moment. So-called third party payment refers to have a certain strength and credit guarantee of third party independent agencies, adopt the way of signed a contract with each big bank, provide payments and settlement system and connected with the bank transaction support platform. Buyers pay the money for safekeeping by the third-party payment platform, to receive the goods after, third-party payment platform thaw funds via the Internet, payment to the seller. Can say the emergence of the third-party payment platform makes people enjoying convenient online shopping experience at the same time to eliminate the trouble back at home of security for people, greatly promote the development of electronic commerce.Based on the careful combing third-party payment market in our country, found that China’s third-party payment by scale effect, has a strong network externalities, through the analysis of market concentration, less of the vast majority of several enterprises monopolize the market. The profit pattern of most third-party payment enterprises of our country is too single, such as not innovation will face the risk of being eliminated by the market as soon as possible. Third-party payment market is a typical bilateral market, on the one hand, enterprises need to consider how to adopt differential pricing in the bilateral market to gain more benefits, on the other hand, enterprises also need to consider the offline trading, connectivity may bring opportunities and threats. Finally, this paper introduced Armstrong classical assumptions about bilateral market, respectively discussing monopoly third-party payment enterprises and competitive pricing strategy under the third-party payment companies, third-party payment industry is discussed in the framework of rules and regulations, ensure the healthy development of the third-party payment platform.Ideas arranged according to the article, mainly divided into the following five parts to expound in this paper.The first chapter from the background and significance of the paper, mainly expounds the third-party payment with the rise of e-commerce and the booming trend and the necessity of related research, and the third party payment simple reviews related literature at home and abroad.The second chapter to the third party payment platform, has carried on the detailed industry analysis, from the basic meaning of the third party payment, when it comes to industry development, industry chain, transaction process and profit model, and at the end was analyzed by using the SCP paradigm basic third-party payment industry.The third chapter involves some theoretical concepts of third-party payment, including introduction of network externalities and bilateral market is the third-party payment industry research is the most important theoretical basis, offline transactions and connectivity is a third-party payment to the new problems facing the new situation in the future.The fourth chapter has carried on the strategic analysis of third-party payment industry, on the one hand, from the five model to explore the industrial environment of third-party payment, on the other hand, third-party payment industry monopoly and competition environment of price analysis attempting to travel industry in the pricing strategy of the enterprise. Chapter v, the end of the full text has a comprehensive policy recomendations are given, and points out the deficiency of prose, prospects the future direction of the research of this field.Through the research, this paper get the following conclusion:1, industry competition is intense, concentration increasedAs of July2013, the people’s bank of China is divided into seven batch issued250third-party payment access licences, with increased competition in the industry, the industry concentration degree is rapidly improving, an analysis of the concentration of Internet third-party payment companies we see third-party payment industry has close to the oligopoly market structure, market share is mainly concentrated in the hands of a handful of powerful companies.2, network externalities, bilateral market characteristics significantlyThird-party payment as a product of the Internet age conforms to metcalfe’s law, namely third-party payment transactions with the user has a significant positive correlation. As the user scale rising, the economies of scale, cost reduction, improve the efficiency. Social welfare will also get corresponding improvement, that is to say there was a positive network externalities of third-party payment. Similarly, the third party payment platform to connect with consumers and suppliers two user groups, their have not only a link in the chain of communication link, what is more important for trading provides the credit guarantee. Bilateral market, the platform will be the demand elasticity of merchants for the higher cost, it will be for volume smaller merchants for higher rates.3, the new technology may change the industry structureIndustry change including the introduction of new technology on the one hand, can promote the development of the third-party payment, and improve the efficiency of the industry, on the other hand could also change the existing pattern of industry. Of third-party payment platform, such as connectivity will make industry increased efficiency, is beneficial to foster small third-party payment enterprises, but pose serious challenges to big enterprise’s market position, the original market pattern may break.4, industry in urgent need of regulationAs the central bank introduced a series of regulatory policy, industry mess gets a certain amount of stem, but we see the current industry still exists some shortage, need to regulate. In keeping the environment under the condition of stable, enterprises should take the market as the guidance, all parties to strengthen communication and collaboration, in a concerted effort regulation. For law-abiding businesses to give encouragement to help, for illegal enterprises to improve the illegal cost, only in this way can the industry healthy and orderly development. |
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