Research Of Development Strategy Of Mobile Payment Business For Commercial Banks

With the popularity of mobile Internet and smart phones, mobile payment received more and more attention worldwide and show strong growth momentum. In China, although the mobile payments still in its infancy, but the mobile telecom operators, financial institutions and third-party payment agencies as the representatives of the major actors in the field have been force to seize the advantageous position of mobile payment industrial chain. As important participants of mobile payment industry, commercial banks how to grasp opportunities, meet challenges, develop the right strategy, will become its key to success to adapt changes and share mobile payments feast.The article first systematic analysis of the general process of mobile payment, the industrial chain structure and the technical model, by analyzing the development environment of mobile payment market and business development course in China, proposed the necessity of the development of mobile payment business for commercial banks. On the base of combing the existing domestic and international mobile payment business model, the article summarizes the current situation and the development strategy of mobile payment business of commercial banksTo seek optimization development strategy of the mobile payment business of commercial bank, the paper firstly integrated use of group evolutionary game, the product competition game, and the industry alliance cooperative game analysis method, on the basis of analyzing the relationship between commercial Banks and other operators, respectively analysis the competition and cooperation game process between commercial banks and mobile operators, between different commercial banks and between internal enterprises on mobile payment industry alliance, then the strategy selection and negotiation strategies for interests allocation obtained under different game equilibrium conditions of commercial banks. Secondly through the analysis of the behavior of mobile payment users, clear about the user distribution and behavior characteristics of target customers.Finally, the article analyze the advantages and disadvantages in the development of mobile payment business of commercial banks, and combined with the conclusion of game analysis and behavior analysis, the paper take China Merchants Bank as an example to put forward the optimization development strategy of mobile payment business for commercial banks:(1)On strategic options, the commercial banks should actively promote the establishment of the business model led by financial institutions, seize the settlement channels, contributed to the formation of the settlement patterns pay through the bank account.(2)On product strategy, the commercial banks should continuously perfect the function of mobile banking, innovation the settlement way of mobile banking, improve the payment convenience on the premise of security.(3)On market strategy, the commercial banks should take extensive cooperation strategy, actively explore the mobile payment service market; promote the integration of mobile payment services with traditional financial services business, to improve the user’s loyalty.