Development Strategy Study On Third Party Payment Of Internet Finance

The 21 st century is the era of network economy and information society, either traditional industries or emerging industries will deeply engraved in the Internet age, become the era of shock troopers or redundancy. AS a key support to e-business platform, third party payment has characteristics of convenient, fast and security, it has provided the technical guarantee and credit guarantee for banks and seller and buyer. Third-party payment is popular and has penetrated into all aspects of people’s daily life. In 2015, China’s third party online payment transaction scale up to 11.867 trillion yuan, up 46.9% from a year earlier. The development of the third-party payment is a revolution, it has brought intense impact to the consumption habits and business model innovation and financial competition pattern.In this paper, it studied third-party payment industry in China represented by Alipay through literature analysis, case analysis, PEST analysis and SWOT analysis. First of all, it defined the concept of third party payment, expounded its origin, development, operation and profit model and so on, laid a theoretical foundation for research. Second, it studied the development of domestic and foreign third-party payment experience summarized the enlightenment of foreign experience to third party payment development in our country. Later, it systematic analyze of third party payment macro environment in our country using PEST analysis model. At last, using Alipay who is the representative enterprises in china’s third party payment markets as key case, described the status of its payment process and safety system, and summarized its competitive advantage, competitive disadvantages, opportunities and threats using SWOT analysis mode. It found suitable development strategy of China’s third party payment market, through analyzed the difficulties and predictable market prospects faced by Alipay.Through above research, third party payment enterprises must play its core strengths, formulate reasonable development strategies, they guarantee their healthy and sustainable development to promote the prosperity and stability of the industries of whole third-party payment, through consolidating the competitive power, insisting on mutually beneficial relations of cooperation with the bank, exploiting the new world of third-party payment market.The innovation point of this article is based on the macroscopic research of third-party payment market in China and the microscopic analysis of Alipay; it provides the reference for other companies in the industry’s make their own developing strategy.