中國電子商務在2012年交易規模達到13兆人民幣,市場潛力十分驚人。其中,淘寶網在中國C2C交易中取得90%以上的市佔率,更有極高比率是透過「支付寶」支付。支付寶創立於2004年,但卻在短短不到十年間,躍居全球知名電子商務交易平台。本研究特別由商業生態系觀點(Business ecosystem),探索支付寶的經營之道。相較於過去生態系理論強調角色成員間的互賴關係,本研究則由衝突角度檢視生態系重要成員間如何化互斥為互利的生態關係建構過程。本文提出三種不同的角色競合轉化:與商城的競合、與銀行的競合以及與實體通路的競合,並敘述關係改變過程。化互斥為互利資源,進而強化相互依賴的生態關係,是本研究對商業生態系的主要貢獻。
In 2012, the e-commerce market value is about 13 trillion RMB and about 90% of C2C transactions is though Taobao, the biggest e-commerce company in China. All the transactions of Alibaba group is through Alipay, a third party payment "institute" created by Alibaba in 2004. This research tries to analyze the growth of online payment ecosystem. Different from the interdependency of key partners of the ecosystem viewpoints, this research tries to find out how the competitors can be partners? By satisfying the unmet needs of target users, the Alipay cooperates with e-commerce malls, banks, physical channels. Turning competitors into cooperators, the online payment system evolves and the interdependency relationship growth.