- 學位論文
生活應用場景之行動支付市場佈局策略-以LINE Pay為例
Mobile Payment Market Strategy In Life-Take LINE Pay As An Example
摘要
行動支付剛在台灣推出時，許多人都認為行動支付是年輕人在使用的工具，然而因為近幾年受到科技發展、Covid-19疫情、消費者行為改變、政府支持等因素的影響，讓台灣的行動支付逐漸興盛，使用人數、使用率，以及可使用場景持續不斷增加，也因為行動支付市場極具發展潛力，讓許多原本是其他產業的業者甚至跨領域爭相加入行動支付市場的戰爭之中。 雖然對於消費者來說能夠大幅度增加行動支付的可使用場景，但行動支付市場的競爭狀況越趨激烈，對於市場中的競爭者來說無疑是一大挑戰，而其中要在這個市場中生存下去、取得成功的關鍵就是擴大生態圈，以深化消費者生活金融應用之場景。 本文希望可以藉由個案研究的方式，透過搜集資料、文獻探討、深度採訪、事件分析等質化方式，以選定之企業LINE Pay的角度，分析外部環境、內部態勢，深入了解行動支付市場，找出業者目前面臨之困境與挑戰，並提出幾點關鍵策略建議予以企業參考，分別為找出現有之生態圈並妥善運用、持續拓展金融產品以達到普惠金融、改進系統，增進整體使用者體驗並且要加強資安防護措施，希望企業能藉由本文分析之過程與結論建議，檢視自身並促進台灣整體行動支付市場的發展。
並列摘要
When mobile payment was first launched in Taiwan, many people thought that mobile payment was a tool used by young people. However, due to the impact of technological development, Covid-19, changes in consumer behavior, government support and other factors in recent years, mobile payment is gradually prospering in Taiwan. The number of users, usage rate, and useable scenarios increase. Moreover, because the mobile payment market has great potential for development, many companies who were originally not in this industry begin to join the battle of the mobile payment market now. Although it can greatly increase the usage scenarios of mobile payment for consumers, the competition in the mobile payment market is becoming more and more fierce, which is undoubtedly a big challenge for competitors in the market. The key to going forward and succeeding is to expand the ecosystem to deepen the scenarios of consumer life financial applications. Through case studies, this paper uses qualitative methods such as data collection, literature discussion, in-depth interviews, and event analysis to analyze the external environment and internal situation from the perspective of the company LINE Pay. In this way, we have an in-depth understanding of the mobile payment market, and find out the current difficulties and challenges faced by the industry. In the end, this paper gives some key strategies and suggestions for enterprises to refer to, which are to identify the existing ecosystem and properly use it, continue to expand financial products to achieve inclusive finance, improve the system, enhance the overall user experience, and strengthen information security protection measures. It is hoped that enterprises can use the process and conclusions analyzed in this article to examine themselves and continue to improve. I believe that in this way the overall mobile payment market in Taiwan will get better and better.
參考文獻
延伸閱讀
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