摘要
进入21世纪,中国互联网产业发展势不可挡,电子商务已经成为商品交易的最新模式。作为资金流关键环节的支付,成为制约电子商务发展的主要瓶颈。而第三方支付模式为电子商务中的信任难题找到了初步解决方案,将电子商务推向一个新高潮。
第三方支付指由具备一定实力和信誉保障的非银行独立机构,集成银行支付结算系统接口或基于其他服务通道,为交易各方提供货币支付、资金清算、交易监管等交易支持服务而形成的支付模式。目前,我国第三方支付模式可以分为两类:一类是独立的第三方网关模式,一类是具备担保功能的非独立第三方支付模式。
在电子商务交易时,在网络这个特定的虚拟环境中,由于信息的不对称,双方会产生道德风险,从而阻碍网上交易的发展。本文通过完全信息静态博弈,参与人不固定的重复博弈等模型,从理论上分析了网上交易所面临的困境,并通过建立改进的动态博弈模型,说明第三方支付是如何解决网上交易的信任问题的,从而指出了第三方支付的巨大优势。
第三方支付虽然在解决网上交易诚信方面发挥了巨大的作用,但是它自己本身也面临盈利难的问题。目前,第三方支付的收入主要是交易服务费。但是由于竞争的残酷,为抢占更多的客户,一些第三方支付公司甚至不惜血本,将向客户的提成份额一降再降,优惠条件层出不穷,不少第三方支付企业在很长时间一直在赔本赚吆喝。
为了更好阐述第三方的盈利问题,本文根据波特的竞争模型,对第三方支付的产业链进行了分析。目前我国第三方支付市场面临着五种力量的竞争,分别是现有产业竞争对手、潜在竞争对手、客户、银行、替代性服务方式。这五种竞争力量在市场上的博弈竞争,将共同决定该产业的平均盈利水平,它们的分化组合也将对第三支付平台的发展产生深刻影响。
对于第三方支付企业而言,最为关键的是理顺上下游产业链的关系,避免恶性竞争,找出合适的盈利模式。本文的最后部分从第三方支付所面临的五种竞争力量的角度,提出了加强第三方支付未来发展的对策建议。
In the 21st century, China's Internet industry is unstoppable, and e-commerce has become the latest pattern of commodity trading .As a key link in the flow of funds, payment has become the major bottleneck which restricts the development of e-commerce. Because the third-party payment model provides preliminary solutions for e-trust problems, e-commerce has reached a new climax.
The third-party payment is the mode that non-bank institutions, which are powerful, reputable and integrated bank payment and settlement system interface or other service-based channel for the parties to the transaction, provide support services, such as paying money, clearing capital and monitoring transactions. At present, China's third-party payment model can be divided into two types: one is an independent gateway mode; the other one is non-independent and has the feature of security.
In the e-commerce transactions, especally in the virtual network environment, as a result of asymmetric information, the two sides will have moral hazard, so as to impede the development of on-line transactions. In this paper, complete information static game and repeated game theory, are used to analysis the difficulties faced by the online exchange, and through the establishment of a dynamic game model it is showed how a third party resolves the trust problems of online transactions, pointing out that the third-party has enormous advantage.
Although the third-party payment in solving the faith of transactions on-line has played a huge role, but it also faces its own difficulty to profit. At present, the income of third-party payment comes mainly from costs of transaction services. However, due to harsh competition, in order to seize more customers, a number of third-party companies provide customers a percentage drop lower and lower, preferential conditions for more and more, despite the cost of original capital. Many third-party payment companies have been losing money for a long time.
In order to better discuss the profit on the third-party, this article in accordance with Porter's competitive model, analysis industrial chain of the third-party payment. At present, third-party payment market is faced with five competitive forces which are existing industry competitors, potential competitors, customers, banks, and alternative ways of service. These five forces of competition in the market, will determine the industry's average profit level, and the differentiation of their portfolio will also have a profound impact on the development of the third-party payment platform.
For third-party payment companies, the crux of the problem is straightened out the upstream and downstream industry chain relationship, to avoid vicious competition to find a suitable model of profitability. In the last part of this paper, advice is given to enhance the development of the third-party payment in the future from view of the five forces of competition.
引文
[1]Rivest R.L,Shmairm.Adleman.On a Method for Obtaining Digital Signatures and Public Key Cryptosystems.Communications of the ACM,1988(2)
[2]Preneel,Govaerts.Hash Functions and Digital Signature.Computer Security and Industrial cryptography,1993(2)
[3]Committee on Payment and Settlement System(USA).Survey of development in electronic money and internet and mobile payment,2004(3)
[4]Pauline Ratnasingham.Risks in low trust among trading partners in electronic commerce.Computers& Security,1999(18)
[5]Nir Vulkan.Equilibria in Automated Interactions.Games and Economic Behavior,2001(35)
[6]Hemant Bhargava,Shankar Sundaresan.Quality uncertainty in IT intensive Commerce.Journal of Financial Markets,2001(4)
[7]SlinBa,AndrewB,Whinston,Hanzhang.Building trust in online auction Markets through an economic incentive mechanism.Decision Support Systems,2003(25)
[8]Xiaorui Hu,Zhangxi Lin,Whinston,Andrew B,Han Zhang.Hope or hype:on the viability of escrow services as trusted third parties in online auction environments.Information Systems Research,2004(9).
[9]Dan J.Kim,Yong I.Song,S.B.Braynov,H.R.Rao.A multidimensional trust formation model in B-to-C e-commerce:a conceptual framework and content analyses of academia practitioner perspectives.Decision Support Systems,2005(4)
[10]Hsien,Leo Huang,Chung Gee Lin.Emerging e-commerce development model for Taiwan.Tourism Management,2005(11)
[11]Ray Amy,Ray Julian.Strategic benefits to SMEs from third party web services:an auction research analysis.Journal of Strategic Information Systems,2006(9)
[12]徐小平.基于第三方的安全电子支付模型研究.计算机工程与设计,2006(12)
[13]孙玲芳,许金波,朱芸.基于可信第三方的交全支付协议的设计与分析.计算机应用,2006(12)
[14]刘少军.蔡虹.电子支付第三方安全问题探究.中国金融电脑,2006(11)
[15]闫俊英.电子支付系统的安全性研究.网络安全技术与应用,2007(7)
[16]赵玉.电子商务中电子现金支付系统的安全问题研究.电子商务,2007(20)
[17]郑绮萍.电子商务安全支付策略分析.华南金融电脑,2007(8)
[18]丁琳,殷萍.电子支付系统及其安全性问题.今日湖北(理论版),2007(5)
[19]黎虹.商业信用与电子商务的发展.商业研究,2002(10)
[20]张喜征.网络信用管理的支点.学术研究,2002(10)
[21]周庆山,周城雄.我国B2C电子支付方式及信用风险分析.南方经济,2003(11)
[22]汤清,付阳.电子商务中的博弈论分析.特区经济,2006(6)
[23]陶洋.B2C电子商务商城信用博弈分析.电子商务,2007(27)
[24]陆弘彦,韦欣.C2C网络市场的信用体系比较研究.广西财经学院学报,2007(5)
[25]罗晓萌,网络第三方支付平台的合法性研究.重庆工商大学学报,2006(5)
[26]中国人民银行海口中心支行课题组.第三方支付沉淀资金问题及监管.南方金融,2007(9)
[27]陈新林.电子支付监管问题研究.特区经济,2007(2)
[28]杨国明.第三方支付经营策略反思与重构.华东经济管理,2006(6)
[29]张述平,杨国明.第三方支付竞争策略创新.电脑知识与技术,2006(5)
[30]朱小立,蔡题.电子商务交易流程优化设计探讨.电子商务,2007(26)
[31]David Zoizer.E-commerce Payment Systems.North western:State University Louisiana,Pearson Education,2002
[32]Koerner.The Web's Bad Week.US News &World Report,2000(2)
[33]陈福生,唐韶华,Set协议中电子支付系统的交易流的分析.计算机应用研究,2000(1)
[34]Sub,Han.Effect of trust on customer acceptance of Internet banking.Electronic Commerce Research and Applications,2002(1)
[35]于忠华等.电子商务交易中买卖双方诚实行为博弈分析.商业研究,2006(7)
[36]Paul Fichtman.Preventing Credit Card Fraud and Identity Theft:A Primer for Online Merchants.Information systems Security,2001(5)
[37]张维迎.博弈论与信息经济学.上海:海人民出版社,2004
[38]许朝侠,孙雅娟.浅议电子商务网上支付模式.商场现代化,2008(3)
[39]黄亚娟等.第三方支付盈利模式及对策.金融经济,2007(6)
[40]王飞,哉春秀.第三方支付平台支付结算风险问题研究.商业研究,2006(1)
[41]郑建友.第三方网上支付市场的现状,问题及监管建议.金融会计,2006(1)
[42]Jim Budzynski.E-business:Model for success or failure?.AgriMarketing,2001(3)
[43]Catherine S.Weir,James N,Anderson,Mervyn A.Jack..On the role of metaphor and language in design of third party payments in eBanking:Usability and quality.ComputerStudies,2006(10)
[44]董仁涛.支付宝:从淘宝网看电子商务支付方式.商场现代化,2006(10)
[45]雷保中.PAYPAL:网上支付霸主.产权导刊,2006(1)
[46]王旭磊等.银行与第三方支付平台的竞合关系分析.华南金融电脑,2007(8)
[47]唐志宏.网上支付春天在哪里.电子商务世界,2008(6)
[48]李雪林.浅析中国电子商务支付领域的现状与发展策略.科技经济市场,2008(5)