支付宝案例分析

石河子大学

电子商务案例分析课程论文

姓

专业、学课

程

论文题目 支付宝案例分析

名

赵振江

班级 2012级电子商务（1）班 号 2012517015 名

称

电子商务案例分析

2015年11月

目录

一、引言 ·················································································· 3

1.1支付宝介绍 ·························································································· 3

二、支付宝的基本情况 ······························································· 3

2.1 发展历程 ···························································································· 3 2.2 公司规模 ···························································································· 4 2.3 公司文化 ···························································································· 5 2.4公司荣誉 ····························································································· 5

三、支付宝的商业模式 ······························································· 6

3.1战略目标 ····························································································· 6 3.2目标用户 ····························································································· 6 3.3产品和服务 ·························································································· 6 3.4支付分类 ····························································································· 7

3.5支付宝盈利模式 ···································································· 8 3.3核心能力 ············································································· 9 四、支付宝的经营模式 ······························································· 9

4.1营销策略 ····························································································· 9 4.2用户价值体现 ····················································································· 10 4.3沟通价值体现 ····················································································· 10

五、支付宝的技术模式 ····························································· 10

3.1技术支持 ··························································································· 10 3.2.合作技巧 ··························································································· 10

六、支付宝的管理模式 ····························································· 11 七、支付宝的资本模式 ····························································· 11 八、总结与建议 ······································································· 12

8.1总结 ································································································· 12 8.2所面临的挑战 ····················································································· 12 8.3 对策建议 ··························································································· 13

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一、引言 1.1支付宝介绍

支付宝（中国）网络技术有限公司是国内领先的第三方支付平台，致力于提供“简单、安全、快速”的支付解决方案。支付宝公司从2004年建立开始，始终以“信任”作为产品和服务的核心。旗下有“支付宝”与“支付宝钱包”两个独立品牌。自2014年第二季度开始成为当前全球最大的移动支付厂商。

支付宝主要提供支付及理财服务。包括网购担保交易、网络支付、转账、信用卡还款、手机充值、水电煤缴费、个人理财等多个领域。在进入移动支付领域后，为零售百货、电影院线、连锁商超和出租车等多个行业提供服务。还推出了余额宝等理财服务。

支付宝与国内外180多家银行以及VISA、MasterCard国际组织等机构建立战略合作关系，成为金融机构在电子支付领域最为信任的合作伙伴。

二、支付宝的基本情况 2.1 发展历程

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2004年，支付宝从淘宝网分拆独立，逐渐向更多的合作方提供支付服务，发展成为中国最大的第三方支付平台。

2003年10月18日，淘宝网首次推出支付宝服务。

2004年12月8日，浙江支付宝网络科技有限公司成立。 2005年2月2日，支付宝推出“全额赔付”支付，提出“你敢用，我敢赔”承诺。 2008年2月27日，支付宝发布移动电子商务战略，推出手机支付业务。 2008年10月25日，支付宝公共事业缴费正式上线，支持水、电、煤、通讯等缴费。

2010年12月23日，支付宝与中国银行合作，首次推出信用卡快捷支付。 2011年5月26日，支付宝获得央行颁发的国内第一张《支付业务许可证》（业内又称“支付牌照”）。

2013年6月，支付宝推出账户余额增值服务“余额宝”，通过余额宝，用户不仅能够得到较高的收益，还能随时消费支付和转出，无任何手续费。

2013年11月13日，支付宝手机支付用户超1亿，“支付宝钱包”用户数达1亿，支付宝钱包正式宣布成为独立品牌。

2013年11月30日，12306网站支持支付宝购买火车票。 2013年12月31日，支付宝实名认证用户超过3亿。

2013年，支付宝手机支付完成超过27.8亿笔、金额超过9000亿元，成为全球最大的移动支付公司。

来自艾瑞咨询的数据显示，自2013年第一季度以来，支付宝在移动互联网支付市场份额从67.6%逐步提升至78.4%，居第一。

截至2013年底，支付宝实名认证的用户数超过3亿。2013年，支付宝单日交易笔数的峰值达到1.88亿笔。其中，移动支付单日交易笔数峰值达到4518万笔，移动支付单日交易额峰值达到113亿元人民币。

2014年2月28日，余额宝用户数突破8100万。

2014年3月20日，支付宝每天的移动支付笔数超过2500万笔。

2015年，支付宝钱包8.5版，在钱包“探索”二级页面下，多了一个“我的朋友”选项卡，在进入转账界面后，就可以和对方直接发送文字、语音、图片等信息。[1]

2015年5月27日，支付宝出现大规模故障 回应：杭州光纤被挖断[2] 2015年7月8日,支付宝发布最新9.0版本,加入了“商家”和“朋友”两个新的一级入口,分别替代“服务窗”与“探索”,由此切入了线下生活服务与社交领域。此外,还增加了亲情账户、借条、群账户等一系列功能。[3]

2015年9月25日起，支付宝和麦当劳进行大数据合作，全上海地区的麦当劳将可使用支付宝支付，并将进一步推广至全国门店。

2.2 公司规模

截至目前，支付宝实名用户超过3亿，支付宝钱包活跃用户超过2.7亿，单日手机支付量超过4500万笔，超过2013年11.11创造的单日手机支付4518

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