摘要
基于当下通信运营商对NFC支付市场的规划与建设背景,面对规模庞大的通信存量用户,为了提出对运营商支付市场发展初期具有实际参考意义的市场策略,通过建立符合运营商支付市场环境的双边市场模型,首次量化了市场若要稳定发展必须在用户端和商户端达到50%的临界规模;分析了均衡状态下市场两端需求弹性、价格、接受度等市场参数之间的交互影响关系及系统自我强化过程;明确了运营商对双边市场投入资源实施补贴策略时的优先顺序,即降低市场两端的采用成本比改善他们的系统收益效果更好,当选择要降低某一端的采用成本时,应该优先选择用户端;最后结合运营商实际情况提出了相关市场策略建议,为运营商市场推广前期项目规划提供了有价值的理论依据。
Based on the mobile operators＇ planning and construction of NFC payment market in recent years,with a large scale of existing customers,and in order to put forward the practical marketing strategies for the early stage of development of the mobile payment market,the critical acceptance level of 50% is quantified for a stably-developing market,and relationships among demand elasticity,price and acceptance in two-sided market and self-enhancement of the market under stable state are analyzed. The preferred order of subsidy in adoption cost and price on both sides is listed. When subsidization is required,the consumers should normally be subsidized. At last,practical suggestions for mobile operators are proposed in order to provide theoretical basis for their project planning.
出处
《北京邮电大学学报（社会科学版）》
CSSCI
2016年第1期59-65,共7页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
