目前,中国银联是中国境内唯一的银行卡组织,处于我国银行卡产业链的核
心位置,各银行发行的银联卡通过银联跨行交易清算系统,实现了联网通用,从
而使银行卡得以跨银行、跨地区和跨境使用。银联的发展战略不仅关系到银联自
身的持续发展,也关系到整个银行卡产业链的发展,因此,其企业发展战略的制
定不仅以一般的企业战略定位,而是站在产业发展的高度上,与国家支付产业政
策相结合的金融战略,既有企业所处产业的高度相关性,也有典型的社会性。
银行卡产业属于典型的网络经济,是建立在高新技术基础之上的现代个人支
付结算系统,银行卡市场的主要参与方包括发卡机构、收单机构、持卡人、受理
商户、第三方专业服务机构以及与此相关的设备制造商、系统集成商、网络运营
商、应用开发商等上下游产业共同组成的产业群落,形成了完整的银行卡产业价
值链。近年来,随着网络经济的发展,新型支付产业以互联网支付、手机支付、
数字电视支付为代表大规模介入个人支付产业,对传统产业模式产生了理念上的
冲击,并分流了一部分市场;而从金融开放的角度出发,国内银行市场的开放已
纳入时间表,国内银行卡产业与国际银行卡产业的融合己成必然趋势。健康的银
行卡生态环境不仅是产业发展的需要,更是作为网路核心型企业-一银联的生存和
发展需要,因此,确定银联的发展战略,建立健康合理的产业发展格局,推进业
务创新和产业进步,符合银行卡产业各方的利益,符合国家金融战略的需要。
商业生态系统理论很好的诠释了新经济时代核心网络型企业发展的战略思
维。本文研究的方向,就是从商业生态系统理论出发,站在国家产业政策与银行
卡组织和公司化经营相融合的多重视角审视银行卡产业的发展模式,研究中国银
联基于商业生态系统的发展战略,从商业生态学的角度分析产业特征,分析产业
参与各方的地位和角色,尤其是核心企业的发展战略对产业发展的影响,研究其
发展动向和动因,从企业战略管理分析入手,结合PEST分析、蓝海战略等基础理
论,结合国内国际银行卡产业发展现状,从产业发展、文化沟通、创新多个领域
出发,围绕产业生态健康发展的视角,探索维护和保持产业健康发展的生态模式
对提高银行卡产业生态系统的生产率和强健性的积极影响,探讨产业政策的战略
前瞻性,形成创新发展、竞争有序、风险可控、健康和谐的生态产业链,为持卡
人提供一个范围更广、领域更多、渠道更丰富的银行卡受理环境,为中国经济发
展服务。
山东大学硕士学位论文
ABSTRACT
Bankcard industry is supported by modern information technology. Based on a
plastic card base, Banks, Bankcard Associations, Third-party professional service
organizations and bankcard acceptance merchants constitute groups of enterprises,
providing the cardholder with electronic payment and consumer credit services.
Established in March 2002, UnionPay is a bankcard association established under the
approval of the State Council and the People's Bank of China. UnionPay's primary
responsibility is committed to building inter-bank transaction settlement network,
providing a unified, efficient and secure inter-bank card payment settlement and other
specialized financial services. The establishment of UnionPay stands for the formation
of a new industrial system - joint stipulation of rules, joint popularization of business,
joint expansion of market and joint standardization of orders. It also indicates an
intensive and scale development of China's bankcard industry as well as a new phase of
comprehensive and rapid development.
UnionPay has become the central and pivotal part of China's bankcard industry,
and plays an essential role in the industry development. The development strategy of
UnionPay relates not only to UnionPay itself but also to bankcard industry chain
development. Therefore, its enterprise development strategy pitches not only to
enterprise itself,but also at the height of industry chain development. Combined with
national financial payment policy, the strategy of Unionpay includes the industry
correlation that Unionpay is on as well as its typical Sociality.
Bankcard industry belongs to typical network economy. Established foundation on
high-tech of modern personal payment settlement system, the main participation party
of bankcard market consist of Card issuers, Acquirers, Cardholders, Acceptance
merchant and Third-party professional services along with device manufacturer,
system integrated providers, network operators and application developers, which
forms a closed bankcard value chain, including upstream and downstream industry
clusters. In recent years, with the development of network economy, emergency
payment industry marches into the field of personal payment industry by Internet
payment, Mobile payment and Digital TV payment. This way of payment makes a big
stream to conventional bankcard industries and takes a direct strike on payment ideas.
As well,from the point of financial openness, domestic bankcard settlement market
openness has been brought into time-table, and the internationalization of bankcard
industry has become an inevitable trend. The health of bankcard industry development
needs a healthy ecological environment as well as a network core enterprise ——survival
and development needs of Unionpay. Therefore, we need to determine Unionpay's
development strategy, establish a reasonable development model, promoting business
innovation and the healthy development of bankcard industry, conform to the interests
of bank card industry parties and the needs of national financial strategies.
Business ecosystem theory is very good interpretation of the core network of
enterprise development strategies in new economy era thinking. This article research of
direction, is from business ecosystem theory departure, station in national industry
policy, bankcard association and company of operating, multiple perspective exam
bankcard industry of development mode, research China UnionPay's development
strategy based on business ecosystem; from the industrial characteristics of commercial
ecology, we want to analyze the industry parties roles and status ,especially the core
enterprise's development strategy on the influence of the industry development as well
as its development trend and motivation; from some basic theories such as the enterprise
Strategy Management Theory analysis, PEST analysis, Blue Sea strategy and others, we
go to combine with the present situation of domestic bankcard industry development
with internationals; in many fields such as the industrial development, cultural
communication, innovation,around the ecological health of industry development,we
want to explore a way to maintain the high-efficiency effect that the ecological mode of
bankcard industry ecosystem has on improving the productivity and the health of
bankcard industry ecosystem and to study strategic prospect of the industrial policy. The
aims of all of the above are to form a healthy and harmonious ecological industrial
chain, through which we can develop with innovation, establishing a unified open
market with orderly competition and control the industry venture. By those, we can
provide an excellent bankcard industry environment to cardholders who are able to pay
in much wider range, much richer fields and much more channels,and for Chinese
economic development service.
Key words: Business Ecosystem Theory, Bankcard industry, UnionPay,
==>>