II
3.2.1 潜在参加竞争者的威胁26
3.2.2 现有竞争对手 .... 27
3.2.3 供应方议价能力29
3.2.4 需求方议价能力29
3.2.5 替代品生产者的威胁 .... 29
3.3 小结 ...... 31
4. J公司内部条件分析 .. 33
4.1 J公司相关情况介绍 ..... 33
4.1.1 公司介绍33
4.1.2 公司组织架构 .... 33
4.1.3 公司产品介绍 .... 34
4.1.4 公司业务经营分析 ........ 35
4.2 J公司优势分析 . 37
4.2.1 政企关系良好 .... 37
4.2.2 区域内支付平台研发实力较强37
4.2.3 财务管理与风险防范水平较高37
4.2.4 区域品牌影响力较高 .... 37
4.3 J公司劣势分析 . 38
4.3.1 公司高层次专业人才不足 ........ 38
4.3.2 经营管理水平不高 ........ 39
4.3.3 业务发展模式较为单一39
4.4 小结 ...... 39
5. J公司SWOT综合战略分析41
5.1 SO战略 . 41
5.2 ST战略 . 42
5.3 WO战略42
5.4 WT战略42
5.5 小结 ...... 43
6. J公司总体发展战略构想及实施 ...... 44
6.1 J公司发展战略目标规划 ......... 44
6.1.1 收入与净利润目标规划44
6.1.2 用户发展目标规划 ........ 44
6.1.3 人才发展目标规划 ........ 44
6.1.4 战略融资目标 .... 45
III
6.2 J公司发展战略方案 ..... 45
6.2.1 引入战略投资 .... 46
6.2.2 重点发展小额便民市场46
6.2.3 着力拓展商户平台市场46
6.3 J公司发展战略实施保障措施 . 46
6.3.1 加强企业文化建设 ........ 46
6.3.2 加强人才队伍建设 ........ 48
6.3.3 加强信息系统建设 ........ 49
7. 结论 ... 50
主要参考文献 .... 51
致谢 .... 53摘要
进入21世纪以来，随着我国人民生活消费水平的持续提高，礼品消费市场呈
现出较大潜力，进而推动了第三方支付预付卡行业的发展。第三方支付预付卡产
品因其具有用途广泛、消费便利等特点，而深受购卡用户喜爱。虽其作为当前社
会较为主流的支付产品，但由于市场政策不明确及监管制度不健全等因素，致使
市场发展初期较为混乱，行业监管迫在眉睫。我国政府于2010年6月出台了《非
金融机构支付服务管理办法》，在办法中明确了行业监管机构与职责，行业发展步
入了监管时代，市场规范性得到了加强，进一步确保行业朝着健康有序的方向发
展。另一方面，随着监管法规的逐步完善执法力度的持续加大，部分第三方支付
预付卡企业超业务范围经营与挪用用户备付金等不法行为相继被查处，加之政府
《八项规定》工作的持续推进，单位礼品福利需求大幅萎缩，第三方支付预付卡
市场开始进入调整稳定期。市场增长开始放缓，导致部分中小型区域性第三方支
付预付卡企业收入随之下降，企业经营陷入困境。因此，如何使企业摆脱经营困
境，求得发展成为企业决策者目前急需解决的问题
本文首先就预付卡行业及产品的有关概念进行了详细介绍，并就企业战略管
理的相关理论知识及主要运用的分析方法进行了必要的阐述。随后，再以J公司
作为研究对象，从外部宏观环境和行业环境两个方面来探讨公司目前面临的外部
机会与威胁。接着，介绍了该公司目前的经营现状，对其内部条件进行了较为全
面客观的分析。最后，在基于上述分析总结的基础上，运用SWOT综合分析法对其
今后的总体发展战略做出规划，明确了J公司今后的战略发展目标和方案。建议
该公司通过新三板融资平台引入战略投资，快速增强企业资本实力，同时把发展
重点转向小额便民市场及商户管理平台市场，实现收入和利润双增长的目标，并
确定战略目标实施的保障措施
希望本文的研究能为J公司的发展提供帮助或指导，并为类似于J公司的企
业起到一定的借鉴作用
关键词：第三方支付；预付卡；企业战略Abstract
Since the entrance of the 21st century, with the continuous improvement of
people's living and consumption level in our country, the gift consumption market has
shown great potential, which has further promoted the development of the third-party
payment prepaid card industry. Due to its wide use and convenient consumption, the
third-party payment prepaid card is very popular with its users. As a mainstream
payment product in the current society, due to the unclear market policy and imperfect
supervision system, the initial stage of market development is relatively chaotic. With
the continuous growth of market scale, the necessity and importance of industry
supervision are imminent.In June 2010, the Chinese government promulgated the
Measures for the Administration of Non-financial Institutions' Payment Services to
clarify the responsibilities and powers of the industry supervision. The development of
the industry has entered the era of supervision and the market standardization has been
strengthened to further ensure the healthy and orderly development of the industry.
However, on the other hand, with the gradual improvement of regulatory regulations
and the continuous strengthening of efforts to investigate and deal with irregularities,
some third-party prepaid card companies have also been investigated and dealt with for
illegal activities such as operating beyond their business scope and misappropriating
users’ provisions. In addition to the continuous progress of the government'sEight
Regulations, the demand for unit gifts and benefits has shrunk dramatically, the
market for third-party prepaid cards has begun to enter a period of adjustment and
stabilization, the market growth has begun to slow down. The profitability of some
small and medium-sized regional third-party prepaid card companies has also declined
and their operations are in trouble. Therefore, how to extricate enterprises from
difficulties and maintain their healthy development for a long time has become an
urgent problem for decision makers of such enterprises.
This paper first introduces the related concepts of the industry and prepaid card
products in detail and expounds the related theoretical knowledge of enterprise
strategic management and the analysis methods mainly used.Then, J company is
taken as the research object to discuss the opportunities and threats the company is
facing from the external macro environment and industry environment.Afterwards,
it introduces the company's current management and development status, and makes a
more comprehensive and objective analysis of its internal conditions such as。