随着信息技术的不断发展和持续创新，银行卡支付手段和支付工具也不断丰 富，在原有的银行卡 POS 机刷卡支付、网上支付的基础上，基于移动互联网的银 行卡支付系统 MPOS 近年来逐渐兴起。MPOS 是以智能手机 APP 为载体、O2O 线上线 下融合的新型银行卡支付工具，以其独特的优势受到业界的青睐。基于移动互联 网的银行卡支付的 MPOS 系统，适应目前线上线下相融合(O2O)的电子商务模式逐 渐成为一种趋势，以移动互联网作为技术基础，传统刷卡交易为手段，手机 APP 与硬件设备相结合，实现传统银行卡交易受理机具的智能化，同时又打通了互联 网与实体 POS 的联系。 本文探讨了易通公司在现有传统银行卡 POS 机收单、网上支付的业务基础上， 利用现有技术、系统、业务优势，发展 MPOS 项目的可行性。利用 MPOS 低成本、 高效率的优势，增强易通公司在银行卡收单领域的竞争优势，进一步拓宽易通公 司收单业务市场领域，完善公共服务、便民市场、小微商户银行卡受理环境。论 文在明确 MPOS 兴起的背景及研究意义的基础上，梳理国内外研究文献，提出易通 公司实施 MPOS 项目这一问题；之后分析 MPOS 项目的竞争战略、经营策略及效益； 其次设计了易通公司 MPOS 项目的方案，提出了商户风险管理的措施；最后，在总 结全文的基础上指出易通公司的 MPOS 项目是一个可行性强、投资回报率高、市场 前景广阔的项目。 关键词，易通公司； MPOS； 商业计划书 MBA 报告II Abstract With the development and innovation of information technology, the payment methods and instruments are being more abundant. On the basis of the intrinsic POS card payment and online payment, the Mobile Point of Sale (MPOS) that depends on the mobile internet is rising gradually in recent years. MPOS is a new card payment instrument which uses the application program (APP) in smart phones and blends 020 online/offline programs. It is being more and more popular in the payment industry because of its unique advantages. With the Adaptation of the electronic commerce pattern that blends 020 online/offline programs, the MPOS system is Gradually being a trend. With the mobile internet as the technological basis, the traditional payment by bank cards as the method, and the combination of APP and hardware equipment, the MPOS realizes the intelligentization of the traditional bank card trade and connects the internet to the hypostatic POS. This article focuses on the feasibility of EZ-Link Pte Ltd.’s MPOS project which, Based on the existing traditional POS card and online payment, enjoys the existing advantages of techniques, systems and business. The MPOS, with its advantages of the low cost and high efficiency, will strengthen the competitive force of EZ-Link Pte Ltd in the bank card payment domain, broaden the business market field and perfect the acceptance environment in public service industry, convenient markets and tiny commercial tenants. The thesis has raised, on the basis of clearly knowing the background and research significance of rising MPOS and combing the domestic and foreign research literature, the implement of the MPOS project in EZ-Link Pte Ltd .After that it analyses competitive strategy, business strategy and benefit of the MPOS project.Secondly, it designs the implementation of the MPOS project carried by EZ-Link Pte L;business risk management measures are put forward.Finally, on the basis of previous analysis, it points out that the EZ-Link Pte Ltd's MPOS project is a project with strong feasibility, high return on investment and wide market prospect. Key Words: EZ-Link Pte Ltd; MPOS; Business Plan MBA 报告III 目 录 摘要.......................................................................................................................................I Abstract.................................................................................................................................II 名称注释 ...............................................................................................................................V 第 1 章 绪 论........................................................................................................................1 1.1 研究背景..................................................................................................................1 1.2 研究意义..................................................................................................................2 1.3 国内外研究现状 .....................................................................................................3 1.3.1 国外研究综述 ................................................................................................3 1.3.2 国内研究综述 ................................................................................................4 1.4 报告研究拟解决的关键性问题 ............................................................................5 1.5 拟采取的研究方法、技术路线 ............................................................................5 1.5.1 研究方法 ........................................................................................................5 1.5.2 报告研究的技术路线...................................................................................7 第 2 章 易通公司 MPOS 项目竞争战略...........................................................................8 2.1 易通公司 MPOS 项目背景....................................................................................8 2.1.1 易通公司简介 ...............................................................................................8 2.1.2 易通公司 MPOS 的项目介绍 .....................................................................9 2.2 宏观环境分析........................................................................................................10 2.2.1 政策环境分析 .............................................................................................10 2.2.2 经济环境分析 .............................................................................................11 2.2.3 行业竞争环境分析.....................................................................................11 2.2.4 技术环境分析 .............................................................................................13 2.3 行业环境分析........................................................................................................14 2.3.1 潜在进入者的威胁.....................................................................................14 2.3.2 替代品的威胁 .............................................................................................15 2.3.3 供应商的议价能力.....................................................................................15 2.3.4 客户的议价能力.........................................................................................15 2.3.5 现有竞争者的威胁.....................................................................................15 2.4 易通公司 MPOS 项目竞争战略分析 .................................................................16 2.4.1 项目的 SWTO 分析 ....................................................................................16 2.4.2 易通公司 MPOS 的 SWTO 战略选择 ......................................................17 第 3 章 易通公司 MPOS 经营策略及效益.....................................................................18 3.1 易通 MPOS 市场定位 ..........................................................................................18 3.1.1 市场细分 ......................................................................................................18 3.1.2 目标市场选择 ..............................................................................................19 3.2 目标市场开发及营销策略...................................................................................20 3.2.1 易通公司资源 .............................................................................................20 3.2.2 目标市场空间 .............................................................................................21 3.2.3 易通公司 MPOS 定位................................................................................21 MBA 报告IV 3.2.4 易通公司 MPOS 定价策略 ........................................................................21 3.3