现代社会由于网络技术的迅猛发展，支付宝、微信等非现金支付的广泛运用，电子支 付、移动支付凭借其快速、便捷、相对安全的支付体验，正在为人们所接受，现金交易越 来越多地被取代。传统印钞公司的单一化业务受到极大冲击，印钞生产量逐年下降。为更 好地转型，开拓新业务新产品，印钞公司在不断探索新的发展方向。 DY印钞公司作为中国人民银行中国印钞造币总公司全资子公司，围绕总公司的发展战 略，制定了“主业为基、多元发展”的经营策略，除完成指令性生产任务之外，越来越多 地以市场经济主体的身份全面介入人民币流通、清分、存储等环节，开展人民币全生命周 期金融服务，依据主业核心竞争力，运作一系列货币文化、高端防伪等多元化市场业务。 DY印钞公司以“主业为基、多元发展”的相关多元化经营策略和经营方式逐步推进，走上 了转型发展的必由之路。 本文以DY印钞公司为研究对象，选取了2016年、2017年、2018年三个时间点的企 业经营绩效相关数据，介绍了DY印钞公司多元化市场业务板块经营情况，分析了公司多 元化业务拓展的环境、现状和问题，提出了多元化业务拓展的策略。首先对DY印钞公司 行业环境与发展现状进行分析，运用“PEST”模型、“五力”模型、“SWOT”分析矩阵分析 了宏观环境、行业环境和公司现状；采用比较研究法、文献研究法、案例研究法介绍了多 元化业务拓展的业务板块运营现状，对比分析了DY印钞公司经营绩效。其次对DY印钞公 司多元化业务市场板块的运行情况、存在的问题与原因逐一展开分析。最后提出DY印钞 公司多元化业务拓展策略，一是建立市场体制，完善市场运行机制。二是加快技术研究， 拓展国际市场。三是提升品牌形象，拓展货币文化及工业旅游项目。四是实施产品与技术 创新，拓展高端防仿印制业务。五是建立产业平台，拓展现金综合服务。六是利用网络技 术，拓展金融服务及数字货币研究。本文对多元化业务拓展策略的研究，是对印钞行业转 型发展的有益探索，对行业内其他企业开拓市场业务也有一定的参考价值。 关键词：印钞造币；电子支付；多元化业务 II Abstract Due to the rapid development of network technology and the extensive use of non-cash payment such as Alipay and WeChat Pay, electronic payment and mobile payment are being accepted by people for their fast, convenient and relatively safe payment experience in the modern society. Cash transactions are increasingly being replaced. The single business of traditional money printing companies has been greatly impacted and the production of money printing has declined year by year. In order to better transform and develop new business and new products, the money printing company is constantly exploring its new development direction. As a wholly owned subsidiary of the people's Bank of China, DY banknote printing company has formulated the business strategy of "main business as the basis and diversified development" around the development strategy of the head company. In addition to completing the mandatory production tasks, DY banknote printing company is more and more involved in the circulation, clearing, storage and other aspects of RMB production, carry out the whole life cycle RMB financial services and operates a series of diversified market businesses such as currency culture, high-end anti-counterfeiting according to the core competitiveness of the main business. DY banknote printing company has gradually promoted its diversified business strategy and business mode based on "main business, diversified development", and embarked on the way of its transformation and development. This paper takes DY banknote printing and Minting company as the research object, selects the relevant data of business performance in 2016, 2017 and 2018, introduces the operation of diversified market business segment of DY money printing company, analyzes the environment, current situation and problems of diversified business development of the company, and puts forward the strategy of diversified business development. First of all, the paper analyzes the industry environment and development status of DY banknote printing and Minting company, analyzes the macro environment, industry environment and company status with PEST model, Five Forces model and SWOT analysis matrix, introduces the operation status of diversified business expansion business sectors with comparative research, literature research and case study, and comparatively III analyzes the business performance of DY banknote printing and Minting company. Secondly, the paper analyzes the operation situation, existing problems, and the relative reasons of DY printing company's diversified business market. Finally, the paper puts forward diversified business development strategies DY banknote printing and Minting company. First, establish market system and improve market operation mechanism. Second, speed up technological research and expand the international market. Third, enhance the brand image and expand the monetary culture and industrial tourism projects. Fourth, implement product and technology innovation, and expand high-end anti-imitation printing business. Fifth, establish an industrial platform and expand comprehensive cash services. Sixthly, utilize network technology to expand the research on financial services and digital currency. The research on the strategy of diversified business development in this paper is a beneficial exploration for the transformation and development of the banknote printing industry, and also has a certain reference value for other enterprises in the industry to develop market business. Keywords:Banknote Printing and Minting; electronic payment; related diversi fication IV 目 录 摘要 ................................................................... I ABSTRACT ............................................................... II 一、绪论 ................................................................ 1 （一）研究背景及意义 .................................................. 1 1.研究背景 .......................................................... 1 2.研究意义 .......................................................... 1 （二）国内外研究综述 .................................................. 3 1.国外研究综述 ...................................................... 3 2.国内研究综述 ...................................................... 3 3.研究述评 .......................................................... 4 （三）研究内容及方法 .................................................. 4 1.研究内容 .......................................................... 4 2.研究方法 .......................................................... 5 3.研究思路图 ........................................................ 5 二、相关概念及理论基础 .................................................. 7 （一）相关概念 ........................................................ 7 1.专业化 ............................................................ 7 2.多元化业务 ........................................................ 7 3.市场营销 .......................................................... 7 （二）相关理论 ........................................................ 8 1.4Ps营销理论 ...................................................... 8 2.4Cs营销理论 ...................................................... 8 3.STP营销理论 ...................................................... 9 三、DY印钞公司多元化业务拓展的环境及现状分析 .......................... 10 （一）多元化业务的宏观环境分析 ....................................... 10 1.政治环境分析 ..................................................... 10 2.经济环境分析 ..................................................... 10 3.社会环境分析 ..................................................... 11 4.技术环境分析 ..................................................... 11 （二）多元化业务的行业环境分析 ....................................... 12 1.行业环境分析—波特五力分析 ....................................... 12 V 2.发展路径 ......................................................... 18 （三）DY印钞公司多元化业务拓展的现状分析 ............................ 19 1.多元化业务开拓的由来及内容 ....................................... 19 2.DY印钞公司SWOT分析 ............................................. 21 3.DY印钞公司经营绩效分析 .......................................... 22 四、DY印钞公司多元化业务拓展存在的问题及原因分析