摘 要
第三方支付服务已经成为消费者不可或缺的交易手段,对于商业银行而言,发展
第三方支付服务进而参与网上支付的流程,一方面有助于增加原有的中间业务收入,
拓宽资金来源途径,另一方面可以作为收集客户信用信息以及提升银行品牌影响力的
重要手段,因此第三方支付服务的发展对提高商业银行的竞争力具有重要意义。

WK银行是最早提供第三方支付服务银行之一,及时抓住了第三方支付这一极具潜
力的市场机会并与第三方支付企业开展了联合营销等业务合作,从而在同欧亿·体育（中国）有限公司中占据
了领先地位。但是,随着第三方支付服务的深入发展,各大商业银行也陆续加大了与
第三方支付企业的合作力度,互相竞争以争夺市场份额,这就造成WK银行第三方支付
服务的业务市场占有率迅速缩水,品牌竞争力逐渐下降,从而降低了与第三方支付企
业的议价能力。所以在无明确监管政策的环境下,需要从双边市场层面来研究WK银行
第三方支付服务的发展策略,调整WK银行的现有服务政策,进而提出更加合理可行的
第三方服务机制以获取更多的竞争优势。

本文的章节结构安排如下:
第一章是本文的绪论,主要阐述了本文的选题背景、研究意义、国内外研究现状,
在此基础上指出本文的研宄重点以及研宄内容,最后说明论文所釆用的研究方法和技
术路线。

第二章本文的理论基础,引入第三方支付理论、双边市场理论以及博弈理论,为
第三方支付服务中银行与企业的竞争与合作分析奠定基础,同时为下文发展策略的提
出提供论据。

第三章通过对WK银行与第三方支付平台的合作现状进行分析,明确了 WK银行第
三方支付服务相对于其他银行所具有的竞争优势,同时也客观指出了目前WK银行第三
方支付服务存在的问题以及面临的挑战,从根本上对主要问题的成因进行了分析。

第四章基于双边市场结构,为提高WK银行第三方支付市场占有率,分别从市场定
位、支付策略、运营策略、合作与博弈策略以及风险防范策略五个方面对WK银行的第
三方支付服务策略进行了优化设计。

第五章是本文的结论部分,首先对本文的研究成果做出了总结,然后分析了本文
研宄的局限性以及未来的研究方向。

关键词:第三方支付服务双边市场博弈合作发展策略

ABSTRACT

The Third party payment service has become an indispensable means of transaction for

consumers, and for commercial banks, providing third-party payment services, and thus

participate in the online payment process can help to increase the original intermediate

business income, and it's also a way to broaden the sources of funding, besides it can be used

as an important means to collect customer credit information as well as enhance the brand

influence of banks, on the other hand, the development of third-party payment service is

important to improve the competitiveness of commercial banks.

The Bank of WK is one of the banks to first provide third-party payment service, and

promptly seized the huge potential market opportunities of third-party payment. However,

with the in-depth development of the third-party payment services, major commercial banks

started to increase cooperation efforts with third-party payment companies in order to

compete for market share, which resulted in the rapidly shrinking of third-party payment

service market share of Bank of WK, this also resulted in the decline of brand

competitiveness, thus reduced the bargaining power with third-party payment companies. So

we need to research on the third-party payment service strategy from the level of bilateral

market research for Bank of WK, then adjust the existing service policy for Bank of WK

according to the research result, then put forward a more reasonable and viable mechanism

on third-party service to get more competitive advantage.

The sections of this article are organized as follows:

The first chapter is the introduction of this paper, mainly on the background of the

topics, significance and research status, pointing out the basis of research priorities and

research contents of this paper, and finally proposed the research methods used in this paper.

The second chapter is the theoretical basis of this paper, including introduction of the

third-party payment theory, bilateral market theory and game theory, which lay the

foundation for analysis of competition and cooperation between banks and enterprises in the

third-party payment industry, as well as the proposed strategy arguments.

In the third chapter, through analysis of the third-party payment situation of Bank of

WK , not only find the competitive advantage compared with other banks , but also point out

issues and challenges of third-party payment services of WK Bank.

In the forth Chapter, in order to improve third-party payment market share for the WK

bank, this paper proposed development suggestions from market positioning, pay strategy,

third-party payment service strategy , game strategy and risk prevention strategies this five

areas.

The fifth chapter is the concluding part of this paper, first made a summary of the

research, and then analyzed the limitations and future research directions of this study.

Key words: Third-party payment services bilateral market game cooperation

development strategy