| Summary: | 碩士 === 國立政治大學 === 國際經營與貿易學系 === 106 === Recent years, many government authorities have proposed their vision to lead their countries become cashless societies, so the development of mobile payment is very important. However, the usage rate of mobile payment in Taiwan remains very low. Most of the analysis focus on successful mobile payment companies like Alipay and Paypal without considering the differences between Taiwan, China and America. Therefore, the study analyzes not only Alipay but also mobile payment in Singapore.
The study integrates theories of “4C strategic marketing” and “crossing the chasm” to analyze Alipay and discuss its feasibility in Taiwan. The study also uses those theories to analyze PayNow in Singapore and Line Pay and JKO Pay in Taiwan to discover Taiwan’s real problems and provide suggestions.
The study shows that Alipay successfully executed 4C and crossing-the-chasm theories. However, Taiwan cannot follow the same strategy as Alipay because of facing different circumstances. The analysis of PayNow suggests that with government’s effective help, companies can provide “whole product” and create “virtuous cycle within 4C ” easier. The study also reveals that Line pay and JKO Pay’s real problem is their mass marketing strategy. Although Line Pay and JKO Pay provide many different services and applications, few of the consumers consider their product as a “whole product.”
The study presents that Singapore’s successful strategy in PayNow can be a great paradigm to Taiwan. The study also suggests that Line Pay and JKO Pay redefine their target customer and provide “whole product” to cross the chasm.
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