摘要 

第三方支付是通过网联对接促成的交易方式，支付宝在其中所占的市场份额最高。作为第三方支付的先驱者和领导者，支付宝近几年仍占有最高的市场份额，但所占的份额却呈小幅下降的趋势。本文主要探讨支付宝的竞争战略，以波特竞争理论为基础，主要用五力模型分析支付宝在第三方支付领域所面临的内部竞争和外部竞争。面对这样的竞争环境，在成本领先方面，支付宝采取了成本较低的营销推广方式；在差异性方面，支付宝的功能更加全面，更具有专业性；在聚焦战略方面，支付宝的主要目标客户是小微企业和个人。支付宝对三大一般性战略的应用，使得支付宝在发展的过程中占得先机并且站稳脚跟。但支付宝仍存在一定的不足，随着越来越多的第三方支付平台出现，尤其是微信，支付宝的发展仍旧受到威胁。根据这些问题，本文结合三大战略提出了两大混合型的战略。支付宝可以依靠现有优势和先进的技术水平，提高自己的服务水平。同时针对中小型企业和个人消费者提供更多的服务。

关键词：支付宝 三大竞争战略 五力模型 

Contents

1 Introduction 1

2 Porter's Competitive Strategy 2

2.1 Five Forces Model 3

2.1.1 External Competition 3

2.1.2 Internal Competition 4

2.2 Three Competitive Strategies 5

2.2.1 Overall Cost Leadership Strategy 5

2.2.2 Differentiation Strategy 5

2.2.3 Focus Strategy 6

3 A study on Alipay with Porter's Competitive Strategy 7

3.1 Analyzing Alipay with Five Forces Model 7

3.1.1 External Competition to Alipay 7

3.1.2 Internal Competition to Alipay 8

3.2 Analyzing Alipay with Three Competitive Strategies 9

3.2.1 Overall Cost Leadership Strategy on Alipay 9

3.2.2 Differentiation Strategy on Alipay 10

3.2.3 Focus Strategy on Alipay 11

3.3 Deficiencies of Alipay 12

3.4 Improvement strategies of Alipay 13

3.4. 1 To Combine Overall Cost Leadership with Differentiation Strategy 13

3.4.2 To Combine Focus with Differentiation Strategy 14

4 Conclusion 15

Works Cited 16

Acknowledgements