城市一卡通顾客价值创新战略研究——基于双边市场视角

The Stategy of City Smart Card Customer Value Innovation on the Theory of Two-sides Markets

作为第三方支付的重要组成部分,城市一卡通具有典型的双边市场特性,其持卡人和接入企业的顾客价值是一卡通平台创新的动力和源泉。文章针对一卡通顾客价值创新战略涉及的几个关键问题,对城市一卡通顾客价值创新机制、影响因素进行分析,提出了基于双边顾客价值感知下的城市一卡通顾客价值创新能力培育规划的主要内容:顾客功能价值创新、顾客品牌价值创新、顾客关系价值创新以及顾客价值创新风险。最后针对我国城市一卡通现阶段发展状况和问题提出了一卡通顾客价值创新对策和政策支持建议,为我国各城市发展区域性城市一卡通支付工具提供参考。

As the important part of the third-party payment, the city cards have typical characteristics of two-sides market. The value of customers and service enterprises is the power and source of the city cards. This paper analysis the key questions , mechanism, affecting factors, filling of the two-sides customers. Put forward the strategy of city smart card customer value inno-vation： including customer function value innovation, customer brand value innovation, customer relationship value innovati-on and direction of customer value innovation. Finally, present the countermeasures of customer＇s value innovation of city cards. This may be providing the reference to building city cards.