国有线下电子支付企业的轻资产战略研究——以pe线下电子支付公司为例

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1、(2)对llResearchonthestate-ownedofflineE·paymentfirm’SAsset--lightStrategy——CaseofPE0ffiineE．paymentcompanyi一Major：MasterofBusinessAdministrationName：YanjunLiuSupervisor：AssociateProfessorQianWangABSTRACTAsthepopularstrategyinmanufacturingindustry,theAsset—lightStrategy(ALS)

2、hasbeenpraisedhighlybymanyfirms．TheadoptionofALSimprovestheSUCCESSofmanyfirms，suchasNikeandMetersbonwe，however,themilksourcecrisisofGuangmingand．thefailureofPPGinfmancialstorm．Asastate-ownedofflineE-payment伍毗facingthedoublepressureofmorefierceexternalcompetitionandtheshort

3、ageofinternallackoffunds，PEchoosestheALSinordertoacquiregooddevelopmentandfinallyPEhasreceivedstaggeredSuccess．Fromtheresource—basedView,BasedontheanalysisontheexternalenvironmentandinternalresourceofPE，thepapermakesinvestigationontheALSanditseffect．Thecriticalfactorshaveb

4、eenrecognizedbytheauthor：(1)Owntheknowledgeassetsleverageleadingtohighcorecompetencywhichincludesstrongbrand，effectiveoperationsystem,strongITplatformandexcellentR&Dcapability；(2)TocarryoutvirtualoperationwiththeALSbysubcontractingtheexpensivesaleterminalstothejoiningmerch

5、ants，andthusfocusonbrandmanagement，productR&Dandtherunn崦oftheplatform；(3)ToensurethepromisedqualitystandardsoftheserviceandproductwhichisprovidedbythevirtualoperationnetworkbyapplyingthegoodITsystemwiththemerchantsandthusenhancingthecontrollingcapabilityontheindustryvaluec

6、hain．However,thepracticeofALSinPEhasjuststarted，andthepaperproposesthefollowingsuggestions：SincetheoutsourcingofthesalesterminalswillleadtothepoorrelationshipIIIbetweenthePEanditscustomers，PEmustenhancethemarketingcapabilityonitsbrandandthedifferentiationdegreeofitsproduct

7、s，andthusmaintainandimprovethecommitmentofitscustomers．SincetheheavyprofitsharingwillleadtothedecreaseofthegrossprofitmargiII，PEmustimprovethetransactionamountthroughmarketingplatformanddecreasetheoperationcostsbyoptimizingtheprocesses，andfinallyassuretheprofitlevelthatthe

8、shareholderscansatisfy．CreatedifferentiatedcompetitiveadvantagetocompetewithlakalaandAivC