基于行为特征分析的公交移动支付盈利方案探究

Research on Profitable Scheme of Public Transport Mobile Payment Based on Behavioral Characteristic Analysis

摘要: 本文研究了公交移动支付的方案。首先，借助MySQL对城市公交支付信息数据进行预处理，分析居民出行特征。接着，建立第三方支付平台的盈利模型：对在途资金应用定期存款，对吸存资金应用活期存款，考虑广告费、手续费、沉淀资金和服务费，对总收入进行定量分析；分别建立固定资产投入模型、人员及设备维护投入模型，分析平台总支出。进而，本文对全面推行公交移动支付进行分析，重新制定广告收益的非线性模型，并针对交易次数进行手续费和服务费的区间定价，探求第三方平台公交移动支付随着使用人数的增加而产生的变化，给出第三方平台公交移动支付的商业计划可行性报告，提出减免服务费以增加用户基数和用户粘滞性的思路，为第三方支付平台在公交移动支付中更好地盈利提供建议。

Abstract: This paper studies the profit scheme of public transportation mobile payment. First, we preprocess the urban public transport payment information data and analyze the residents’ travel characteristics with the help of MySQL. Then we establish a third-party payment platform profit model: conduct quantitative analysis of total revenue by applying time deposits to fund in load, applying current deposits to accepted funds, and considering advertising fees, handling fees, settling funds and service fees; and establish investment model for fixed assets and personnel and input model for personnel and equipment maintenance in order to analyze the total expenditure of the platform. Next, we analyze the situation after the full implementation of public mobile payment: rebuild the non-linear model of advertising revenue, and price the program fee and service fee according to the number of transactions to explore the changes caused by the increasing number of mobile payment users on the platform. At last, we put forward a business plan feasibility report of the third-party public transport mobile payment platform, propose the idea of reducing service fee to increase users’ base and stickiness, and provide suggestions for the platform on how to make better profits in the public transport mobile payment.