158 Study on the Value Chain and Revenue Strategy for Online Third-Party Payment in China

Among online businesses in China, the third-party payment has its unique characteristics, but it is difficult for the companies to make their advantages in competition with other parts of value chain. Based on game theory, it was analyzed that the price competition among third party payment companies in China is inevitable. This paper suggests that the online payment platforms should improve their construction according to three different value chain layers. Furthermore, this paper presents some revenue strategies that can help online payment companies to improve advantages in competition and avoid the negative effects that the price competition brings.