글로벌 페이 경쟁력 분석 연구 : BMC-PEST 모형에 의한 통합접근 = A Study of Global Pay Competitiveness Analysis : Integrated Approach by BMC-PEST Model

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the competitive structure of the global simplepayment platform through a framework that integrates business model canvas (BMC) andPEST analysis. Major global Pay services such as Apple Pay, Google Pay, and Ali Pay arerapidly expanding into a digital financial ecosystem that combines technology, data, security,and platforms, but existing studies have limited comprehensively explainingstrategy-environmental suitability by focusing on individual technology and user behavior.
Therefore, this study first derives internal strategic elements such as value proposal, coreresource, partnership, and profit structure by comparing the BMC structure of each platform.
Second, through PEST analysis, the impact of each country's regulations, economic structure,social digital acceptance, and technology environment on platform operation was examined.
Third, by integrating the two analysis frames, the interaction method between internal BMand external environmental factors was investigated. As a result of the analysis, Apple Paywas a security-oriented strategy, Google Pay was an open API-based scalability, and Ali Paywas forming a differential competitive advantage through an integrated financial and lifesuper app structure.
These results also provide important implications for the strategy establishment of theKorean simple payment service. BM restructuring is necessary, such as strengthening securityand trust-based services, expanding the API open ecosystem, a payment-distributioncombination strategy, and converting a living finance platform, and it was confirmed that thesuitability of internal strategic elements and external regulatory and technologicalenvironments is the key to platform competition.