The Analysis of Alipay

Student ID: 27688011XIE YI (Abby)

Branding and Marketing

Alipay is the first media technology which is using the

third-party payment model.This formation has becoming

one of the most significant symbol of Alipay’s brand

'The third-party payment is like a

plug-in technology which is an online

platform supported by the independent

third-part organizations which have

high credit and good relationship with

major banks'. (Li, 2008)

Figure 1: A Screenshoot

Branding and Marketing

Slogan: Alipay, we

understand your

consignments.

As a commitment to users:

high credit product,

trustworthy service.

brand concept : 'trust’and 'guarantee’

Figure 2

Alipay, we understand your consignments

Branding and Marketing

Advertising:

You are the centre You are the centre

Figure 3

Figure 4

use an exaggerate way

to attract audiences’ attention

Figure 5:The workflow of online third-party

payment platform.

https://www.youtube.com/watch?v=ocLjjZkr32E

(Please watch this video 0:01~0:30)

How Alipay work?

Technological Affordances

Technological AffordancesEasy to setup; Detailed instruction; Unique symbol

Figure 6: A Screenshoot Figure 7: A Screenshoot

Technological Affordances

it is important to see that

affordances are not just

functional but also relational

aspects of an object’s

material presence in the

world (Hutchby, 2001)Users always have their own preference, this can be differ from person to person. The same affordance can be used in multiple ways. Figure 8: A Screenshoot

User ExperienceThe loophole of real-name authentication system

The real-name authenication system

5 unknown Alipay account

You have 6 Alipay account under your real-name verificaiton

Figure 9

User ExperienceThe loophole of real-name authentication system

Reason: user only need the number of identity card and the name

to perform the identification.

Consequence:the Alipay account which take other people’s

information to conduct the real-name

verification can get a loan from a bank, but the

people who have been stolen the personal

information is the one should take responsibility

of the loan.

ReferenceHutchby, I. (2001). Technologies, texts and affordances. Sociology. 35 (2). p.441-546.

Li, Yq. (2008) The strategies of online third-party payment based on market competition IN:. Service Operations and Logistics, and Informatics. Beijing. 12-15 Oct. 2008. IEEE. p. 2820-2825

Lipiäinen, H. S. M., & Karjaluoto, H.(2015) Industrial branding in the digital age. Journal of Business & Industrial Marketing. 30(6). p. 733-741

Tsiakis, T., & Sthephanides, G. (2005). The concept of security and trust inelectronic payments. Computers & Security. 24(1). p. 10-15

Zhang, H., & Li, Hz (2005). Factors affecting payment choices in online auctions: A study of eBay traders. Science Direct. [Online] 42(2). p. 1076-1088. Available from: http://www.sciencedirect.com/science/article/pii/S0167923605001363. [Accessed: 07 January 2016]

Reference of FiguresFigure 2: https://www.alipay.com/

Figure 3: https://www.alipay.com/

Figure 4: http://global.alipay.com/ospay/home.htm

Figure 5: Li, Yq. (2008) The strategies of online third-party payment based on market competition IN:. Service Operations and Logistics, and Informatics. Beijing. 12-15 Oct. 2008. IEEE. p. 2820-2825

Figure 9: http://www.weibo.com/p/1001603896369076119257