Маркетингові аспекти електронних платіжних послуг

Abstract

Стаття присвячена аналізу сучасного стану ринку електронних платіжних послуг у світі та з’ясуванню трендів, які відслідковуються протягом двох останніх років в мережі Інтернет. Доведено важливість дослідження світових трендів розвитку ринку електронних платіжних послуг, що має стати основою для розробки ефективної стратегії створення та просування українських розробок. Проаналізовано ситуацію, яка протягом досліджуваного періоду склалася в українській сфері електронних платіжних послуг. Запропоновано математичну модель визначення ефективності продажу платіжних послуг з урахуванням кількох факторів впливу.

The purpose of the article is to analyze the current state of the market of electronic payment services in the world, to establish trends that have been monitored over the last two years on the Internet and to build a math model of selling electronic payment services efficiency. The importance of researching global trends in the development of the electronic payment services market has been proven, which should become the basis for developing an effective strategy for the creation and promotion of Ukrainian applications. The situation that developed in the Ukrainian field of electronic payment services during the period under study was analyzed. It has been proven that the main positive factors in favor of the wide use of electronic payment services are the level of trust in the service, high convenience and ease of use, the possibility of personalization, a pleasant interface, which is important for young people, the level of user satisfaction, the distribution by geographical location and age, the degree of dependence on Internet network. A mathematical model for determining the effectiveness with several influencing factors of payment services sale was proposed. This study considers a typical option for service provision, when the fixed costs of creating and maintaining an electronic payment services do not depend on the number of involved users, specific options are the basis for further studies. With an increase in managerial influence in the first step (that is, an increase in the budget for the promotion of services), the number of potential customers increases, and therefore the amount of deductions increases. The proposed model can be used to determine the effectiveness of electronic payment services promotion on the Internet and, in particular, in social networks, under the condition of setting costs and calculating marginal costs at a given profitability. Also, this model depends to a greater extent on the involved users, and we consider the electronic payment services product itself unchanged. At some stages of development and in some areas, it is better to introduce additional services for already existing customers or to improve the service and raise the fee for using the service.