EP577【總編會客室】不跟巨頭硬碰硬！全盈支付如何尋找利基市場、在紅海中突圍？專訪全盈支付總經理劉美玲

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本集節目由《經理人》總編輯齊立文，邀請全盈支付金融科技總經理劉美玲，分享他們如何在支付紅海市場中突圍。現在的你，還會拿出錢包結帳嗎？截至2025年9月底，使用電子支付工具的人數約3445萬，超過台灣人口數，說明電子支付市場競爭者眾多，消費者平均擁有一個以上的電支工具。市場競爭激烈，電支業者補貼戰打了多年，2022年開業的全盈支付，做為市場後進者，還能怎麼做出差異？ 1.後悔跳出舒適圈？劉美玲原本是玉山銀行信用卡暨支付金融事業處副總經理，為了挑戰自我，她自願接下領導全盈支付的責任，從零開始打造一個公司。雖然難度更高，但她認為既然做了這個決定，就要愛己所選。 2.不打補貼戰，如何提高使用誘因？市場百家爭鳴，全盈支付不走規模化，而是把支付嵌進場景裡。例如與社區繳管理費的平台合作，成為內建的付款方式，成為住戶首選。他們並切進綠色消費、移工的利基市場，避免陷入補貼戰。 3.讓減碳可視化、可累積，激勵消費者從事綠色行為全盈支付2024年推出「減碳贏家」服務，將消費者的永續行為「可視化」。像是買麥香紅茶，就會被計入減碳紀錄。他們認為，如同玩遊戲打怪能累績經驗值，當消費者看到減碳數字持續積累，也能產生激勵效果，繼續從事綠色行為。 Powered by Firstory Hosting

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EP577【總編會客室】不跟巨頭硬碰硬！全盈支付如何尋找利基市場、在紅海中突圍？專訪全盈支付總經理劉美玲

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