This document analyzes Alipay, a third-party mobile payment platform in China. It discusses Alipay's branding and marketing strategies, including its slogan of "Alipay, we understand your consignments" and focus on positioning the user as the central focus of its advertising. The document also examines Alipay's technological features like its easy setup process and use of unique symbols. Finally, it explores Alipay's user experience, such as potential loopholes in its real-name authentication system.

1. The Analysis
of Alipay
Student ID: 27688011
XIE YI (Abby)

2. Branding and Marketing
The first media technology which is using the third-party payment model
https://www.youtube.com/watch?v=ocLjjZkr32E
(Please watch this video 0:01~0:30)

3. Branding and Marketing
(The workflow of online third-party payment platform)

4. Branding and Marketing
Slogan: Alipay, we understand your consignments

5. Branding and Marketing
Advertising:
You are the centre

6. Technological Affordances
Easy to setup; Detailed instruction; Unique symbol

7. 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)

8. User Experience
The loophole of real-name authentication system

9. Reference
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