我国银行卡产业价格形成机制和定价策略探析

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1、AbstractDifferentfromthegeneralcommodityindustries，thecardpaymentcouldonlybeusedwheninteractionoccurredbetweencardissuingmarketandpaymentcollectingmarket．Thekeyfeaturesofthepaymentcardindustryarenetworkexternalitiesandtwo-sidedness．Thusitsoperatingmec

2、hanismandpricestructurearespecialandcomplex．Incontrasttotheinternationaladvancedcardindustryandnetworkscale，Chinesebankcardindustryisstillattheinitialstageandfacedwithhugecompetitivepressuregivenbyinternationalcardorganizationsandbanks．Therefore，findi

3、ngoutthekeyproblems，designingrationalpricingmechanismandstrategythroughanalyzingindustrialoperationcharacteristicsandpricestructureareofgreatimportancetoresolvethebottleneckofnetworkscaleanddealwiththeinternationalchallenges．ThearticleusedRochet&Tirol

4、emulti-·stagemodeltodiscusspaymentcardpricingfactors，andfindoutthattheexchangefees，astheindustrykeypriceexertgreatinfluencetothescaleofthemarket．Manyfactorssuchasissuercharges，marketcompetition，merchantheterogeneity，consumerinformationandconsumptionha

5、bitsallcanaffecttheindustrialtransactionpriceformationandthemarketscale．Sothereasonablelevelofexchangefeesandotherpricesarethepremiseofthecardmarketdevelopment．Comparingwiththeintenatinoalmarket，thearticlealsofindedtheproblemsofChinesecardindustryandt

6、hedefectsofpricingmechanism，thusfingeredoutthatthesmallscaleisthegreatestbottleneckofmarketdevelopmentinpresent；thecurrentcardtransactionpricingmechanismcouldnolongeradapttotheindustrialdevelopmentandhavemanyflaws，whichbecomesthebasicfactorhinderingfr

7、omthemarketfurtherdevelopment．Finally,combiningmodelanalysistheconclusion，thearticlediscussedthepricingimprovementstrategyofourcountry’Scardindustrywithpertinencetoaboveproblems，particularlyputforwardthereformproposals，whichthinkchangingtheexistingexc

8、hangefeessimplepricingpattemandadoptingmarginpricingstrategyisthebestpracticetoimproveChinesepaymentcardstructure．Keywords：paymentcard；pricingmechanism；pricingimprovementstrategyIN我国银行卡产业价格形成机制与定价策略探析插图索引图2．1双边市场简化示意图⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．⋯12图2．2银行卡均衡定