动态竞争理论分析中国信用卡市场结构

发布时间：2018-01-08 06:08

本文关键词：动态竞争理论分析中国信用卡市场结构　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：信用卡是商业银行提供的特殊产品,能对个人提供小额现金管理融投资的服务和利用小额信贷消费的属性。中国的信用卡市场规模已经持续增长了多年,甚至在金融危机之中也保持了向上的趋势。特别是2007年到2012,年,从累积发卡量和市场战略数目上看,中国信用卡市场可谓发展势头迅猛。本论文旨在为商业银行寻找最有效的竞争战略,使之成功增加信用卡市场份额,同时对于市场领先者与落后者给出差异化的战略推荐方案。论文提出并且证明了多个有关战略行为对于市场份额波动影响的假设,尤其是验证了竞争双方不同的战略侧重点对于市场份额差异的影响规律。本文从竞争分析出发,详细整理归纳了多个流派的观点,包括市场结构学说,熊彼特创新理论和动态竞争理论。然后选择使用动态竞争理论来解释市场份额波动与战略行为强度,多样性和差异化之间的关系。先根据动态竞争的学说,将中国信用卡市场划分为国有四大银行和混合所有制商业银行,从年报中读取了相关银行各年份的发卡量统计数据作为因变量,利用搜索引擎,将所获得新闻整理成不同品类的战略行为,从数理上定义行为总量,反击速度,银行内行为多样性和银行间战略差异化。再构建2个独立和1个交叉回归模型,通过验证上述变量模型系数的显著性,来证明假设的同时,在处理因变量相关数据,发卡量的缺失值时引入了统计学的经典方法,线性差值法和可比估计法。从回归结果来看,国有银行的独立回归模型显示,与竞争者战略行为的差异化能够显著解释其市场份额；混合所有制商业银行的独立回归揭示了,战略行为的速度和多样性能够解释其份额的波动情况；交叉回归模型表明银行在信用卡市场的竞争,其战略行为的数目差值,速度差值和银行间差异性能拟合市场份额间的差距。该研究显示,行业发展并不只是相关银行或者企业战术的简单组合,而是一系列竞争行为和互动下战略的变革过程。同时,细分市场的结构,甚至整个市场,整个行业的未来都取决于大量高质量的竞争,有意义的多样性行为,特定的差异化和有效的战略执行能力。
[Abstract]:Credit card is a special product provided by commercial banks, which can provide small cash management and investment services to individuals and use the attributes of micro-credit consumption. The scale of credit card market in China has been growing for many years. Even in the midst of the financial crisis, the upward trend has been maintained, especially between 2007 and 2012, in terms of cumulative card issuance and the number of market strategies. The credit card market in China is developing rapidly. This paper aims to find the most effective competitive strategy for commercial banks to increase the market share of credit card successfully. At the same time for market leaders and laggards to give a differentiated strategy recommendations. This paper puts forward and proves a number of assumptions about the impact of strategic behavior on market share fluctuations. In particular, it verifies the influence of different strategic emphasis on the market share difference. This paper summarizes the views of many schools, including the theory of market structure, from the competition analysis. Schumpeter innovation theory and dynamic competition theory. Then choose to use dynamic competition theory to explain the relationship between market share fluctuation and strategic behavior intensity, diversity and differentiation. First, according to the theory of dynamic competition. The credit card market in China is divided into four state-owned banks and commercial banks under mixed ownership. The statistical data of card issuance of relevant banks in each year are read from the annual report as dependent variables and search engines are used. The obtained news is classified into strategic behaviors of different categories, and the total amount of behavior, the speed of counterattack, the diversity of behavior within banks and the strategic differentiation among banks are defined mathematically. Then, two independent and one cross-regression models are constructed. By verifying the significance of the coefficients of the above variable model, the hypothesis is proved, and the classical statistical method is introduced to deal with the missing value of the dependent variable data and the number of cards issued at the same time. From the regression results, the independent regression model of state-owned banks shows that the differentiation from competitors' strategic behavior can explain their market share significantly. The independent regression of mixed ownership commercial banks reveals that the speed and diversity of strategic behavior can explain the fluctuation of their shares. The cross-regression model shows that the competition of banks in the credit card market, the number of differences in their strategic behavior, the speed difference and the performance of the difference between banks to fit the market share gap. Industry development is not only a simple combination of relevant bank or enterprise tactics, but also a series of competitive behavior and interactive strategic transformation process. At the same time, the structure of market segmentation, even the whole market. The future of the entire industry depends on high quality competition, meaningful diversity, specific differentiation, and effective strategic execution.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.2

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