中国信用卡竞争的理论与实证分析——基于有效差异化竞争的品牌经济模型

发布时间：2018-03-15 02:03

本文选题：信用卡　切入点：有效差异化竞争　出处：《金融研究》2010年04期 　论文类型：期刊论文

【摘要】：面对中国金融业逐步全面开放条件下的激烈竞争,如何做大做强信用卡产品领域是事关中国银行业竞争能力以及产业结构重塑的核心问题之一,但是目前中国信用卡产业却正在日益陷入价格竞争手段失效与无效差异化策略并存的两难困境当中。本文在国内率先提出信用卡市场有效差异化策略的判断标准,构建了有效产品差异化竞争的品牌经济模型,证明了品牌因素通过有效降低消费者选择成本使需求曲线发生旋转倾斜并外移,进而决定产品差异化策略的有效性并从宏观上提高整个社会的福利水平的理论假设。在理论分析的基础上,本文对中国信用卡市场消费者行为和商业银行竞争行为进行了实证研究,提出了促进国内信用卡产业朝着产品差异化方向显著发展的对策。
[Abstract]:In the face of the fierce competition under the condition of China's financial industry gradually opening to the outside world, how to make the credit card products bigger and stronger is one of the core problems related to the competitiveness of China's banking industry and the reshaping of the industrial structure. However, at present, the credit card industry in China is increasingly caught in the dilemma of the coexistence of ineffective and ineffective differentiation strategies in price competition. This paper first puts forward the judgment standard of effective differentiation strategy in the credit card market. A brand economic model of effective product differentiation competition is constructed. It is proved that brand factor can make the demand curve rotate and tilt outward by effectively reducing the cost of consumer selection. Then determine the effectiveness of product differentiation strategy and macroscopically improve the welfare level of the whole society theoretical hypothesis. On the basis of theoretical analysis, This paper makes an empirical study on the consumer behavior of Chinese credit card market and the competitive behavior of commercial banks, and puts forward some countermeasures to promote the domestic credit card industry to develop significantly in the direction of product differentiation.
【作者单位】：山东财政学院金融学院;中国工商银行山东省分行;
【基金】：泰山学者建设工程专项资金资助
【分类号】：F832.2

【参考文献】