我国商业银行在网上支付市场中的竞争策略研究
发布时间：2018-12-14 22:43
【摘要】：随着电子商务的快速发展，用户对网上支付的需求骤增，互联网技术不仅给商务活动的商流、信息流带来革新，也为商务活动的资金流注入新的活力。网上支付随着电子商务的扩张，获得了越来越多的关注，其重要性不言而喻。我国网上支付的方式主要有两种，一种是第三方支付，另一种即商业银行的网上银行。以支付宝为首的第三方支付机构，在网上支付的市场中占据份额巨大，商业银行要想获取更多市场份额，就该采取合理策略，提升其网上银行服务的竞争力。 本文从商业银行的视角入手，介绍了我国网上支付市场的发展现状，主要从两大参与方第三方支付、网上银行的角度展开，，分别介绍了两者参与网上支付的模式和现有市场规模；并通过实证分析，验证了商业银行网上支付市场额同用户规模的正向相关关系；以演化博弈理论为基础，建立了第三方支付同网上银行在网上支付的竞争模型，得出商业银行在网上支付市场中将长期同第三方支付处于竞合状态，对其竞争合作策略给出建议。
[Abstract]:With the rapid development of electronic commerce, users' demand for online payment has increased sharply. Internet technology not only brings innovation to business activities and information flow, but also injects new vitality into business capital flow. With the expansion of e-commerce, online payment has gained more and more attention, and its importance is self-evident. There are two ways of online payment in our country, one is third party payment, the other is commercial bank online bank. The third-party payment institutions headed by Alipay have a huge share in the online payment market. If commercial banks want to gain more market share, they should adopt reasonable strategies to enhance the competitiveness of their online banking services. From the perspective of commercial banks, this paper introduces the current situation of China's online payment market, mainly from the perspective of two major parties, third party payment, and online banking. The paper introduces the mode of both participating in online payment and the current market scale. The positive correlation between the market amount of online payment and the scale of users is verified by empirical analysis. On the basis of evolutionary game theory, this paper establishes a competitive model between third-party payment and online payment, and draws a conclusion that commercial banks will compete with third-party payment for a long time in the online payment market. Some suggestions are given to its competitive cooperation strategy.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F832.2
本文编号：2379444
[Abstract]:With the rapid development of electronic commerce, users' demand for online payment has increased sharply. Internet technology not only brings innovation to business activities and information flow, but also injects new vitality into business capital flow. With the expansion of e-commerce, online payment has gained more and more attention, and its importance is self-evident. There are two ways of online payment in our country, one is third party payment, the other is commercial bank online bank. The third-party payment institutions headed by Alipay have a huge share in the online payment market. If commercial banks want to gain more market share, they should adopt reasonable strategies to enhance the competitiveness of their online banking services. From the perspective of commercial banks, this paper introduces the current situation of China's online payment market, mainly from the perspective of two major parties, third party payment, and online banking. The paper introduces the mode of both participating in online payment and the current market scale. The positive correlation between the market amount of online payment and the scale of users is verified by empirical analysis. On the basis of evolutionary game theory, this paper establishes a competitive model between third-party payment and online payment, and draws a conclusion that commercial banks will compete with third-party payment for a long time in the online payment market. Some suggestions are given to its competitive cooperation strategy.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F724.6;F832.2
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