新支付工具发展初期市场特征及定价策略研究——以我国银行卡发展为例

Market Characteristics and Pricing Strategies of New Payment Instrument in the Early Development Stage——A Case Study of the Development of Bank Card in China

基于新支付工具发展初期市场特征,构建了一个一般性的新旧支付工具替代情形下新支付工具双边市场定价模型,并通过案例分析了我国银行卡发展定价策略变化及影响。结果显示,我国银行卡定价及相关政策的转变,政府从固定成本、网络规模和定价对市场三个方面介入,有效地解决了银行卡发展初期'鸡和蛋'的问题。研究弥补了多种支付工具定价研究的不足,解释了中国银行卡发展过程中的现象及市场到政府定价策略转变的作用,为政府制定相关政策提供了理论支撑。

Based on the market characteristics of new payment instrument in the early development stage,a general two-sided market pricing model of two payment instruments is built,and a case study of Chinese bank card is given. The main results show that the change of China’s bank card pricing and related strategies have effectively solved the problem of 'chicken and egg' in the early development of the bank card. The research explains the phenomena of bank card market in China,which provides theory support for the government to make the related policies.