本文關(guān)鍵詞：動(dòng)態(tài)競(jìng)爭(zhēng)理論分析中國(guó)信用卡市場(chǎng)結(jié)構(gòu)　出處：《復(fù)旦大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 動(dòng)態(tài)競(jìng)爭(zhēng) 缺失數(shù)據(jù) 信用卡 回歸模型

【摘要】：信用卡是商業(yè)銀行提供的特殊產(chǎn)品,能對(duì)個(gè)人提供小額現(xiàn)金管理融投資的服務(wù)和利用小額信貸消費(fèi)的屬性。中國(guó)的信用卡市場(chǎng)規(guī)模已經(jīng)持續(xù)增長(zhǎng)了多年,甚至在金融危機(jī)之中也保持了向上的趨勢(shì)。特別是2007年到2012,年,從累積發(fā)卡量和市場(chǎng)戰(zhàn)略數(shù)目上看,中國(guó)信用卡市場(chǎng)可謂發(fā)展勢(shì)頭迅猛。本論文旨在為商業(yè)銀行尋找最有效的競(jìng)爭(zhēng)戰(zhàn)略,使之成功增加信用卡市場(chǎng)份額,同時(shí)對(duì)于市場(chǎng)領(lǐng)先者與落后者給出差異化的戰(zhàn)略推薦方案。論文提出并且證明了多個(gè)有關(guān)戰(zhàn)略行為對(duì)于市場(chǎng)份額波動(dòng)影響的假設(shè),尤其是驗(yàn)證了競(jìng)爭(zhēng)雙方不同的戰(zhàn)略側(cè)重點(diǎn)對(duì)于市場(chǎng)份額差異的影響規(guī)律。本文從競(jìng)爭(zhēng)分析出發(fā),詳細(xì)整理歸納了多個(gè)流派的觀點(diǎn),包括市場(chǎng)結(jié)構(gòu)學(xué)說(shuō),熊彼特創(chuàng)新理論和動(dòng)態(tài)競(jìng)爭(zhēng)理論。然后選擇使用動(dòng)態(tài)競(jìng)爭(zhēng)理論來(lái)解釋市場(chǎng)份額波動(dòng)與戰(zhàn)略行為強(qiáng)度,多樣性和差異化之間的關(guān)系。先根據(jù)動(dòng)態(tài)競(jìng)爭(zhēng)的學(xué)說(shuō),將中國(guó)信用卡市場(chǎng)劃分為國(guó)有四大銀行和混合所有制商業(yè)銀行,從年報(bào)中讀取了相關(guān)銀行各年份的發(fā)卡量統(tǒng)計(jì)數(shù)據(jù)作為因變量,利用搜索引擎,將所獲得新聞?wù)沓刹煌奉惖膽?zhàn)略行為,從數(shù)理上定義行為總量,反擊速度,銀行內(nèi)行為多樣性和銀行間戰(zhàn)略差異化。再構(gòu)建2個(gè)獨(dú)立和1個(gè)交叉回歸模型,通過(guò)驗(yàn)證上述變量模型系數(shù)的顯著性,來(lái)證明假設(shè)的同時(shí),在處理因變量相關(guān)數(shù)據(jù),發(fā)卡量的缺失值時(shí)引入了統(tǒng)計(jì)學(xué)的經(jīng)典方法,線性差值法和可比估計(jì)法。從回歸結(jié)果來(lái)看,國(guó)有銀行的獨(dú)立回歸模型顯示,與競(jìng)爭(zhēng)者戰(zhàn)略行為的差異化能夠顯著解釋其市場(chǎng)份額；混合所有制商業(yè)銀行的獨(dú)立回歸揭示了,戰(zhàn)略行為的速度和多樣性能夠解釋其份額的波動(dòng)情況；交叉回歸模型表明銀行在信用卡市場(chǎng)的競(jìng)爭(zhēng),其戰(zhàn)略行為的數(shù)目差值,速度差值和銀行間差異性能擬合市場(chǎng)份額間的差距。該研究顯示,行業(yè)發(fā)展并不只是相關(guān)銀行或者企業(yè)戰(zhàn)術(shù)的簡(jiǎn)單組合,而是一系列競(jìng)爭(zhēng)行為和互動(dòng)下戰(zhàn)略的變革過(guò)程。同時(shí),細(xì)分市場(chǎng)的結(jié)構(gòu),甚至整個(gè)市場(chǎng),整個(gè)行業(yè)的未來(lái)都取決于大量高質(zhì)量的競(jìng)爭(zhēng),有意義的多樣性行為,特定的差異化和有效的戰(zhàn)略執(zhí)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.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.2

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本文編號(hào)：1395922