銀行卡交換費(fèi)差異化定價(jià)機(jī)制研究
發(fā)布時(shí)間：2019-05-29 21:09
【摘要】：銀行卡誕生于20世紀(jì)50年代,是傳統(tǒng)金融業(yè)務(wù)結(jié)合電子信息技術(shù)于一體的新型金融產(chǎn)品。作為零售銀行業(yè)務(wù)與現(xiàn)代通信技術(shù)相結(jié)合的產(chǎn)品,銀行卡從其誕生起,就既不是一種簡(jiǎn)單的金融產(chǎn)品,更不只是信息技術(shù)的創(chuàng)新應(yīng)用。傳統(tǒng)上,銀行卡產(chǎn)業(yè)主要由從事銀行卡發(fā)行的發(fā)卡機(jī)構(gòu),為銀行卡受理特約商戶的收單機(jī)構(gòu),從事跨行信息轉(zhuǎn)接服務(wù)的銀行卡組織,以及銀行卡的兩端用戶——持卡人和商戶組成。從產(chǎn)業(yè)組織的角度,現(xiàn)代銀行卡理論認(rèn)為,由以上產(chǎn)業(yè)鏈組成的銀行卡產(chǎn)業(yè),是一個(gè)典型的雙邊市場(chǎng)以及擁有網(wǎng)絡(luò)外部性。通俗的講,銀行卡市場(chǎng)是由銀行卡組織這個(gè)中介平臺(tái),通過(guò)直接聯(lián)系發(fā)卡和收單機(jī)構(gòu),以及適當(dāng)?shù)亩▋r(jià),使得持卡人和銀行卡受理商戶形成互動(dòng)。可以說(shuō),雙邊市場(chǎng)理論至少部分解釋了現(xiàn)有的銀行卡產(chǎn)業(yè)組織模式,從而為了銀行卡定價(jià)理論研究的重要出發(fā)點(diǎn)。根據(jù)發(fā)改委2013年發(fā)布的《關(guān)于優(yōu)化和調(diào)整銀行卡刷卡手續(xù)費(fèi)的通知》,我國(guó)將商戶分為三大類、四小類,其中餐娛類費(fèi)率為1.25%、一般類為0.78%,民生類為0.38%、公益類為0；與此同時(shí),房地產(chǎn)汽車類和批發(fā)商戶單筆業(yè)務(wù)交換費(fèi)封頂為80元和26元；刷卡手續(xù)費(fèi)最終按照7：2：1的比例分配給發(fā)卡銀行、收單機(jī)構(gòu)和銀行卡清算組織。近年來(lái),我國(guó)銀行卡產(chǎn)業(yè)得到快速發(fā)展,現(xiàn)行的銀行卡交換費(fèi)定價(jià)機(jī)制在促進(jìn)銀行卡消費(fèi)、改善支付環(huán)境的同時(shí)也逐漸暴露了一些問(wèn)題及缺陷,如借、貸記卡實(shí)行同一計(jì)價(jià)標(biāo)準(zhǔn)逐漸不適應(yīng)產(chǎn)業(yè)發(fā)展,不利于推進(jìn)銀行卡產(chǎn)業(yè)向縱深發(fā)展；現(xiàn)有定價(jià)機(jī)制沒(méi)有涉及到網(wǎng)上購(gòu)物、網(wǎng)絡(luò)收單業(yè)務(wù)等網(wǎng)絡(luò)支付價(jià)格機(jī)制；各行業(yè)間刷卡手續(xù)費(fèi)價(jià)差大,容易造成Mcc碼的套用等違法行為；刷卡手續(xù)費(fèi)實(shí)行封頂收費(fèi)不利于正常反映發(fā)卡銀行成本和收益匹配關(guān)系等一系列問(wèn)題越來(lái)越受到業(yè)界以及學(xué)術(shù)界的關(guān)注。因此,在新環(huán)境、新條件下,非常有必要對(duì)我國(guó)銀行卡交換費(fèi)機(jī)制進(jìn)行研究,本文主要選取我國(guó)銀行卡交換費(fèi)差異化的定價(jià)機(jī)制研究,得出相關(guān)結(jié)論。本文首先基于國(guó)內(nèi)外對(duì)銀行卡交換費(fèi)的研究,總結(jié)了銀行卡產(chǎn)業(yè)網(wǎng)絡(luò)外部性和雙邊市場(chǎng)的特征以及銀行卡交換費(fèi)定價(jià)、差異化定價(jià)的理論基礎(chǔ),對(duì)比我國(guó)現(xiàn)階段銀行卡交換費(fèi)價(jià)格機(jī)制和國(guó)外銀行卡交換費(fèi)價(jià)格機(jī)制的形成的異同點(diǎn),并通過(guò)理論分析和模型的推到驗(yàn)證了銀行卡交換費(fèi)對(duì)借記卡和信用卡實(shí)行差異化定價(jià)的必要性,與此同時(shí),通過(guò)中國(guó)銀聯(lián)提供的銀行卡交易數(shù)據(jù)建立的實(shí)證分析,得出了信用卡交換費(fèi)比我國(guó)現(xiàn)行價(jià)格低估、借記卡交換費(fèi)比我國(guó)現(xiàn)行價(jià)格高估的結(jié)論,并為我國(guó)銀行卡市場(chǎng)健康持續(xù)的發(fā)展提供了建議。本文的主要內(nèi)容如下：第一章是緒論部分。在這章節(jié),對(duì)論文的選題背景、研究意義、研究主要現(xiàn)狀、研究方法進(jìn)行闡述,同時(shí)對(duì)國(guó)內(nèi)外關(guān)于銀行卡交換費(fèi)研究現(xiàn)狀進(jìn)行文獻(xiàn)綜述。第二章是研究的理論基礎(chǔ)。闡明銀行卡產(chǎn)業(yè)的基本經(jīng)濟(jì)特征、銀行卡交換費(fèi)定價(jià)的相關(guān)理論基礎(chǔ)、以及差別定價(jià)理論。第三章是闡述了我國(guó)銀行卡市場(chǎng)的發(fā)展現(xiàn)狀、特征以及我國(guó)現(xiàn)行的銀行卡交話費(fèi)價(jià)格機(jī)制和缺陷,對(duì)比國(guó)內(nèi)外銀行卡交換費(fèi)定價(jià)機(jī)制的異同點(diǎn)。第四章構(gòu)建Hottelling銀行卡差異化定價(jià)模型,通過(guò)數(shù)學(xué)模型推導(dǎo)驗(yàn)證了銀行卡交換費(fèi)對(duì)借記卡和信用卡實(shí)行差異化定價(jià)的必要性,第五章通過(guò)中國(guó)銀聯(lián)提供的銀行卡交易數(shù)據(jù)建立的實(shí)證研究,得出相關(guān)結(jié)論,并為促進(jìn)我國(guó)銀行卡市場(chǎng)健康持續(xù)的發(fā)展提供了建議。第六章對(duì)全文進(jìn)行了總結(jié)并指出了本文的研究不足及未來(lái)研究方向。
[Abstract]:The bank card was born in the 50 's of the 20th century, and it is a new type of financial product which is integrated with the electronic information technology in the traditional financial business. As a product of the combination of retail banking and modern communication technology, the bank card is not only a simple financial product, but it is not just an innovative application of information technology. Traditionally, the bank card industry is mainly composed of a card issuing organization engaged in the issuance of a bank card, a receiving mechanism for accepting a special merchant for a bank card, a bank card organization engaged in a cross-line information transfer service, and two end users of the bank card, a cardholder and a merchant. From the angle of industrial organization, the modern bank card theory holds that the bank card industry, which is composed of the above industrial chain, is a typical bilateral market and has network externality. In a popular way, the bank card market is an intermediary platform organized by the bank card, and the card holder and the bank card accept the merchant to form the interaction by directly contacting the card issuing and receiving mechanism and the appropriate pricing. It can be said that the theory of the bilateral market at least partly explains the existing organization model of the bank card industry, so that it is an important starting point for the research of the bank card pricing theory. According to the notice issued by the National Development and Reform Commission on the optimization and adjustment of the bank card handling fee in 2013, China is divided into three main categories, four small classes, one of which is 1.25%, the general class is 0.78%, the people's livelihood class is 0.38%, and the public interest class is 0; at the same time, The single-pen business exchange fee of the real estate car and the wholesalers is 80 yuan and 26 yuan; the card fee is finally distributed to the card issuing bank, the acquirer and the bank card clearing organization according to the ratio of 7:2:1. In recent years, China's bank card industry has been developed rapidly, and the existing pricing mechanism of bank card exchange has gradually exposed some problems and defects in promoting the consumption of bank card and improving the payment environment. It is not conducive to the advance of the development of the bank card industry; the existing pricing mechanism does not involve the network payment price mechanism such as the online shopping and the network receipt business; the price difference of the card-card handling fee among the industries is large, and the abuse of the Mcc code can be easily caused; A series of problems, such as the normal reflection of the relationship between the cost of the card issuing bank and the matching of the income, are becoming more and more attracted by the industry and the academic circles. Therefore, under the new circumstances and new conditions, it is necessary to study the exchange fee mechanism of the bank card of our country, this paper mainly chooses the pricing mechanism of the differentiation of the bank card exchange fee in our country, and draws the relevant conclusion. Firstly, based on the research of the exchange fee of the bank card at home and abroad, the paper sums up the characteristics of the network externality of the bank card industry and the characteristics of the bilateral market and the theoretical basis of the pricing and differential pricing of the bank card exchange fee. in contrast to that difference and the difference between the price mechanism of the bank card exchange fee and the price mechanism of the foreign bank card exchange fee at the present stage of our country, the necessity of the differential pricing of the debit card and the credit card by the bank card exchange fee is verified through the theoretical analysis and the model, meanwhile, Based on the empirical analysis of the bank card transaction data provided by China UnionPay, it is concluded that the credit card exchange rate is lower than the current price of our country, the exchange rate of the debit card is higher than that of the current price overvaluation in our country, and it provides a suggestion for the sustainable development of the bank card market in China. The main contents of this paper are as follows: The first chapter is the introduction part. In this section, the background, research significance, main current situation and research method of the thesis are discussed, and the current situation of the research on the exchange fee of the bank card at home and abroad is reviewed. The second chapter is the theoretical basis of the research. This paper expounds the basic economic characteristics of the bank card industry, the relevant theoretical basis of the pricing of the bank card exchange fee, and the difference pricing theory. In the third chapter, the present situation and characteristics of the bank card market in our country and the price mechanism and the defect of the existing bank card exchange fee in our country are set forth, and the similarities and differences of the pricing mechanism of the bank card exchange fee at home and abroad are compared. The fourth chapter is to build the differential pricing model of the Hotelling bank card, and the necessity of the differential pricing of the debit card and the credit card by the bank card exchange fee is derived through the mathematical model. The fifth chapter is based on the empirical study of the bank card transaction data provided by the China UnionPay, and the relevant conclusions are drawn. And provides a suggestion for promoting the healthy and sustainable development of the bank card market in China. The sixth chapter summarizes the full text and points out the deficiency of this paper and the future research direction.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F832.2
[Abstract]:The bank card was born in the 50 's of the 20th century, and it is a new type of financial product which is integrated with the electronic information technology in the traditional financial business. As a product of the combination of retail banking and modern communication technology, the bank card is not only a simple financial product, but it is not just an innovative application of information technology. Traditionally, the bank card industry is mainly composed of a card issuing organization engaged in the issuance of a bank card, a receiving mechanism for accepting a special merchant for a bank card, a bank card organization engaged in a cross-line information transfer service, and two end users of the bank card, a cardholder and a merchant. From the angle of industrial organization, the modern bank card theory holds that the bank card industry, which is composed of the above industrial chain, is a typical bilateral market and has network externality. In a popular way, the bank card market is an intermediary platform organized by the bank card, and the card holder and the bank card accept the merchant to form the interaction by directly contacting the card issuing and receiving mechanism and the appropriate pricing. It can be said that the theory of the bilateral market at least partly explains the existing organization model of the bank card industry, so that it is an important starting point for the research of the bank card pricing theory. According to the notice issued by the National Development and Reform Commission on the optimization and adjustment of the bank card handling fee in 2013, China is divided into three main categories, four small classes, one of which is 1.25%, the general class is 0.78%, the people's livelihood class is 0.38%, and the public interest class is 0; at the same time, The single-pen business exchange fee of the real estate car and the wholesalers is 80 yuan and 26 yuan; the card fee is finally distributed to the card issuing bank, the acquirer and the bank card clearing organization according to the ratio of 7:2:1. In recent years, China's bank card industry has been developed rapidly, and the existing pricing mechanism of bank card exchange has gradually exposed some problems and defects in promoting the consumption of bank card and improving the payment environment. It is not conducive to the advance of the development of the bank card industry; the existing pricing mechanism does not involve the network payment price mechanism such as the online shopping and the network receipt business; the price difference of the card-card handling fee among the industries is large, and the abuse of the Mcc code can be easily caused; A series of problems, such as the normal reflection of the relationship between the cost of the card issuing bank and the matching of the income, are becoming more and more attracted by the industry and the academic circles. Therefore, under the new circumstances and new conditions, it is necessary to study the exchange fee mechanism of the bank card of our country, this paper mainly chooses the pricing mechanism of the differentiation of the bank card exchange fee in our country, and draws the relevant conclusion. Firstly, based on the research of the exchange fee of the bank card at home and abroad, the paper sums up the characteristics of the network externality of the bank card industry and the characteristics of the bilateral market and the theoretical basis of the pricing and differential pricing of the bank card exchange fee. in contrast to that difference and the difference between the price mechanism of the bank card exchange fee and the price mechanism of the foreign bank card exchange fee at the present stage of our country, the necessity of the differential pricing of the debit card and the credit card by the bank card exchange fee is verified through the theoretical analysis and the model, meanwhile, Based on the empirical analysis of the bank card transaction data provided by China UnionPay, it is concluded that the credit card exchange rate is lower than the current price of our country, the exchange rate of the debit card is higher than that of the current price overvaluation in our country, and it provides a suggestion for the sustainable development of the bank card market in China. The main contents of this paper are as follows: The first chapter is the introduction part. In this section, the background, research significance, main current situation and research method of the thesis are discussed, and the current situation of the research on the exchange fee of the bank card at home and abroad is reviewed. The second chapter is the theoretical basis of the research. This paper expounds the basic economic characteristics of the bank card industry, the relevant theoretical basis of the pricing of the bank card exchange fee, and the difference pricing theory. In the third chapter, the present situation and characteristics of the bank card market in our country and the price mechanism and the defect of the existing bank card exchange fee in our country are set forth, and the similarities and differences of the pricing mechanism of the bank card exchange fee at home and abroad are compared. The fourth chapter is to build the differential pricing model of the Hotelling bank card, and the necessity of the differential pricing of the debit card and the credit card by the bank card exchange fee is derived through the mathematical model. The fifth chapter is based on the empirical study of the bank card transaction data provided by the China UnionPay, and the relevant conclusions are drawn. And provides a suggestion for promoting the healthy and sustainable development of the bank card market in China. The sixth chapter summarizes the full text and points out the deficiency of this paper and the future research direction.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F832.2
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