摘要
银行卡市场具有典型的双边市场特征,卡组织必须制定适当的价格策略方能吸引消费者与商户加入平台。本文运用双边市场理论分别讨论了单卡与双卡情形下垄断性卡组织的定价策略。结果发现,单卡情形下,持卡人借记卡使用费费率低于信用卡费率,而借记卡商户扣率高于信用卡商户扣率,愿意受理借记卡的商户比率要低于受理信用卡的商户比率。在商户市场势力足够小的情况下,最优的双卡商户扣率比单卡条件下的商户扣率低。
Characterized as a typical two-sided market, the payment card platform attracts the consumers and merchants to join the network through appropriate pricing strategies. Referring to the theory of two-sided markets, this paper analyzes the pricing strategies under single-product and multi-product circumstance. It reveals that the debit cardholder fee is higher than that of credit while the merchant discount of debit is also higher than that of credit under single-product circumstance, and thus, the ratio of merchants who are willing to accept debit card is much lower than that of credit card. However, the merchant discount under multi- product circumstance may be lower than the minimal level of that under single-product circumstance when the market power of merchants is weak enough.
出处
《南方经济》
CSSCI
北大核心
2011年第4期40-51,共12页
South China Journal of Economics
基金
国家自然科学基金委面上项目<支付卡网络交换费定价的多方利益博弈及其福利效应与激励性规制研究>(项目编号:71072005)阶段性成果
关键词
多产品定价
商户受卡
双边市场
Multi-products Pricing
Payment Card Acceptance
Two-sided Markets
