【作者】 黄晓艳；

【导师】 胡祥培；

【作者基本信息】 大连理工大学 ， 管理科学与工程， 2006， 博士

【摘要】 银行卡网络价格结构与刷卡消费的关联问题至今仍是电子支付领域亟待解决的关键性难题之一,其难点在于基于间接网络外部性的双边市场定价方法,以及刷卡消费与价格结构的动态交互作用机理的研究;其核心是要通过协调价格结构与刷卡消费,在网络系统层面实现银行卡网络的长期整体发展。这种结果能否实现,归根结底取决于银行卡网络定价过程中发卡行和消费者之间的价格与收单行和商户之间的价格的结构是否有利于增强银行卡网络系统内部的正反馈效应。 本文针对银行卡网络价格结构与刷卡消费的关联模型展开研究,基于服务设计与管理理论、价格理论和消费者行为理论,引入双边市场理论、组合决策方法和系统动力学方法,建立银行卡网络价格结构与刷卡消费的组合决策模型和关联仿真模型,并进行模型的应用研究,为揭示银行卡网络价格结构与刷卡消费的关联规律提供系统而有效的方法。主要研究内容如下: (1)银行卡网络价格结构与刷卡消费关联模型构建的基础理论研究。分析银行卡网络系统的结构特征及其复杂性,界定价格结构的内涵并分析价格结构非中性的条件及其影响因素,界定刷卡消费的组合产品属性及其形成条件,搭建模型构建的理论平台。 (2)银行卡网络价格结构与刷卡消费组合决策模型研究。通过系统分解建立消费者持卡消费决策模型、商户接受刷卡消费的决策模型和三种不同目标条件下价格结构决策模型;将上述子模型通过组合决策的思想进行组合,构建以揭示价格结构和刷卡消费静态关联为主线的组合决策模型,并通过加入扰动因子、采用双适应值比较和保留部分接近边界的不可行解改进粒子群算法,解决模型的求解难题。 (3)银行卡网络价格结构与刷卡消费关联的仿真模型研究。选择描述网络运营商、发卡行、收单行、消费者和商户行为的状态变量与速率变量,建立系统动力学仿真模型进行仿真实验,研究刷卡消费与价格结构的动态交互关联机理。 (4)银行卡网络价格结构与刷卡消费关联模型的应用研究。针对中国银联网络价格结构与刷卡消费的特点,研究组合决策模型及仿真模型的应用方法,分析模型的应用结果,为中国银联网络的整体发展提供相应的策略。 本项研究为解决刷卡消费定价这个制约银行卡网络发展的瓶颈问题作出了有益的探索,形成了有特色的研究方法,拓宽了双边市场理论的应用领域,提高了服务管理理论解决动态问题的能力,在电子商务和支付管理领域具有广阔的应用前景。更多还原

【Abstract】 The correlation problem between the price structure and bankcard consumption is becoming a very important theoretical issue in the field of electronic payments. This research deals with difficult points in the two-sided pricing method based on indirect network externalities, and the understanding about the dynamic correlation between the price structure and bankcard consumption. The core purpose of the research is to realize the long-term whole development of the networks by coordinating the price structure and bankcard consumption. Whether this purpose can be realized depends ultimately on whether the two-sided price structure pushes the positive feedback effects of the network system.In order to make the correlation rules known, a compound decision model and a correlation simulation model are constructed, introducing the two-sided market theory, general compound decision method, and Systems Dynamics. Based on service design and management theory, pricing theory, and consumer behavior theory, the models are applied to examine their validity. The main contents are as follows:(1) Research on the fundamental theories which are the basis of the models constructed. The structural characteristics and the complexity of the bankcard networks are first analyzed. Then the price structure is defined, the non-neutral conditions of the price structure are discussed, and the factors affecting the price structure are researched. Moreover, the bankcard consumption is defined as a kind of compound service product and its formative conditions are deeply analyzed to establish a theoretical platform for the model construction.(2) Research on the compound decision model of the price structure and bankcard consumption.Three sub-models of the consumers’ cardholding consumption decision, the merchants’ acceptance of bankcard consumption decision, and the compound decision of the service sub-system’s price structure (the last for three different purposes) are constructed first by dividing the network system into two parts. Then, a compound decision model is constructed using the main line of the static correlation problem between the price structure and bankcard consumption. Finally, an improved Particle Swarm Optimization algorithm gives the optimal solution by adding a disturbed factor, adopting double fitness value and keeping some unsuitable solutions near the boundary.(3) Research on the simulation model of the price structure and bankcard consumption correlation. The level variables and the flow variables are chosen to describe the behaviors ofthe network operator, the issuer, the acquirer, the consumers, and the merchants. Then the System Dynamics model is constructed and analyzed. Further, the dynamic correlation mechanism is researched by the model constructed.(4) Research on the application of the correlation models. To resolve three important issues of the China UnionPay Network, the compound decision model and the simulation model are researched and applied. The results of the applications give some countermeasures and suggestions for the development of the China UnionPay Network.This paper contributes by exploring the bottleneck problem of the bankcard consumption pricing (which constrains the development of the bankcard networks) by forming a new research method, by widening the application fields of the two-sided market theory, by improving the capability of the service management theory to solve the dynamic problems. The research will have brilliant future applications in the fields of electronic commrce and payment management.更多还原