【摘要】 面对中国金融业逐步全面开放条件下的激烈竞争,如何做大做强信用卡产品领域是事关中国银行业竞争能力以及产业结构重塑的核心问题之一,但是目前中国信用卡产业却正在日益陷入价格竞争手段失效与无效差异化策略并存的两难困境当中。本文在国内率先提出信用卡市场有效差异化策略的判断标准,构建了有效产品差异化竞争的品牌经济模型,证明了品牌因素通过有效降低消费者选择成本使需求曲线发生旋转倾斜并外移,进而决定产品差异化策略的有效性并从宏观上提高整个社会的福利水平的理论假设。在理论分析的基础上,本文对中国信用卡市场消费者行为和商业银行竞争行为进行了实证研究,提出了促进国内信用卡产业朝着产品差异化方向显著发展的对策。更多还原

【Abstract】 In the paper the authors point out that Chinese credit card industry is now in the dilemma of failure of price competition and ineffective differentiation strategy.Therefore,the paper initially proposes the criteria of effective differentiation and builds up a brand economic model of effective product differentiation.It is proved that brand can make the demand curve tilt and relocation by effective reducing the cost of consumer choice. From the economic consequences,brand can increases in consumer surplus and producer surplus,as well as the whole social welfare.Based on the theoretical analysis,the paper also empirically analyzes the consumer behavior and competitive behavior of commercial banks in China’s credit card market.Finally,some countermeasures of promoting the development of domestic credit card industry are put forward.更多还原