| 双边市场理论对商业银行发卡业务的启示 |
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| 引用本文： | 韩蓓,龚六堂.双边市场理论对商业银行发卡业务的启示[J].国际金融研究,2011(6). |
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| 作者姓名： | 韩蓓 龚六堂 |
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| 作者单位： | 北京大学光华管理学院博士后流动站;中国农业银行股份有限公司;北京大学管理学院; |
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| 摘 要： | 银行卡业具有典型的双边市场特征和复杂的网络外部性。我国银行卡发卡市场发展迅速,但活卡率较低。文章以双边市场理论为基础,从充分运用外部客户资源、挖掘网络价值、营销高价值客户、采取差异化发展策略等方面分析了如何发展有效的持卡客户,减少睡眠卡,对商业银行发卡业务的发展策略具有一定的借鉴意义。
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| 关 键 词： | 双边市场 银行卡 发卡市场 |
Research on the Issuing Market:Based on the Two-sided Markets Theory |
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| Han Bei Gong Liutang.Research on the Issuing Market:Based on the Two-sided Markets Theory[J].Studies of International Finance,2011(6). |
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| Authors: | Han Bei Gong Liutang |
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| Institution: | Han Bei Gong Liutang |
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| Abstract: | The payment card market is a typical two-sided market,which has a complicated net externalities.The payment card issuing market develops quickly,but the usage rate of these cards is relatively low.Based on the two-sided market theory,the paper analyzes how to develop potential clients from four perspectives: exploiting the external clients,mining the value of internet,focusing on the high value clients and taking differential strategies. |
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| Keywords: | Two-sided Market the Payment Card Issuing Market |
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