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转换成本、锁定效应与定价策略研究——以银行卡产业为例
引用本文:岳中刚. 转换成本、锁定效应与定价策略研究——以银行卡产业为例[J]. 河北经贸大学学报, 2008, 29(2): 48-52
作者姓名:岳中刚
作者单位:南京邮电大学,经济管理学院,江苏,南京,210003
基金项目:江苏高校哲学社会科学基金(06SJB790020),南京邮电大学科研基金(NY207015)
摘    要:通过转换成本与银行卡定价竞争的理论模型研究了存在转换成本情况下银行卡市场的定价策略,并在此基础上分析了银行卡转换成本的测度方法和相关的经验估计。结论认为,中国银行卡及美国银行收费趋势的演变,是银行由业务发展期以价格优惠等措施锁定消费者演变为利用其市场势力获取相应利润,我国应对银行卡产业发展加强监管,以实现可持续发展。

关 键 词:转换成本  锁定效应  银行卡产业

Switching Cost,Locked-in Effect and Pricing Strategy
Yue Zhonggang. Switching Cost,Locked-in Effect and Pricing Strategy[J]. Journal Of Hebei University Of Economics and Trade, 2008, 29(2): 48-52
Authors:Yue Zhonggang
Affiliation:Yue Zhonggang
Abstract:This article studies the pricing strategy of bank cards through the theoretical model of switching cost and card pricing competition and analyzes the measurement method and empirical proofs of switching cost of bank cards.The conclusion is that the development trend of bank cards in China and United States has transformed from the price discount at the initial stage of business development to lock in the consumers to obtain profits with its market shares.China shall strengthen the supervision of the development of bank cards to realize sustainable development.
Keywords:switching cost  locked-in effect  bank card industry
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