Analysis On The Pricing Mechanism Of Commercial Bank's Card

With the rapid development of China's economy,paper money payment has been difficult to meet the needs of the community.Bank card is a new set of multi-function as the representative of the electronic payment tool,it combine the traditional means of payment with the information age,it widely used in all aspects of the financial sector by virtue of its fast and convenient to pay,high efficiency,high security and other advantages of the rapid rise.When we use the bank card,it mainly involved in the process of currency transactions.So,people pay more attention to charges of bank card.The study of the bank card pricing carried out a direct impact on China's financial reform,China's economic development and the consumption.First,this paper systematically summarizes relative research on bank card fees.Secondly,it elaborates the price theory and development status of the bank card industry,in order to provide theoretical and realistic support for the next research.At the same time,we analyze the banks card industry specific operational mechanism,and this specific operational mainly include the issuer,acquirer,circulates between buyers and sellers.Which the price of the bank card industry basically consists of a network access fee income bank card organization,bilateral exchange market fee charged by the card fee and charged by the issuing bank to the merchant acquirer deducted rates and so on.This paper select the bank card industry market performance that in the presence of the traditional barriers to market collusion hypothesis and assumptions as the dependent variable,we use panel data for descriptive statistical analysis.The results show that the market performance tha the bank card organization to rely on commission income and fees,is related with the amount of card in the large extend.The bank card related product features is an important way to obtain the bank card fee.With the development of online banking and the continuous development of credit card business,it is diversified to obtain more the bank card profit.Bank card organization began to focus on product quality improvement,and no longer only concerned about the amount of lift.On the domestic bank card market,there is a significant positive correlation between total assets and market performance of the bank card organization.And there is a negatively correlation between the degree of monopoly bank card market and the performance of entire banking card market.But this effect is not significant.The current domestic bank card industry turn the oligopoly form gradually to the form of monopolistic competition,the relative concentration of the market and the large-scale issuer bank market share are reduced,.The result is many large scale and high possession of the bank control of the market fade away.In order to obtain higher profits,various card associations are actively developing their product pricing strategy.According to the above results,the following recommendations are given.First,the bank need enhance service awareness,improve service levels,establish a good brand image in the business,and constantly enhance the business recognition to achieve the desired value.There are two differential pricing in the size of the bank card transactions.According to the size of the transaction,we can divide the market segmentation.Then we can take cumulative pricing method based on different transactions.At the same time,we should enhance the technological innovation ability.And requiring the major banks must get rid of the ideas that bank card products is the key point.And we should insist market oriented,put the bank card customers at the first palce.We should subdivide the customer's needs and fully tap the inherent needs of them.While we can continue to improve their service levels,quality of service and innovative service types,in order to meet the diverse needs of customers from different aspects.