网络外部性、银行规模与顾客转移成本  

Network Externality, Bank Scale and Customer Switching Costs

作　　者：张忠平[1] 

机构地区：[1]北京工商大学经济学院副教授,北京100037

出　　处：《金融论坛》2008年第11期53-57,共5页Finance Forum

摘　　要：顾客转移成本与银行规模相关是前人在研究中发现的现象,出现这种现象的原因是网络外部性的存在使不同规模银行的顾客所获得的银行服务的价值不同,因而造成顾客的转移成本不同。网络所有者可通过价格手段将网络外部性内在化,并改变顾客转移成本。银行间差别定价就是一种内在化网络外部性的手段,采用这种定价政策可提高市场有效性,给银行提供按市场规律运行的环境,有利于向顾客提供多层次的银行服务,并有助于形成顾客在银行之间的合理分布。因此,根据银行规模差别定价是适合我国银行业现状的交易账户业务定价策略。It is a phenomenon discovered by previous researchers that the scale of banks correlates with customer switching costs. This phenomenon is caused by the existence of network externality which gives rise to the value difference of bank services that customers can obtain from banks with different scale. Such value difference further results in customers＇ different switching costs. The owners of network can utilize price to internalize the network externality and change customer switching costs. Discriminatory pricing policy according to bank＇s scale is an approach to reach this goal, which can improve market efficiency and help banks operate under the market laws and provide multi-level services for customers. Moreover, this policy is helpful to form the rational custom distribution among banks. Therefore, this policy is a suitable transactional account pricing strategy for today＇s Chinese bank.

关 键 词：商业银行 交易账户 转移成本 网络外部性 网络外部性内在化 

分 类 号：F832.2[经济管理—金融学]