基于竞合博弈的手机银行商业模式优化——以国有商业银行为例  

The Optimization of Mobile Banking Business Model Based on Competition and Cooperation Game:A Case Study of SOCB

作　　者：王选飞 吴应良 孟晓明 WANG Xuan-fei;WU Ying-liang;MENG Xiao-ming(Department of E-Business,School of Economics and Commerce, South China University of Technology,Guangzhou 510006 ,China;Research Centre of E-Business ~ Big Data Management,Institute of Modern Service Industry, South China Universi＇ty of Technology,Guangzhou 510006, China;Department of E-Business, School of information, Guangdong University of Finance ＆ Economics,Guangzhou 510320,China)

机构地区：[1]华南理工大学经济与贸易学院电子商务系,广东广州510006 [2]广东财经大学信息学院电子商务系,广东广州510320 [3]华南理工大学现代服务业研究院电子商务与大数据管理研究中心,广东广州510006

出　　处：《系统工程》2018年第1期102-110,共9页Systems Engineering

基　　金：国家自然科学重大项目(71090403;71090400);国家自然科学基金资助项目(70440011);国家社会科学基金资助项目(16BGL190);广州市哲学社会科学项目(2018GZGJ57)

摘　　要：手机银行作为移动互联网时代的新生事物,其突出的应用前景在实践中探索出不同的商业模式。随着商业银行对手机银行业务的愈发重视,手机银行的市场地位和作用也更加突出。鉴于国有商业银行开展手机银行业务时面临股份制商业银行和第三方平台的冲击,研究以国有商业银行手机银行为例,基于竞合博弈理论和Shapley值法对国有商业银行手机银行进行案例分析。结果表明,国有商业银行手机银行业务的无序竞争将导致自身经营成本上升,而横向协调合作策略下基于竞争基础的合作关系能够合理配置资源,增加市场份额,提高收益,实现共赢,为当前管理者决策提供参考。As a new thing in the mobile internet Era, different business models of mobile banking have been explored because of its outstanding application prospects. With commercial banks paying more attention to mobile banking, Mobile Bank＇s market position and role are more prominent. In view of the fact that the state-owned commercial banks are facing the strong impact of the joint-stock commercial banks and the third-party platform, this research analyzes mobile banking of the state-owned commercial banks based on game theory and Shapley value method. The results show that the disorderly competition of the state-owned commercial banks will lead to a rising cost in operating, under with horizontal coordination and cooperation strategy, the competitive relationship is transformed into co-opetition relation, this trend can increase market share of the state-owned commercial banks through the rational allocation of resources, improve profitability and achieve win-win situation, the result can provide theoretical reference for the current managers in decision-making.

关 键 词：手机银行 商业模式 竞合博弈 横向协调 SHAPLEY值 

分 类 号：F724[经济管理—产业经济]