The Theoretical and Empirical Analysis on the Competition of Chinese Credit Card Market Based on Brand Economic Model of Effective Differentiation
提出有效差异化标准并构建品牌经济模型，证明品牌通过降低消费者选择成本使需求曲线倾斜和位移，增加消费者剩余、生产者剩余和社会福利，并实证分析中国信用卡市场的消费者行为和银行竞争。
In the paper the authors point out that Chinese credit card industry is now in the dilemma of failure of price competition and ineffective differentiation strategy.Therefore,the paper initially proposes the criteria of effective differentiation and builds up a brand economic model of effective product differentiation.It is proved that brand can make the demand curve tilt and relocation by effective reducing the cost of consumer choice. From the economic consequences,brand can increases in consumer surplus and producer surplus,as well as the whole social welfare.Based on the theoretical analysis,the paper also empirically analyzes the consumer behavior and competitive behavior of commercial banks in China's credit card market.Finally,some countermeasures of promoting the development of domestic credit card industry are put forward.