斯堪的納維亞地區(qū)銀行的銀行卡服務收費定價【外文翻譯】

1、<p><b>　　外文翻譯</b></p><p><b>　　原文</b></p><p>　　Pricing of card payment services in Scandinavian banking</p><p>　　Material Source:http://www.informaworld.

2、com/ Author:Magnus Willeson</p><p><b>　　Abstract</b></p><p>　　Pricing of card payment services includes many considerations of cost and revenue in an environment of changing payment

3、technology, network effects in two-sided markets and price bundling. This paper describes the consumer pricing methods for card payment services by Scandinavian banks and evaluates their explicit pricing methods. The mai

4、n findings suggest that Scandinavian banks in general are more interested in earning revenue from implicit prices than in encouraging the use of more cost effic</p><p>　　Keywords: payment pricing; debit card

5、; credit card; banking; Scandinavia</p><p>　　Introduction</p><p>　　This paper provides an overview of which pricing methods Scandinavian commercial banks apply on card payment services to consum

6、er customers. In addition, it distinguishes likely reasons for why the Scandinavian banks set prices differently depending on the environment in which they operate.</p><p>　　There are two empirical research

7、questions:</p><p>　　.Question 1: What pricing methods do Scandinavian banks apply on card payment services to consumer customers?</p><p>　　.Question 2: How can the varying environments in which

8、Scandinavian banks operate explain the variations in pricing methods applied?</p><p>　　Pricing methods applied by Scandinavian banks for card payments</p><p>　　The following sections provide an

9、overview of how Scandinavian banks price the card payment services they offer consumers. The survey focuses on the banks’ explicit prices, as implicit prices are less transparent and hard to identify and distinguish in p

10、ractice. It has been operationalised through a collection of pricing data from the card payment services at Scandinavian banks.6 Scandinavian banks are representatives for banks where a large share of electronic technolo

11、gies in payment methods ar</p><p>　　Scandinavian banks and their card payment services</p><p>　　A Scandinavian bank may be a commercial bank, a savings bank or a cooperative bank. All are involv

12、ed in the payment systems described in this paper. From a shareholder perspective, commercial banks are the only one of interest to analyse.7This means that the pricing objective of savings banks and cooperative banks wi

13、ll be biased because their main goals are usually different from maximising shareholder value or profits.</p><p>　　Scandinavian banks’ pricing of card payments to consumers</p><p>　　The most com

14、monly used card payment service in Scandinavian banking, the debit card, was priced mainly by an annual fee that was independent of the use of the card. This fee is categorised as a‘ fixed fee’(FIXED).In Table 3,we see t

15、hat 33 banks priced debit cards in this way and an additional 14 banks charged a fixed fee together with a transaction-based fee adopting a two-part(TWOPART)pricing strategy. No bank charged only a transaction fee(TRANSA

16、CTION).Only two banks applied implicit pricing m</p><p>　　Table3: consumer pricing methods of card payments and cash withdrawals applied by Scandinavian banks.</p><p>　　It can also be concluded

17、that the banks in various countries applied different pricing methods. Swedish and Finnish banks did not apply any kind of transaction-based fees on their debit cards. Instead they charged fixed (annual) fees. A majority

18、 of the Danish banks also charged annual fees, but in addition some banks applied a two-part pricing and some priced only implicitly. In contrast, there was a large percent of Icelandic and Norwegian banks that charged t

19、ransaction fees in two-part tariffs</p><p>　　A comparison of pricing methods for debit cards and credit cards shows that the banks’ pricing of credit cards relied less on transaction fees and more on implici

20、t prices than the banks’ pricing of debit cards. This may indicate that banks had higher interest in implicit pricing from their credit card services.</p><p>　　The absolute number of banks that charged fixed

21、 fees on their credit card corresponds to the number of debit cards priced in this way (Table 3).However, a higher proportion of the banks that provided credit card services charged a fixed fee compared with the banks th

22、at provided debit cards. Only two banks, both from Norway, considered pricing credit cards by a two-part tariff. A version of a transaction-based fee is to give discounts based on the card purchases. This was offered by

23、one Danish ba</p><p>　　Scandinavian banks’ pricing of cash withdrawals</p><p>　　Cash can be withdrawn manually from a deposit account over the counter (OTC), at a branch office or at an ATM that

24、 may either belong to the bank of the consumer or to another bank.10 Both debit cards and credit cards can provide the service of cash withdrawals at ATMs, but debit cards are the main alternative of the card payments in

25、 the Scandinavian market.</p><p>　　Table 3 shows, in addition to payment card pricing, the Scandinavian banks’ pricing of cash withdrawals. OTC withdrawals at branch offices were priced either implicitly thr

26、ough the deposit account (61%) or (spread out over the countries) by transaction fees (12%). This can be compared with withdrawals at ATMs, where 28%of the banks charged transaction fees. In addition, banks charged eithe

27、r implicit prices (3.5%) or fixed fees associated with the debit card (54%) for their pricing of ATMs. These</p><p>　　A majority of the 33(31+2) banks that did not charge transaction fees for ATMs in any way

28、 were situated in Sweden, Finland and Iceland. A pricing strategy for not using transaction fees existed also in Denmark and Norway, but banks in these two countries also relied on transaction fees on ATM withdrawals. In

29、 terms of pricing strategy, the banks that are described as using a fixed fee may be divided into three categories: First, 10 banks charged transaction fees when their customers use other ban</p><p>　　The ac

30、tivity for the banks’ ATM pricing can also be extended to the use of price incentives for using the ATMs more efficiently. In fact, more than half(12)of the price discriminating banks did not charge a transaction fee on

31、withdrawals at their own ATMs, but on withdrawals at other banks’ ATMs, which implies that Table 3 is not entirely complete. Ten of these banks are identified above and an additional two banks did not charge any fixed fe

32、e together with the transaction fee. A majority (10) o</p><p>　　The banks did also price discriminate depending on the time of the day the transactions were being made, or rather depending on opening hours o

33、f the branch offices. The presence of prices that varied over time consisted of nine Norwegian and Danish banks that charged transaction fees on withdrawals at their own ATMs, but not during office hours.</p><

34、p>　　Conclusion</p><p>　　This study contributes to the discussion on pricing of payment services by providing an overview of which pricing methods banks apply when pricing their card payment services to co

35、nsumers. The data collection was based on four categories of pricing methods applied by the Scandinavian banks in 2005.These categories depend on the visualisation of prices to consumers and if the pricing method is dire

36、ctly or indirectly related to the use of the payment service. The most interesting findings from the</p><p>　　The banks preferred charging fixed fees for their pricing of card payments. In addition, a relati

37、vely large share of the banks applied two-part pricing, i.e. a combination of a fixed fee and a transaction fee. A pure transaction fee was not charged by any bank. Implicit pricing methods were mainly applied for credit

38、 cards.</p><p>　　OTC Cash withdrawals at branch offices were usually free of charge. Banks put more emphasis on the pricing of ATMs, which included fees on transactions. In addition, many banks applied price

39、 discrimination in order to encourage more efficient use of, the ATMs. For instance, ATM withdrawals made at their own banks, and at other banks’ ATMs were distinguished.</p><p>　　One indication of differenc

40、es among prices was due to country-specific circum-stances. Internationally operating banks usually adopted a pricing strategy that was dominating in each foreign market.</p><p>　　The willingness of a bank t

41、o encourage use of the most efficient pricing method may be based on its application of transaction fees. Only few banks included transaction fees in their pricing method for card payments. However, the pricing methods b

42、anks adopted imply that they encouraged OTC withdrawals at branches instead of at ATMs.</p><p>　　Full-service banks charged transaction fees more frequently than niche banks did. This implies that full-servi

43、ce banks were more interested in encouraging cost efficiency on payment services. In fact, all banks that charged transaction fees on ATM withdrawals are full-service banks. Both credit cards and debit cards show the sam

44、e patterns, but not to the same extent. Another finding is that full-service banks provided debit cards whereas niche banks provided credit cards.</p><p><b>　　譯文</b></p><p>　　斯堪的納維亞地

45、區(qū)銀行的銀行卡服務收費定價</p><p>　　資料來源: http://www.informaworld.com/ 作者：馬格努斯.威爾森</p><p><b>　　摘要</b></p><p>　　銀行卡服務收費定價在付款技術，雙邊市場網(wǎng)絡效應和價格捆綁都不斷變化的環(huán)境下，需要對成本和收入做很多的考慮。本文介紹了斯堪的納維亞地

46、區(qū)銀行的銀行卡服務收費定價方法，并對其所采用的方法加以評價。主要調查結果表明該地區(qū)的銀行一般對賺取隱式價格收入更感興趣，對需要投入更多成本和高效技術的服務收取明確的交易費。然而，定價方法的應用可能會有所不同，這取決于各個銀行服務供應的多少。</p><p>　　關鍵字：支付定價；借記卡；信用；ATM；銀行；斯堪的納維亞</p><p><b>　　導言</b><

47、/p><p>　　本文概述了斯堪的納維亞商業(yè)銀行對消費者的銀行卡服務收費定價方法，此外，它價格設置方法和其所處的經營環(huán)境密切相關。有兩個實證研究問題：</p><p>　　問題一、斯堪的納維亞地區(qū)銀行對于消費者的服務定價方法是什么？</p><p>　　問題二、如何使不同經營環(huán)境中的各斯堪的納維亞地區(qū)銀行確定最適用的定價方法？</p><p>　

48、　斯堪的納維亞地區(qū)銀行的銀行卡服務定價方法</p><p>　　以下各節(jié)對斯堪的納維亞地區(qū)銀行給予消費者的銀行卡收費服務如何定價作簡要回顧。調查的重點是銀行的明確價格，隱含價格的透明度較低，在實際中很難以識別和區(qū)分。調查建立在斯堪的納維亞地區(qū)銀行的銀行卡支付服務的定價數(shù)據(jù)集的基礎上來實施。斯堪的納維亞地區(qū)銀行在將電子技術運用于付款方式方面占了很大的份額，是這一方式的代表，因此，那里的銀行對電子支付定價有相對較長的

49、傳統(tǒng)。</p><p>　　斯堪的納維亞地區(qū)銀行的銀行卡付款服務</p><p>　　斯堪的納維亞地區(qū)的銀行包括商業(yè)銀行、儲蓄銀行或合作的銀行，所有都參與了本文中介紹的支付系統(tǒng)。從股東的角度看，針對商業(yè)銀行的分析是最為感興趣的。這意味著與儲蓄銀行和合作銀行的定價目標有點偏離，因為儲蓄銀行和合作銀行的主要目標通常與商業(yè)銀行的以股東價值或利潤最大化不同。</p><p>

50、;　　斯堪的納維亞地區(qū)銀行對消費者的銀行卡服務定價</p><p>　　最常用的斯堪的納維亞銀行卡為借記卡，其支付服務的定價主要為年費，這是與該卡的使用無關的費用。此費用歸類為“固定費用”（固定）。（見表3），33個銀行的借記卡以此種這種方式定價，另外14家銀行采取由固定費用和交易費用相結合的（兩部分）定價策略。沒有銀行只收取交易費（交易）。只有兩個銀行執(zhí)行隱式的定價方法（隱式）。若該銀行描述了其浮動價格報價單的

51、情況，它通常是處于消費者方面的原因。關于隱性的利益，多數(shù)銀行在儲蓄帳戶上提供一個比市場利率較低的利率。此外，隱利率有時表現(xiàn)為相對邊緣的市場利率。例如，表示為針對消費者存款帳戶余額取決于一系列步驟的利潤。</p><p>　　表3 斯堪的納維亞地區(qū)57家銀行對消費者的銀行卡支付和提取現(xiàn)金的定價標準</p><p>　　可以得出結論是，不同國家的銀行采用不同的定價方法。瑞典和芬蘭的銀行對他們的

52、借記卡種類沒有設置任何以交易為基礎的收費，而是每年收取固定年費。丹麥的大多數(shù)銀行計收年費，也有一些銀行結合兩部分費用定價，一些銀行采用隱式定價。與此都不同的是冰島和挪威的很大比重的銀行對交易費計收兩部分費（分別是100%和75%）。</p><p>　　借記卡和信用卡的定價方法的比較中顯示，銀行的信用卡比借記卡在定價上更側重于交易費而非隱式收費。這可能表明銀行了高額利息中隱式的定價，從他們的信用卡服務。</

53、p><p>　　絕大多數(shù)的銀行對信用卡收取固定費用的情況與相應借記卡的情況對應（見表3）。然而，提供信用卡服務收取固定費用的銀行的占比比提供借記卡的高。只有挪威的兩家銀行，認為信用卡定價由兩部分收費標準組成。交易費可通過刷卡消費予以折扣優(yōu)惠。這是丹麥的一個銀行所提供的。所描述的以信用卡非交易為基礎的定價方法是不斷增強的趨勢，銀行在較大程度上，對消費者收取隱式的價格費用。數(shù)據(jù)顯示，只有丹麥，芬蘭和冰島的銀行對信用卡收取

54、固定費用，而挪威和瑞典的銀行一般很少采用顯式的價格。</p><p>　　斯堪的納維亞地區(qū)銀行提取現(xiàn)金定價</p><p>　　現(xiàn)金可以通過柜臺交易提取，銀行網(wǎng)點里的ATM有可能屬于另一家銀行所有。借記卡和信用卡都可通過ATM機來提取現(xiàn)金，在斯堪的納維亞地區(qū)借記卡是卡支付的主要選擇。</p><p>　　表3除了顯示銀行卡定價外，還顯示了斯堪的納維亞地區(qū)銀行提取現(xiàn)金

55、的資費標準。分、支行柜臺取現(xiàn)通過儲蓄賬戶隱式收費（61%的銀行）或者通過收取交易費（12%的銀行）。ATM機上取款也類似，有28%的銀行需收取交易費。此外，也有收取隱式價格（3.5%的銀行）或者收取與借記卡相關聯(lián)的卡本身固定費用（54%的銀行）作為ATM取款定價。這些發(fā)現(xiàn)印證了一個觀點銀行相對于客戶在分支機構取款應該更多鼓勵使用ATM取款。從這個觀點來看，銀行事實上更鼓勵柜臺交易取款方式（盡管在ATM機取款不能視為不提倡）</p&

56、gt;<p>　　位于瑞士、芬蘭和冰島的33家銀行（33+2家）中的絕大多數(shù)并不對ATM收取任何方式的交易費。丹麥和挪威也存在不收取交易費的定價策略，但這兩個國家對ATM取現(xiàn)仍要收取相應交易手續(xù)費。在定價策略上，被描述為使用固定費用的銀行可進一步分為三類：第一，10家銀行對他們的客戶發(fā)生跨行ATM機取款收取交易費。第二，4家對ATM取款不收取任何費用，但這幾家銀行同時未對他們的ATM機進行任何投資。第三，17家銀行對客戶無

57、論是跨行取款或者是同行取款都不收取費用。</p><p>　　價格激勵機制也可擴展到銀行ATM機定價行為中，進而提高ATM機的有效使用率。事實上，超過半數(shù)的銀行對本行ATM機取款不收取交易費，但對跨行取款收取交易費，這意味著，表3還沒有完全反映收費現(xiàn)狀。10家前文已討論過的銀行和除此之外還有兩家銀行不收取任何固定費用或交易費用。16家銀行中的絕大部分（10家銀行）對ATM跨行取款和同行取款采取不同的收費標準，通過

58、設定不同的定價以便對在他行ATM機上取款的情形收取更高資費。其他6家銀行則不對跨行或本行采取差別定價?？傊?，45%的銀行（49家中有22家）發(fā)行借記卡并對ATM機取款依據(jù)消費者具體的取款方式采取差別定價，57%的銀行（28家銀行）對任何類型的ATM機取款收取交易費。</p><p>　　銀行還對每天做出的不同時間段的交易內容進行差別定價，或者取決于各分支機構的營業(yè)時間。隨時間變化而差別定價的銀行包括挪威和丹麥的9

59、家銀行，對在非營業(yè)時段里發(fā)生的同行ATM機取款收取交易費。</p><p><b>　　結論：</b></p><p>　　這項研究通過對銀行應用于消費者的銀行卡服務收費定價方法的概述，有助于進一步探討銀行的服務收費定價。數(shù)據(jù)是基于2005年斯堪的納維亞地區(qū)的銀行所采用的四種類別的定價方法所收集的。這些分類以消費者的各可視化價格為依據(jù)，并且定價方法直接或間接得與收費服

60、務的使用有關。從實證分析中得到的最有趣的結論如下：</p><p>　　銀行對銀行卡的定價中首先傾向于收取固定費用。此外，相當比重的銀行采取兩部分定價的方法，即為固定費用和交易手續(xù)費相結合的方法。沒有一家銀行是只收取純粹的交易費。隱式的定價方法主要被用于信用卡收費中。</p><p>　　在銀行各分支機構通過柜臺提取現(xiàn)金往往是免費的。銀行更側重對使用ATM機取款的收費，其中包括交易手續(xù)費及

61、。此外，許多銀行通過差別定價的方法來鼓勵更有效地使用ATM機。例如，在本行取款和在他行取款的手續(xù)費是不相同的。</p><p>　　定價以各國家的具體情況不同而存在差別。國際性銀行往往采用一種在國際市場上占主導地位的定價方法。</p><p>　　一家銀行鼓勵采用何種最有效的定價方法的意愿是基于其交易手續(xù)費的應用。只有少數(shù)銀行將交易費列入其信用卡的服務收費定價中。然而，銀行所采用的定價方法

62、暗示了這些銀行更鼓勵使用在銀行分支機構的柜臺取現(xiàn)而非使用ATM來取款。</p><p>　　采取全方位服務營銷戰(zhàn)略的銀行往往比采取利基市場戰(zhàn)略的銀行在收取交易費方面更普遍。這意味著，提供全方位服務的銀行對收費服務的成本效益更感興趣。事實上，所有對ATM機取現(xiàn)收取交易費的銀行全都是全方位服務銀行。信用卡和借記卡表現(xiàn)出同樣的收費模式，但收費標準高低不同。另一個發(fā)現(xiàn)是，定位于全方位服務的銀行提供借記卡，而利基銀行提供的