当前支付机构可以从线上线下两个渠道为支付市场两端的用户提供 账户间的资金转移服务。虽然不同渠道为市场两边用户提供的服务均为 内容相同的账户间资金转移，但我国当前存在线上线下渠道在实际价格 和定价机制分离的现象。本文对我国支付市场定价现状进行分析，发现 线上线下支付市场存在实际执行的商户手续费价格线上显著低于线下和 定价机制线上完全由市场参与各方协商制定、线下由政府进行指导控制 的分离现象。本文从O2O商业模式快速发展、智能移动终端模糊线上线 下场景、支付安全技术降低线上交易风险、网联成立和备付金集中存管 改变线上清算模式、用户养成使用手机APP习惯等角度论证了线上线下 支付价格将趋于一致，定价机制将统一为完全由市场主体自行定价。本 文最后基于SWOT分析方法得出银联面对统一定价后的内部具有定价体 系成熟且价格变更后落实执行力强的优势，具有互联网用户规模和用户 粘性显著低于竞争对手的劣势，有采用更灵活定价策略的外部机会，有 收入下降和可能出现潜在新竞争对手的外部威胁，最终结合比较分析和 平台经济学知识建议银联采用扭转型和多元化应对策略，提出扩大品牌 费收取范围、基于境外发卡量增长提高跨境网络手续费率、集中资源发 展银行卡管理和人到人转账两类线上支付服务的应对策略建议。 关键词：线上线下，支付，银行卡，价格，定价 ON-LINE AND OFF-LINE UNIFIED PRICING AND UNIONPAY'S COUNTERMEASURE RESEARCH ABSTRACT At present, Payment institutions can provide funds transfer services between accounts for users at both ends of the payment market through online and offline channels. Although the services provided by different channels to users on both sides of the market are inter-account funds transfer with the same content, there is a phenomenon that online and offline channels are separated from the actual price and pricing mechanism in China. Based on the analysis of the current pricing situation in China's payment market, this paper finds that there exists a separation phenomenon in the online and offline payment market, in which the actual price of merchant fees is significantly lower than the offline price and the pricing mechanism is established by all parties involved in the market through consultation and under the guidance and control of the government. This paper demonstrates that the online and offline payment price will converge from the perspectives of the rapid development of the business model of O2 O, the blurred scenario of intelligent mobile terminals, the reduction of online transaction risk by payment security technology, the establishment of the Internet Federation and the change of online clearing mode by centralized deposit management of reserve funds, and users'habit of using mobile phone APP. Finally, based on SWOT analysis method, this paper draws a conclusion that UnionPay has the advantages of mature pricing system and strong execution ability after price changes. It has the disadvantage that the size of Internet users and user stickiness are significantly lower than competitors. It also has the external opportunities to adopt more flexible pricing strategies. It also has the external threats of declining revenue and potential new competitors. Combining with comparative analysis and platform economics knowledge, the paper suggests that UnionPay adopt the strategy of reversal and diversification, and puts forward two types of online payment services: expanding the scope of brand fee collection, increasing cross-border network service fee rate based on the growth of overseas card issuance, concentrating resources to develop bank card management and people-to-people transfer. KEY WORDS: Online, Offline, Payment, Bank Card, Price, Pricing 目 录 第一章 绪论 ............................................................................................................................................. 1 1.1 研究背景和研究意义 ............................................................................................................... 1 1.2 相关理论和研究成果 ............................................................................................................... 2 1.3 研究方法 ................................................................................................................................... 4 第二章 国内支付市场定价现状 ............................................................................................................. 5 2.1 线下支付市场价格现状 ........................................................................................................... 5 2.1.1 线下支付市场参与主体费用关系 ................................................................................... 5 2.1.2 线下支付市场价格现状 ................................................................................................... 7 2.2 线上支付市场价格现状 ........................................................................................................... 9 2.2.1 线上支付市场参与主体费用关系 ................................................................................... 9 2.2.2 线上支付市场价格现状 ................................................................................................. 10 第三章 线上线下统一定价前景分析 ................................................................................................... 14 3.1 PEST分析 .............................................................................................................................. 14 3.1.1 技术因素 ......................................................................................................................... 14 3.1.2 社会因素 ......................................................................................................................... 16 3.1.3 经济因素 ......................................................................................................................... 17 3.1.4 政策因素 ......................................................................................................................... 19 3.2 线上线下定价统一的具体形式 ............................................................................................. 24 第四章 银联SWOT分析 ..................................................................................................................... 26 4.1 优势 ......................................................................................................................................... 26 4.2 劣势 ......................................................................................................................................... 26 4.2.1 银联互联网用户规模和用户粘性不足 ......................................................................... 26 4.2.2 技术改造较为耗时 ......................................................................................................... 27 4.3 机会 ......................................................................................................................................... 28 4.4 威胁 ......................................................................................................................................... 29 4.4.1 银联收入将下降 ............................................................................................................. 29 4.4.2 网联可能成为潜在竞争对手 ......................................................................................... 33 第五章 银联应对策略 ........................................................................................................................... 35 5.1 银联应对策略选择 ................................................................................................................. 35 5.1.1 SWOT矩阵 ........................................................................................................................ 35 5.1.2 策略选择 ......................................................................................................................... 36 5.2 多元化策略 ............................................................................................................................. 37 5.2.1 业务类型的选择 ..........................................................................