CAJ | 학술논문

在互联网金融创新冲击下，传统金融机构纷纷进行互联网化，很多商业银行悄然进军电子商务领域以对抗互联网电商巨头对金融业务的蚕食。运用博弈论分析金融互联网下商业银行涉水电子商务的动机及竞争的短期均衡状态。出于个体理性，银行在电商化行动中的占优策略是（进入，进入），电商促销活动的短期纳什均衡策略是（进行，进行）。并采用仿真方法模拟银行对电商化及其促销活动的反应以及产生的均衡结果，进一步说明了银行选择电商化策略的必然性，最后得出短期竞争均衡是各商业银行电商化投资存在过度竞争并将处于亏损状态。
재호련망금융창신충격하，전통금융궤구분분진행호련망화，흔다상업은행초연진군전자상무영역이대항호련망전상거두대금융업무적잠식。운용박혁론분석금융호련망하상업은행섭수전자상무적동궤급경쟁적단기균형상태。출우개체이성，은행재전상화행동중적점우책략시（진입，진입），전상촉소활동적단기납십균형책략시（진행，진행）。병채용방진방법모의은행대전상화급기촉소활동적반응이급산생적균형결과，진일보설명료은행선택전상화책략적필연성，최후득출단기경쟁균형시각상업은행전상화투자존재과도경쟁병장처우우손상태。
Under the impact of internet financial innovation, traditional financial institutions made use of the In- ternet, and many commercial banks quietly entered the e-commerce in order to prevent oligarchs from eroding finan- cial services market. The authors analyze the motions and short-term competitive equilibrium of Commercial Bank involved in E-commerce under finance internet with game theory. For individual rationality, the dominant strategy of banks in the E-commerce is（ enter, enter）and short-term Nash equilibrium strategy of banks in the promotional ac- tivities of E-commerce is（conduct,conduct）. Then the authors simulate reaction and equilibrium of banks involved into E-commerce and promotional activities, which illustrates necessity of banks involved into E-commerce, and con- cludes that short-term competitive equilibrium of banks about E-commerce investment is excessive competition and in a loss status.