The Study On The Development Of China's Electronic Money Based On Micro Perspective

The money has gone through several stages in its development process: barter, metallic money, paper money, etc. With the development of modern communication technology, a new concept of money, which is called electronic money, has entered our life. As the newest type of currency, electronic money is being used more and more widely since 1970s, and E-money to replace the traditional currency has become an inevitable trend in the future.The thesis will focus on the development of the e-money. On the basis of introducing the definition and characteristics of e-money and the network externalities theory, the thesis emphasizes the positive analysis of the behaviors of each individual related to the e-money including the electronic currency issuing company, the merchants and the consumers'behavior, and studies the factors which can affect the development of e-money through the cost-benefit analysis. Then it makes a regression analysis on the current development of bank card market, and concludes that bank card issuers pay more attention to the sharp increase in the number of consumers'holding cards than that of merchants, which has restricted further development of China's bank card industry. At last, the thesis conducts a contrastive analysis and positive analysis on the actuality of the e-money home and abroad, summarizes the advanced experience of the developed countries and the urgent problems that need to be solved in the development of e-money in our country, and puts forward some proposals for the developing of the e-money in our country. China should establish and improve relevant laws to provide guidance and norms for the development of e-money; e-money issuing company should speed up innovation in e-money; the electronic money receiving environment should be further improved; and marketing on consumers should be strengthened, so that more and more consumers will be encouraged into the use of e-money.