市场微结构Market Microstructure

市场微结构Market Microstructure
市场微结构Market Microstructure

Market Microstructure

Hans R. Stoll

Owen Graduate School of Management

Vanderbilt University

Nashville, TN 37203

Hans.Stoll@https://www.360docs.net/doc/5e7318219.html,

Financial Markets Research Center

Working paper Nr. 01- 16

First draft: July 3, 2001

This version: May 6, 2002

For Handbook of the Economics of Finance

Market Microstructure

Hans R. Stoll

Abstract

The field of market microstructure deals with the costs of providing transaction services and with the impact of such costs on the short run behavior of securities prices. Costs are reflected in the bid-ask spread (and related measures) and commissions. The focus of this chapter is on the determinants of the spread rather than on commissions. After an introduction to markets, traders and the trading process, I review the theory of the bid-ask spread in section II and examine the implications of the spread for the short run behavior of prices in section III. In section IV, the empirical evidence on the magnitude and nature of trading costs is summarized, and inferences are drawn about the importance of various sources of the spread. Price impacts of trading from block trades, from herding or from other sources, are considered in section V. Issues in the design of a trading market, such as the functioning of call versus continuous markets and of dealer versus auction markets, are examined in section VI. Even casual observers of markets have undoubtedly noted the surprising pace at which new trading markets are being established even as others merge. Section VII briefly surveys recent developments in U.S securities markets and considers the forces leading to centralization of trading in a single market versus the forces leading to multiple markets. Most of this chapter deals with the microstructure of equities markets. In section VIII, the microstructure of other markets is considered. Section IX provides a brief discussion of the implications of microstructure for asset pricing. Section X concludes.

Market Microstructure

Hans R. Stoll

Market microstructure deals with the purest form of financial intermediation -- the trading of a financial asset, such as a stock or a bond. In a trading market, assets are not transformed (as they are, for exam ple, by banks that transform deposits into loans) but are simply transferred from one investor to another. The financial intermediation service provided by a market, first described by Demsetz (1968) is immediacy. An investor who wishes to trade immediately – a demander of immediacy – does so by placing a market order to trade at the best available price – the bid price if selling or the ask price if buying. Bid and ask prices are established by suppliers of immediacy. Depending on the market design, suppliers of immediacy may be professional dealers that quote bid and ask prices or investors that place limit orders, or some combination.

Investors are involved in three different markets – the market for information, the market for securities and the market for transaction services. Market microstructure deals primarily with the market for transaction services and with the price of those services as reflected in the bid-ask spread and commissions. The market for securities deals with the determination of securities prices. The literature on asset pricing often assumes that markets operate without cost and without friction whereas the essence of market microstructure research is the analysis of trading costs and market frictions. The market for information deals with the supply and demand of information, including the incentives of securities analysts and the adequacy of information. This market, while conceptually separate, is closely linked to the market for transaction services since the difficulty and cost of a trade depends on the information possessed by the participants in the trade.

Elements in a market are the investors who are the ultimate demanders and suppliers of immediacy, the brokers and dealers who facilitate trading, and the market facility within which trading takes place. Investors include individual investors and institutional investors such as pension plans and mutual funds. Brokers are of two types: upstairs brokers, who deal with investors, and downstairs brokers, who help process transactions on a trading floor. Brokers are agents and are paid by a commission. Dealers

trade for their own accounts as principals and earn revenues from the difference between their buying and selling prices. Dealers are at the heart of most organized markets. The NYSE (New York Stock Exchange) specialist and the Nasdaq (National Association of Securities Dealers Automated Quotation) market makers are dealers who maintain liquidity by trading with brokers representing public customers. Bond markets and currency m arkets rely heavily on dealers to post quotes and maintain liquidity.

The basic function of a market – to bring buyers and sellers together -- has changed little over time, but the market facility within which trading takes place has been greatly influenced by technology. In 1792, when the New York Stock Exchange was founded by 24 brokers, the market facility was the buttonwood tree under which they stood. Today the market facility, be it the NYSE, Nasdaq or one of the new electronic markets, is a series of high-speed communications links and computers through which the large majority of trades are executed with little or no human intervention. Investors may enter orders on-line, have them routed automatically to a trading location and executed against standing orders entered earlier, and automatically sent for clearing and settlement. Technology is changing the relationship among investors, brokers and dealers and the facility through which they interact.

Traditional exchanges are membership organizations for the participating brokers and dealers. New markets are computer communications and trading systems that have no members and that are for-profit businesses, capable in principal of operating without brokers and dealers. Thus while the function of markets – to provide liquidity to investors – will become increasingly important as markets around the world develop, the exact way in which markets operate will undoubtedly change.

The field of market microstructure deals with the costs of providing transaction services and with the impact of such costs on the short run behavior of securities prices. Costs are reflected in the bid-ask spread (and related measures) and commissions. The focus of this chapter is on the determinants of the spread rather than on commissions. After an introduction to markets, traders and the trading process, I review the theory of the bid-ask spread in section II and examine the implications of the spread for the short run behavior of prices in section III. In section IV, the empirical evidence on the magnitude and nature of trading costs is summarized, and inferences are drawn about the

importance of various sources of the spread. Price impacts of trading from block trades, from herding or from other sources, are considered in section V. Issues in the design of a trading market, such as the functioning of call versus continuous markets and of dealer versus auction markets, are examined in section VI. Even casual observers of markets have undoubtedly noted the surprising pace at which new trading markets are being established even as others merge. Section VII briefly surveys recent developments in U.S securities markets and considers the forces leading to centralization of trading in a single market versus the forces leading to multiple markets. Most of this chapter deals with the microstructure of equities markets. In section VIII, the microstructure of other markets is considered. Section IX provides a brief discussion of the implications of microstructure for asset pricing. Section X concludes.1

I.Markets, traders and the trading process.

I.A. Types of markets.

It is useful to distinguish major types of market structures, although most real-world markets are a mixture of market types. An important distinction is between auction and dealer markets. A pure auction market is one in which investors (usually represented by a broker) trade directly with each other without the intervention of dealers. A call auction market takes place at specific times when the security is called for trading. In a call auction, investors place orders – prices and quantities – which are traded at a specific time according to specific rules, usually at a single market clearing price. For example, the NYSE opens with a kind of call auction market in which the clearing price is set to maximize the volume of trade at the opening.

While many markets, including the NYSE and the continental European markets, had their start as call auction markets, such markets have become continuous auction markets as volume has increased. In a continuous auction market, investors trade against resting orders placed earlier by other investors and against the “crowd” of floor brokers. Continuous auction markets have two-sides: Investors, who wish to sell, trade at the bid

1 For other overviews of the field of market microstructure, see Madhavan (2000), the chapter in this volume by Easley and O’Hara, and O’Hara (1995).

price established by resting buy orders or at prices in the “crowd,” and investors, who wish to buy, trade at the asking price established by resting sell orders or at prices in the “crowd.” The NYSE is said to be a continuous auction market with a “crowd”. Electronic markets are continuous auction markets without a “crowd.”

A pure dealer market is one in which dealers post bids and offers at which public investors can trade. The investor cannot trade directly with another investor but must buy at the dealers ask and sell at the dealers bid. Bond markets and currency markets are dealer markets. The Nasdaq Stock Market started as a pure dealer market, although it now has many features of an auction market because investors can enter resting orders that are displayed to other investors.

Dealer markets are physically dispersed and trading is conducted by telephone and computer. By contrast, auction markets have typically convened at a particular location such as the floor of an exchange. With improvements in communications technology, the distinction between auction and dealer markets has lessened. Physical centralization of trading on an exchange floor is no longer necessary. The purest auction market is not the NYSE, but an electronic market (such as Island or the Paris Bourse) that takes place in a computer. The NYSE, in fact is a mixed auction/dealer market because the NYSE specialist trades for his own account to maintain liquidity in his assigned stocks. The Nasdaq Stock market is in fact also a mixed dealer/auction market because public orders are displayed and may be executed against incoming orders.

I.B. Types of orders

The two principal types of orders are a market order and a limit order. A market order directs the broker to trade immediately at the best price available. A limit order to buy sets a maximum price that will be paid, and a limit order to sell sets a minimum price that will be accepted. In a centralized continuous auction market, the best limit order to buy and the best limit order to sell (the top of the book) establish the market, and the quantities at those prices represent the depth of the market. Trading takes place as incoming market orders trade with the best posted limit orders. In traditional markets, dealers and brokers on the floor may intervene in this process. In electronic markets the process is fully automated.

In a pure dealer market, limit orders are not displayed but are held by the dealer to whom they are sent, and market orders trade at the dealers bid or ask, not with the limit orders. In some cases, such as Nasdaq before the reforms of the mid 1990s, a limit order to buy only executes if the dealer’s ask falls to the level of the limit price. For example suppose the dealer’s bid and ask are 20 to 20 ? , and suppose the dealer holds a limit order to buy at 20 1/8. Incoming sell market orders would trade at 20, the dealer bid, not at 20 1/8, the limit order. The limit order to buy would trade only when the ask price fell to 20 1/8. Nasdaq rules have been modified to require that the dealer trade customer limit orders at the same or better price before trading for his own account (Manning Rule), and to require the display of limit orders (the SEC’s order handling rules of 1997).

Orders may also be distinguished by size. Small and medium orders usually follow the standard process for executing trades. Large orders, on the other hand, often require special handling. Large orders may be “worked” by a broker over the course of the day. The broker uses discretion when and how to trade segme nts of the order. Large orders may be traded in blocks. Block trades are often pre-negotiated “upstairs” by a broker who has identified both sides of the trade. The trade is brought to a trading floor, as required by exchange rules and executed at the pre-arranged prices. The exchange specifies the rules for executing resting limit orders.

I.C. Types of traders

Traders in markets may be classified in a variety of ways.

Active versus passive

Some traders are active (and normally employ market orders), while others are passive (and normally employ limit orders). Active traders demand immediacy and push prices in the direction of their trading, whereas passive traders supply immediacy and stabilize prices. Dealers are typically passive traders. Passive traders tend to earn profits from active traders.

Liquidity versus informed

Liquidity traders trade to smooth consumption or to adjust the risk-return profiles of their portfolios. They buy stocks if they have excess cash or have become more risk tolerant, and they sell stocks if the need cash or have become less risk tolerant. Informed

traders trade on private information about an asset’s value. Liquidity traders tend to trade portfolios, whereas informed traders tend to trade the specific asset in which they have private information. Liquidity traders lose if they trade with informed traders. Consequently they seek to identify the counterparty. Informed traders, on the other hand, seek to hide their identity. Many models of market microstructure involve the interaction of informed and liquidity traders.

Individual versus institutional

Institutional investors – pension funds, mutual funds, foundations and endowments – are the dominant actors in stock and bond markets. They hold and manage the majority of assets and account for the bulk of share volume. They tend to trade in larger quantities and face special problems in minimizing trading costs and in benefiting from any private information. Individual investors trade in smaller amounts and account for the bulk of trades. The structure of markets must accommodate these very different players. Institutions may wish to cross a block of 100,000 shares into a market where the typical trade is for 3,000 shares. Markets must develop efficient ways to handle the large flow of relatively small orders while at the same time accommodating the needs of large investors to negotiate large transactions.

Public versus professional

Public traders trade by placing an order with a broker. Professional traders trade for their own accounts as market makers or floor traders and in that process provide liquidity. Computers and high speed communications technology have changed the relative position of public and professional traders. Public traders can often trade as quickly from upstairs terminals (supplied to them by brokers) as professional traders can trade from their terminals located in offices or on an exchange floor. Regulators have drawn a distinction between professional and public traders and have imposed obligations on professional traders. Market makers have an affirmative obligation to maintain fair and orderly markets, and they are obligated to post firm quotes. However, as the distinction between a day trader trading from an upstairs terminal and a floor trader becomes less clear, the appropriate regulatory policy becomes more difficult.

I.D. Rules of precedence

Markets specify the order in which resting limit orders and/or dealer quotes execute against incoming market orders. A typical rule is to give first priority to orders with the best price and secondary priority to the order posted first at a given price. Most markets adhere to price priority, but many modify secondary priority rules to accommodate large transactions. Suppose there are two resting orders at a bid price of $40. Order one is for 2,000 shares and has time priority over order two, which is for 10,000 shares. A market may choose to allow an incoming market order for 10,000 shares to trade with resting order two rather than break up the order into multiple trades. Even price priority is sometimes difficult to maintain, particularly when different markets are involved. Suppose the seller of the 10,000 shares can only find a buyer for the entire amount at $39.90, and trades at that price. Such a trade would “trade-through” the $40 price of order one for 2,000 shares. Within a given market, such trade-throughs are normally prohibited – the resting limit order at $40 must trade before the trade at $39.90. In a dealer market, like Nasdaq, where each dealer can be viewed as a separate market, a dealer may not trade through the price of any limit order he holds, but he may trade through the price of a limit order held by another dealer. When there are many competing markets each with its own rules of precedence, there is no requirement that rules of precedence apply across markets. Price priority will tend to rule because market orders will seek out the best price, but time priority at each price need not be satisfied across markets.

The working of rules of precedence is closely tied to the tick size, the minimum allowable price variation. As Harris (1991) first pointed out, time priority is meaningless if the tick size is very small. Suppose an investor places a limit order to buy 1000 shares at $40. If the tick size is $0.01, a dealer or another trader can step in front with a bid of 40.01 – a total cost of only $10. On the other hand, the limit order faces the danger of being “picked off” should new information warrant a lower price. If the tick size were $0.10, the cost of stepping in front of the investor’s limit order would be greater ($100). The investor trades off the price of buying immediately at the current ask price, say $40.20, against giving up immediacy in the hope of getting a better price with the limit order at $40. By placing a limit order the investor supplies liquidity to the market. The

smaller tick size reduces the incentive to place limit orders and hence adversely affects liquidity.

Price matching and payment for order flow are other features of today’s markets related to rules of precedence. Price matching occurs when market makers in a satellite market promise to match the best price in the central market for orders sent to them rather than to the central market. The retail broker usually decides which market maker receives the order flow. Not only is the broker not charged a fee, he typically receives a payment (of one to two cents a share) from the market maker. Price matching and payment for order flow are usually bilateral arrangements between a market making firm and a retail brokerage firm. Price matching violates time priority: When orders are sent to a price matching dealer, they are not sent to the market that first posted the best price. Consequently the incentive to post limit orders is reduced because the limit order may be stranded. Similarly, the incentive of dealers to post good quotes is eliminated if price matching is pervasive: A dealer who quotes a better price is unable to attract additional orders because orders are preferenced to other dealers who match the price.

I.E. The trading process

The elements of the trading process may be divided into four components – information, order routing, execution, and clearing. First, a market provides information about past prices and current quotes. Earlier in its history, the NYSE jealously guarded ownership of its prices, making data available only to its members or licensed recipients. But today transaction prices and quotes are disseminated in real-time over a consolidated trade system (CTS) and a consolidated quote system (CQS). Each exchange participating in these systems receives tape revenue for the prices and quotes it disseminates. The real-time dissemination of these prices makes all markets more transparent and allows investors to determine which markets have the best prices, thereby enhancing competition.

Second, a mechanism for routing orders is required. Today brokers take orders and route them to an exchange or other market center. For example, the bulk of orders sent to the NYSE are sent via DOT (Designated Turnaround System), an electronic system that sends an order directly to the specialist. Retail brokers establish procedures

for routing orders and may route orders in return for payments. Orders may not have the option of being routed to every trading center and may therefore have difficulty in trading at the best price. Central to discussions about a national market system, is the mechanism for routing orders among different market centers, and the rules, if any, that regulators should establish.

The third phase of the trading process is execution. In today’s automated world this seems a simple matter of matching an incoming market order with a resting quote. However this step is surprisingly complex and contentious. Dealers are reluctant to execute orders automatically because they fear being “picked off” by speedy and informed traders, who have better information. Instead, they prefer to delay execution, if even for only 15 seconds, to determine if any information or additional trades arrive. Automated execution systems have been exploited by speedy customers to the disadvantage of dealers. Indeed, as trading becomes automated the distinction between dealers and customers decreases because customers can get nearly as close to “the action” as dealers.

A less controversial but no less important phase of the trading process is clearing and settlement. Clearing involves the comparison of transactions between buying and selling brokers. These comparisons are made daily. Settlement in U.S. equities markets takes place on day t+3, and is done electronically by book entry transfer of ownership of securities and cash payment of net amounts to the clearing entity.

II.Microstructure theory – determinants of the bid-ask spread.

Continuous markets are characterized by the bid and ask prices at which trades can take place. The bid-ask spread reflects the difference between what active buyers must pay and what active sellers receive. It is an indicator of the cost of trading and the illiquidity of a market. Alternatively, illiquidity could be measured by the time it takes optimally to trade a given quantity of an asset [Lippman and McCall (1986)]. The two approaches converge because the bid-ask spread can be viewed as the amount paid to someone else (i.e. the dealer) to take on the unwanted position and dispose of it optimally. Our focus is on the bid-ask spread. Bid-ask spreads vary widely. In inactive markets – for example, the real estate market – the spread can be wide. A house could be

offered at $500,000 with the highest bid at $450,000. On the other hand the spread for an actively traded stock is today often less than 10 cents per share. A central issue in the field of microstructure is what determines the bid-ask spread and its variation across securities.

Several factors determine the bid-ask spread in a security. First, suppliers of liquidity, such as the dealers who maintain continuity of markets, incur order handling costs for which they must be compensated. These costs include the costs of labor and capital needed to provide quote information, order routing, execution, and clearing. In a market without dealers, where limit orders make the spread, order handling costs are likely to be smaller than in a market where professional dealers earn a living. Second the spread may reflect non competitive pricing. For example, market makers may have agreements to raise spreads or may adopt rules, such as a minimum tick size, to increase spreads. Third, suppliers of immediacy, who buy at the bid or sell at the ask, assume inventory risk for which they must be compensated. Fourth, placing a bid or an ask grants an option to the rest of the market to trade on the basis of new information before the bid or ask can be changed to reflect the new information. Consequently the bid and ask must deviate from the consensus price to reflect the cost of such an option. A fifth factor has received the most attention in the microstructure literature; namely the effect of asymmetric information. If some investors are better informed than others, the person who places a firm quote (bid or ask) loses to investors with superior information.

The factors determining spreads are not mutually exclusive. All may be present at the same time. The three factors related to uncertainty – inventory risk, option effect and asymmetric information – may be distinguished as follows. The inventory effect arises because of possible adverse public information after the trade in which inventory is acquired. The expected value of such information is zero, but uncertainty imposes inventory risk for which suppliers of immediacy must be compensated. The option effect arises because of adverse public information before the trade and the inability to adjust the quote. The option effect really results from an inability to monitor and immediately change resting quotes. The adverse selection effect arises because of the presence of private information before the trade, which is revealed sometime after the trade. The information effect arises because some traders have superior information.

The sources of the bid-ask spread may also be compared in terms of the services provided and the resources used. One view of the spread is that it reflects the cost of the services provided by liquidity suppliers. Liquidity suppliers process orders, bear inventory risk, using up real resources. Another view of the spread is that it is

compensation for losses to informed traders. This informational view of the spread implies that informed investors gain from uninformed, but it does not imply that any services are provided or that any real resources are being used.

Let us discuss in more detail the three factors that have received most attention in the microstructure literature – inventory risk, free trading option, and asymmetric information.

II.A. Inventory risk Suppliers of immediacy that post bid and ask prices stand ready take on inventory and to assume the risk associated with holding inventory. If a dealer buys 5000 shares at the bid, she risks a drop in the price and a loss on the inventory position. An investor posting a limit order to sell 1000 shares at the ask faces the risk that the stock he is trying to sell with the limit order will fall in price before the limit order is executed. In order to take the risk associated with the limit order, the ask price must be above the bid price at which he could immediately sell by enough to offset the inventory risk. Inventory risk was first examined theoretically in Garman (1976), Stoll (1978a), Amihud and

Mendelson (1980), Ho and Stoll (1981, 1983). This discussion follows Stoll (1978a).

To model the spread arising from inventory risk, consider the determination of a dealer’s bid price. The bid price must be set at a discount below the consensus value of the stock to compensate for inventory risk. Let P be the consensus price, let P b be the bid price, and let C be the dollar discount on a trade of Q dollars. The proportional discount

of the bid price from the consensus stock price, P , is b P P C c P Q

?=≡ . The problem is to derive C or equivalently, c . This can done by solving the dealer’s portfolio problem. Let the terminal wealth of the dealer’s optimal portfolio in the absence of making markets be °W

. The dealer’s terminal wealth if he stands ready to buy Q dollars of stock at a discount of C dollars is °(1)(1)()f W

r Q r Q C ++?+?%, where r % is the return on the stock

purchased and r f is the cost of borrowing the funds to buy the stock.2 The minimum

discount that the dealer would set is such that the expected utility of the optimal portfolio without buying the stock equals the expected utility of the portfolio with the unwanted inventory:

°°[][(1)(1)()]f EU W EU W r Q r Q C =++?+?%. (1)

Applying a Taylor series expansion to both sides, taking expectations, assuming r f is small enough to be ignored, and solving for c=C/Q , yields 2120z c Q W σ= (2)

where z is the dealer’s coefficient of relative risk aversion, W 0 is the dealer’s initial

wealth, σ2 is the variance of return of the stock. The bid price for depth of Q dollars must be below the consensus stock value by the proportion c to compensate the dealer for his inventory costs. These costs arise because the dealer loses diversification and because he assumes a level of risk that is inconsistent with his preferences. The discount of the bid price is greater the greater dealer’s risk aversion, the smaller his wealth, the greater the stock’s return variance,3 and the larger the quoted depth.

The proportional discount, c , is affected by the initial inventory of the dealer,

which was assumed to be zero in the above derivation. If the dealer enters the period with inventory of I dollars in one or more stocks, the proportional discount for depth of Q can be shown to be 21200IQ z z c I Q W W σ=+, (3)

where σIQ is the covariance between the return on the initial inventory and the return on the stock in which the dealer is bidding. If I<0 and σIQ > 0, the dealer may be willing to pay a premium to buy shares because they hedge a short position in the initial inventory. On the other hand, the dealer’s asking price will be correspondingly higher with an initial short position because the dealer will be reluctant to sell and add to the short position. 2 Q is valued at the consensus price in the absence of a bid-ask spread. The loan is collateralized by the dealer’s stock position. 3 The variance, not the beta, is relevant because the inventory position is not diversified.

The relation between the bid price and consensus price for depth of Q and initial inventory of I is given by

2100

b IQ P P z z I Q P W W σσ?=+, (4) and the relation between the ask price and the consensus price for depth of Q and initial inventory of I is given by

2100a IQ P P z z I Q P W W σ?=?+. (5) Note that the inventory term enters with a negative sign in the ask equation since a

positive value of I will lower the price a dealer will ask. (Q is an absolute dollar amount long or short). The proportional bid-ask spread if inventory costs were the only source of the spread is then given by summing (4) and (5):

202a b P P z c Q P W σ?==, (6) Note that the initial inventory does not appear in the spread expression. Initial inventory affects the placement of the bid and ask but not the difference between the two. The implication for the dynamics of the quotes is that after a sale at the bid, both the bid and the ask price are lowered. The bid is lowered to discourage additional sales to the dealer, and the ask is lowered to encourage purchases from the dealer. Correspondingly, after a purchase at the ask, both bid and ask prices are raised.

The inventory model can be extended to account for multiple stocks, multiple

dealers, and multiple time periods, without altering the essential features underlying the inventory approach.

II.B. Free trading option

A dealer or limit order placing a bid offers a free put option to the market, a fact first noted by Copeland and Galai (1983). For example, suppose an investor places a limit order to buy 5000 shares at a price of $40 when the last trade was at $40.25. The limit order gives the rest of the market a put option to sell 5000 shares at an exercise price of $40, which will be exercised if new information justifies a price less than $40. Similarly a limit order to sell at $40.50 offers a call option to the rest of the market, which will be

exercised if new information justifies a price greater than $40.50. A dealer who places a bid at $40 and an ask at $40.50 is writing a strangle. The value of such options depends on the stock’s variability and the maturity of the option. A limit order that is monitored infrequently has greater maturity than a dealer quote that is monitored continuously and is quickly adjusted.

The Black Scholes model can provide the value of the free trading option. Suppose the limit order to buy at $40 will not be reviewed for an hour, and suppose the one-hour standard deviation of return is 0.033%. (an annualized value of about 200%). The stock price is 40.25 and the exercise price of the put option is $40. The Black Scholes value of a put option maturing in one hour with a one hour standard deviation of 0.033% is $0.23, approximately the discount of the bid from the quote midpoint. Investors who place limit orders expect to trade at favorable prices that offset the losses when their options end up in the money. The option is free to the person exercising it. The option premium, which is the discount of the bid from the stock’s consensus value, is paid by traders who sell at the bid in the absence of new information.

II.C. Adverse selection.

Informed investors will sell at the bid if they have information justifying a lower price. They will buy at the ask if they have information justifying a higher price. In an anonymous market, dealers and limit orders must lose to informed traders, for the informed traders are not identified. If this adverse selection problem is too great the market will fail. As Bagehot (1971) first noted, the losses to informed traders must be offset by profits from uninformed traders if dealers are to stay in business and if limit orders are to continue to be posted. Glosten and Milgrom (1985) model the spread in an asymmetric information world. Important theoretical papers building on the adverse selection sources of the spread include Kyle (1985), Easley and O’Hara (1987), and Amati and Pfleiderer (1988).

The determination of the bid-ask spread in the Glosten/Milgrom world can illustrated in the following simple manner. Assume an asset can take on two possible values – a high value, v H , and a low value, v L -- with equal probability. Informed investors, who know the correct value, are present with probability π . Assuming risk

neutrality, uninformed investors value the asset at ()/2H L v v v =+. The ask price, A, is then the expected value of the asset conditional on a trade at the ask price:

)H A v v ππ=+?.

(7) The bid price is

(1)L B v v ππ=+?. (8) Since informed investors trade at the ask (bid) only if they believe the asset value is v H (v L ), the ask price exceeds the bid price. The bid-ask spread,

()H L A B v v π?=?, (9)

depends on the probability of encountering an informed trader and on the degree of asset value uncertainty. Glosten and Milgrom go on to show that prices evolve through time as a martingale, reflecting at each trade the information conveyed by that trade.

III. Short-run price behavior and market microstructure

Market microstructure is the study of market friction. In cross section, assets with greater friction have larger spreads. Friction also affects the short-term time series behavior of asset prices. Assets with greater friction tend to have greater short run variability of prices. Garman (1976) first modeled microstructure dynamics under the assumption of Poisson arrival of traders. Many papers have modeled the time series behavior of prices and quotes, including Roll (1984), Hasbrouck (1988, 1991), Huang and Stoll (1994, 1997), Madhavan, Roomans, Richardson (1997).

The evolution of prices through time provides insight as to the sources of trading friction – whether order processing costs, inventory effects, information effects, or monopoly rents.

? If order processing costs were the sole source of the bid-ask spread, transaction prices would simply tend to “bounce” between bid and ask prices. After a trade at the bid, the next price change would be zero or the spread, S . After a trade at the ask, the next price change would be zero or -S . Roll (1984) shows that the effect is to induce

negative serial correlation in price changes.

? If asymmetric information were the sole source of the spread, transaction prices would reflect the information conveyed by transactions. Sales at the bid would cause

a permanent fall in bid and ask prices to reflect the information conveyed by a sale. Conversely purchases at the ask would cause a permanent increase in bid and ask prices to reflect the inform ation conveyed by a purchase. Given the random arrival of traders, price changes and quote changes would be random and unpredictable.

? If inventory costs were the source of the spread, quotes would adjust to induce inventory equilibrating trades. After a sale at the bid, bid and ask prices would fall, not to reflect information as in the asymmetric information case, but to discourage additional sales and to encourage purchases. Correspondingly, after a purchase at the ask, bid and ask prices would rise to discourage additional purchases and to

encourage sales. Over time, quotes would return to normal. Trade prices and quotes would exhibit negative serial correlation.

In this section, a model for examining short run behavior of prices is first

presented. The model is then used to analyze the realized spread (what a supplier of

immediacy earns) and the serial covariance of price changes. The realized spread and the serial covariance of price changes provide insight into the sources of the quoted spread.

III.A. A model of short term price behavior

The short run evolution of prices can be more formally stated. Let the change in the quote midpoint be given as

11,2

t t t t S M M Q λε???=+ (10) where

M t

= quote midpoint immediately after the trade at time t-1. Q t

= trade indicator for the trade at time t. Equals 1 if a purchase at the ask and equals -1 if a sale at the bid. S

= dollar bid-ask spread λ

= fraction of the half-spread by which quotes respond to a trade at t. The response reflects inventory and asymmetric information factors.

ε = serially uncorrelated public information shock.

The quote midpoint changes either because there is new public information, ε, or because the last trade, Q t-1 induces a change in quotes. A change in the quotes is induced because the trade conveys information and because it distorts inventory.

The trade at price P t takes place either at the ask (half-spread above the midpoint) or at the bid (half-spread below the midpoint): 4

P M S Q t t t t =+

+2η, (11) where

P t

= trade price at time t. ηt

= error term reflecting the deviation of the constant half-spread from the observed half-spread, P t – M t , and reflecting price discreteness.

Combining (10) and (11) gives

?P S Q Q S Q e t t t t t =?++??2211(),λ (12) where e t = εt + ?ηt .

III.B. The realized spread

What can a supplier of immediacy expect to realize by buying at the bid and selling his position at a later price (or by selling at the ask and buying to cover the short position at a later price)? The realized half-spread is the price change conditional on a purchase at the bid (or the negative of the price change conditional on a sale at the ask). Since quotes change as a result of trades, the amount earned is less than would be implied if quotes did not change. The difference between the realized and quoted spreads provides evidence about the sources of the spread.

In terms of the model (12), the expected realized half-spread conditional on a

purchase at the bid (Q t-1=-1) is 4 It would be a simple matter to model the fact that some trades take place inside the quotes. For example one could assume that trades are at the quotes with probability φ and at the midpoint with probability (1-

φ). Then 2

,t t t t S P M Q φη=++Madhavan, Richardson, Roomans (1997), for example, make such an adjustment.

11(1)(1),22t t t S S E P Q EQ λ??=?=

++? (13)

The expected realized half-spread depends on the expected sign of the next trade, EQ t , and on λ. Let π be the probability of a reversal – a trade at the ask after a trade at the bid or a trade at the bid after a trade at the ask. Then, conditional on a trade at the bid, ()(1)(1)(1)t E Q ππ=+??. If purchases and sales are equally likely, EQ = 0.0, (the liquidating transaction will be at midpoint on average). The value of λ depends on the presence of asymmetric information and/or inventory effects. The value of λ associated with alternative sources of the spread and the resulting values of EQ and of the realized spread are given in the following table:

Source of the spread λ E(Q) Realized half-spread Order processing 0 0 S/2 Asymmetric information 1 0 0 Inventory 1 2π-1 (2π-1)S/2

In an order processing world, λ = 0 because quotes are assumed not to adjust to trades, and EQ = 0.0 because purchases and sales are assumed to arrive with equal probability. The implied realized half-spread is S/2, that is, the supplier of immediacy earns half the quoted spread. He would earn the spread on a roundtrip trade – buy at the bid and sell at the ask. These earnings defray the order processing costs of providing immediacy.

In an asymmetric information world, quotes adjust to reflect the information in

the trade. If adverse information is the sole source of the spread, λ = 1. A trade at the bid conveys adverse information with value S/2, causing quotes to decline by S/2. Since quotes reflect all current information, buys and sells continue to be equally likely so that EQ = 0.0 at the new quotes. The resulting realized half-spread of zero reflects the fact that, in an asymmetric information world, real resources are not used up to supply immediacy and no earnings result. The spread is simply an amount needed to protect suppliers of immediacy from losses to informed traders.

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图表目录 图表1:血液透析原理及过程 (5) 图表2:血液透析与腹膜透析对比 (6) 图表3:国外HD与PD患者治疗结果对比 (6) 图表4:ESRD患者治疗方案比例 (7) 图表5:全球各地区透析患者占比 (8) 图表6:不同地区透析患者数量增长率 (8) 图表7:费森尤斯医疗业务构成 (9) 图表8:费森尤斯医疗透析服务地区分布 (9) 图表9:费森尤斯医疗在透析领域市场份额 (10) 图表10:费森尤斯医疗近年市值变化和主要收购活动 (10) 图表11:Davita业务构成 (11) 图表12:Davita透析服务类型 (12) 图表13:Davita透析服务患者支付来源 (12) 图表14:Da Vita近年市值变化和主要收购活动 (13) 图表15:国内外透析患者治疗率 (14) 图表16:全球部分地区透析患者与人口比率 (14) 图表17:国内在透患者数及增长率 (15) 图表18:国内单次透析治疗费用构成 (16) 图表19:部分省市血液透析收费标准 (17) 图表20:国家关于尿毒症及大病医保支付相关政策 (17) 图表21:费森尤斯透析机 (17) 图表22:2011-2013年进口和国产透析机市场份额 (18) 图表23:国内获批的血液透析机公司及数量 (19) 图表24:透析器原理 (20) 图表25:透析膜材料分类 (21) 图表26:CFDA批准的透析器公司及数量 (22) 图表27:国内EPO市场竞争格局 (23)

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二、市场透析 1、宏观/微观市场环境分析(政治经济文化技术)国内外行业 政策行业发展现状行业发展趋势机会总结 STP 1)国内保健品发展概况(宏观环境、行业发展状况及趋势) 中国保健品行业兴起于上世纪80年代,发展至今,经历了几次大起大落。从90年代初期算起,中国保健品行业大致可划分为几个阶段,每个阶段都以某一类保健品的盛衰作为标志:92-93年乌鸡精系列、蜂王浆系列→95-96年减肥运动→98年的养颜美容系列→99年补钙系列→2001年送礼系列。 虽然仍面临诸多挑战,但是,中国保健食品产业的发展前景是光明的。在市场需求、技术进步和管理更新的推动下,中国保健品产业发展空间巨大。未来发展将呈现消费者群体多元化、保健品销售模式专营化、宣传模式推陈出新以及保健品成日常消费四大趋势。 2006年中国保健品企业在规模上基本呈现了金字塔的结构,即投资规模在1亿元以上的企业占总数的1.45%,5000万元到1亿元的占12.5%,100万元到5000万元的占6.66%,10万元到100万元的企业最多,占41.39%,而10万元以下的企业为38%。2006年中国医药保健品进出口额突破300亿美元大关,达到306.7亿美元,同比增加20.4%。其中,出口额为196.1 亿美元,同比增加26.3%;进口额为110.6亿美元,同比增长11.2%。(其中的数据用图像语言表达) 目前我国有4000多家保健食品企业、共7000多个品牌,还有国外一些实力强大的保健食品生产厂家正伺机进入中国市场。现在已有20多家世界知名保健品跨国公司,通过收购、兼并、租赁等形式,在中国设立分厂。 政治:国家高度重视药品安全问题,药品安全质量检查力度大大加强,高端市场份额急速增加,保健品品牌化的趋势不可阻挡; 经济:随着社会经济持续、快速、稳定的发展,人们对生活质量、消费结构的要求不断提高,因此,保健品成为了不可忽视的消费点,人们对高档品牌的保健品的追求也不断增加; 文化:随着人们生活水品的提高,人们的文化知识观念不断增强,消费者的自我保护和健康意识也逐渐增强,更加注重产品的质量,所以,高端品牌领域产品的市场发展潜力巨大;

营销策略+Marketing+Strategy

营销策略 Marketing Strategy PART ONE Questions 1—8 · Look at the statements below and the five extracts about advertising and promotion from an article. · Which extract (A, B, C, D orE. does each statement (1—8) refer to? · For each statement (1—8), make one letter (A, B, C, D orE. on your Answer Sheet. · You will need to use some of these letters more than once. A. SMS marketing is marketing using a mobile phone. SMS stands for short message server, otherwise known as text messaging. In short SMS marketing is done using a mobile device to transfer marketing communication to interested consumers. It's an area that is gaining a great deal of interest by businesses both small and large. B. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The trouble with stuffing the brand this way is that the meaning that works for one consumer can bewilder or antagonize the next. Building a brand with many meanings can sometimes fail spectacularly. Everyone creating popular culture is trying to solve this question. C. Marketing managers work with advertising and promotion managers to promote the firm's or organization's products and services. With the help of lower level managers, including product development managers and market research managers, marketing managers estimate the demand for products and services offered by the firm and its competitors and identify potential markets for the firm's products. D. Marketers should also be aware of the competition that they will face when pursuing a position at a media company. Typically, marketers must have a plethora of solid experience and a vast understanding of the media industry and the specific changes impacting the industry they are looking to work in. E. Convergence has significantly blurred the lines between print, internet, television and radio. Messaging that used to be tailored for one outlet will now have to be adjusted for a wider audience. Further, the accessibility of the internet has created a very diverse and global customer base. 1、 Marketers should already be familiar with how to communicate their messages across a variety of mediums. 2、 Marketing managers also develop pricing strategies to help firms maximize profits and market share while ensuring that the firms' customers are satisfied. 3、 In collaboration with sales, product development, and other managers, they monitor trends that indicate the need for new products and services and they oversee product development. 4、 In the United States alone 9 out of 10 people carry a mobile device according to research done by MobiThinking. 5、 So marketers should build their awareness of different cultures and respective sensitivities. 6、 Specifically we have something to learn from Hollywood, which I believe

MARKETING市场营销

EUROPEAN UNIVERSITY CYPRUS DEPARTMENT: Marketing SUBJECT: Introduction to Marketing-MAR101 LECTURER: Dr. DINO DOMIC TITLE: The significance of marketing STUDENT: LIU YILIN REG NO: F20132139 SUBMISSION DATE: Week 12

LECTURES COMMENT PAGE

CONTENT Introduction (4) In Globally…………………………………………5-7 In Domestically…………………………………7-8 In Organizationally……………………………8-10 In Personally……………………………………10-11

First, I want to talk about the definition of marketing. What’s marketing? Marketing is an organizational function and a set of processses for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It is the activity, set of institutions. Marketing is one of those chameleon words with erratic implications. In its original dictionary definition-buying and selling in the marketplace-it describes an activity that has been part of around so long, we assume that at this basic level it has the same connotations for everybody. Not so. Probe a little and you will find that, for one cultural type, buying and selling in the marketplace has rather sordidi associations with barrow-boys and one trickster outsmarting another; for others it will be associated with merchant venturers, braving perilous seas in search of profitable trade. One type will nourish a prejudice against marketing, the other will be prejudiced in its favour. More recently the same word, marketing, has been used to describe the techniques, greatly elaborated during the last forty years , which producers of goods and services use, in conjunction with traditional selling, to win and retain customers and optimise profits. These are the promotion. Marketing is used to describe that part of a general manager’s job which is concerned with managing the organisation’s present relationship and planninng its future relationship with customers-the fickle and elusive body without which no business can survive. The third meaning, too, causes unnecessary misunderstanding and conflict. No advocate of marketing can have failed to meet the individual who proclaims that ‘I’ m a practical man ,I don’t hold with this marketing nonsense’-and then turns out to have spent his whole career practising the arts of marketing by the light of nature.1

市场营销基本知识点

市场:是由那些具有特定的需要或欲望,而且愿意并能通过交换来满足这种需要或欲望的全部潜在顾客构成的,市场是买卖关系的总和。 市场营销基本流程: 1、市场机会分析[3] 2、市场细分 3、目标市场选择 4、市场定位 5、4Ps(营销组合) 6、确定营销计划 7、产品生产 8、营销活动管理(即执行与控制) 9、售后服务,信息反馈 市场营销理论: (1)4Ps营销理论(4Ps营销组合理论) 基本策略:产品Product、价格Price、渠道Place、促销Promotion (2)4Cs营销理论: 顾客Customer、成本Cost、便利Convenience、沟通Communication(理念、标准) (3)4R营销理论:

关联Relevancy、反应Respond、关系Relation、回报Return(强调关系管理) (4)10Ps营销理论: 6Ps(4Ps+政治权利Politics power+公共关系Public Relation)+4Ps (探查Probing、分割Partitioning、优先Prioritizing、定位Positioning) SWOT分析法: (1)优势S (2)劣势W (3)机会O (4)威胁T 利用优势抓住机会SO 利用机会克服弱点WO 利用优势减少威胁ST 使弱点和威胁最小化WT 营销环境: (1)按对企业营销活动影响时间的长短: 1)长期环境 2)短期环境 (2)按对企业营销活动影响的地域范围: 1)国际环境2)国内环境 (3)按对企业营销活动影响因素的范围:(营销环境构成因素) 1)微观环境: 企业可控: ①企业本身:市场营销管理部门、其他职能部门、最高管理层; ②市场营销渠道企业:供应商(供货的价格变化、供货的质量保证、供货的及时性和稳定性)、营销中间商(中间商、实体分配公司、营销服务机构、财务中介机构); ③顾客:消费者市场、生产者市场、中间商市场、政府市场、国际市场; ④竞争者: 愿望竞争者:提供不同产品以满足不同需求的竞争者;

血液透析市场及相关产品

血液透析市场及产品情况简要 一、血液透析基本概述 血液透析(Hemodialysis),临床意指血液中的一些废物通过半渗透膜除去。血液透析是一种较安全、易行、应用广泛的血液净化方法之一。 适应症:(1)急性肾功能衰竭(2)慢性肾功能衰竭(3)急性药物或毒物中毒(4)难治性心衰,肺水肿,肝硬化,肝肾综合症,肾病综合征,电解质紊乱,肝性脑病,高胆红素血症,高尿酸血症,精神分裂症和牛皮癣等也有血透治疗效果。 二、血液透析的市场情况概述 2011年,全球透析人数为215.8万人,同比增长6.4%。未来几年全球透析人数将继续保持6%左右的增长速度,预计到2020年将增长至380万人左右。2011年,全球透析人群仍主要集中在欧美日等发达地区,但是随着发展中国家医保范围的扩大以及国民收入的提高,中国、印度、巴西等国家的透析人数正在快速增长,目前增长率已达10%以上。 2011年,全球血液透析服务市场规模(包括血液透析服务和血液透析设备两部分)约为625亿美元。2012年,中国晚期肾病患者约有200万人,但是由于中国医保报销比例相对较低,中国仅有10~15%的晚期肾衰患者进行透析治疗;随着未来随着中国各级医保覆盖面的逐步扩大,中国晚期肾病患者接受治疗的比例将大幅上升,市场潜力巨大。 晚期肾脏疾病的治疗方案主要包括:肾脏移植,血液透析和腹膜透析。腹膜透析相对血液透析更为便利,费用也更低,但是其洗脱血液中代谢废物的能力较低,且腹膜感染的比例较高;因此目前大部分的透析的患者还是采用血液透析的方式,约占89%(2010年数据)。 全球血液透析设备市场集中度较高,主要由欧美和日本企业占据。2011年,全球透析设备市场前三名生产商分别为德国费森尤斯医疗、美国百特和瑞典金宝。费森尤斯医疗是全球最大的血液透析设备生产商,也是最大的血液透析服务提供者,服务于全球超过23.3万名肾病患者。美国百特是全球最大的腹膜透析设备生产商。 中国血液透析设备主要依赖进口,2012年费森尤斯医疗、瑞典金宝等进口设备在中国血透设备市场占有率达75%左右。中国本土血液透析设备生产企业较少,血液透析机生产企业有广州暨华、重庆多泰、重庆山外山等,透析器生产企业有威高集团、江苏朗生等。由于中国血液透析市场的巨大潜力,多家上市公司涉足透析领域。如华仁药业腹透透析产品已于2012年第三季度全面上市;宝莱特通过收购天津市挚信鸿达医疗器械开发有限公布局血透耗材领域,通过收购重庆多泰医疗设备有限公司取得血液透析机医疗器械注册证;科伦药业通过增资青山利康进入腹膜透析领域等。

营销( Marketing)课程

中国培训界唯一专门针对销售管理者的营销(Marketing)课程,“将直线的销售变成立体的营销” 销售管理者——驾驭营销 Marketing for Sales Leaders 2009年12月16-17日,上海华亭宾馆 作为销售管理者,我们必须具有分析宏观、中观、微观形势的大局观,在对整个营销系统及环境分析的基础上寻求提升业绩的突破口。作为销售管理者,我们同时应根据环境的变化及趋势,重新制订与调整销售计划,打造新的销售竞争力。作为销售管理者,我们也应创造出更多的营销组合手段,创新性地去开拓业务,提升销售额。作为销售管理者,我们更应把多种营销的元素,融合到销售流程中,用营销来驱动销售。 营销驱动销售,业绩逆市而升 “我们的销售总监及销售经理们由于业绩的压力而往往身陷事务,视角狭窄,他们中的很多人9缺乏从营销的高度看销售的大局观,市场及客户开发的手段单一; 9过度依赖人员销售,不熟悉也不擅利用其他的营销组合工具驱动业绩增长; 9只注重销售技巧与销售方法,而忽略了其他营销手段及资源的配合与协调; 9不会兼顾销售驱动与营销驱动,因而促进业绩增长的推动力大受限制; 9销售执行与企业整体的营销战略严重脱节…… ——Eric Cheung,课程开发者,新加坡营销专家[驾御营销对销售管理者的重要价值] 新加坡籍的营销专家Eric Cheung列数了企业负责销售的管理者(销售总经理、销售总监、销售经理、区域销售经理、客户经理等)因忽视或不擅“营销-Marketing”而表现出的症状及所产生的问题。 很多销售管理者因不能从营销系统的全局去分析销售问题,不会通过多元的营销组合手段去推动业绩提升,不擅把营销的理念与方法融入销售过程及执行中,结果使驱动绩效增长的销售竞争力大大降低。 “营销-Marketing”绝对不仅是企业总经理或者市场总监的职能,更是销售管理者推动销售额持续增长必须掌握的手段与工具,因为Marketing: 9能给予销售管理者分析诊断问题,制订计划策略特别缺乏的大局观; 9能提供给销售管理者实现业绩目标更多创造性的策略,手段及工具; 9能使销售策略与计划的执行更好地整合企业内外环境中的各项资源;

平顶山透析市场分析和营销方案

透析市场分析和市场营销策略方案

平顶山透析市场分析和营销策略 一,平顶山透析市场当前现状: 截至2017年底平顶山市辖2个县级市,4区、4个县开设血液透析中心约 17家,总计约470台治疗单元。目前接受透析治疗的患者约1200名。 部分单位血液透析单元和患者数量设备使用率统计 单位患者数量(名) 透析机血滤机床旁机设备使用率使用率排名市场占有率排名矿总: 133 40 4 5 68% 5 11% 2 市一: 112 50 6 1 49% 9 9% 4 市二: 66 27 3 2 52% 6 5,5% 6 市中: 44 26 4 0 37% 10 4% 8 市五: 56 26 2 0 50% 8 5% 7 一五二: 117 26 5 1 94% 1 10% 3 鲁人: 190 50 2 1 90% 2 16% 1 鲁中: 43 13 2 0 72% 4 4% 8 叶一: 70 20 2 0 80% 3 6% 5 叶二: 20 8 2 0 50% 7 2% 9 以上数据显示:①本地区透析市场从行业快速发展阶段已进入到饱 和状态的初步竞争阶段。

②平顶山地区血液透析市场患者治疗需求与医疗资源 配置已经从满足需求阶段逐渐进入到了患者就医治 疗开始拥有主动权,选择权挑选自己满意医疗服务阶 段发展。 ③市区内患者可有多个选择的治疗单位供治疗所需。县 域患者在当地挑选治疗可供选择性小。 ④县域有部分较稳定透析患者群体,多采取就近治疗。 主要竞争单位设备品牌和单次收费价格、月治疗费用 单位透析机品牌单次收费价格(元)平均每周透析次数月治疗费用(元)矿总:金宝/东芝/费森370 8 2960 市一:威高420 8 3360 市二:威高420 8 3360 市五:费森 370 8 2960 市中:威高 405 8 3240 一五二:费森 420 8 3360

透析领域现状与展望

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