对网络外部性的研究及其在商业策略中的应用

【作者】 黄伟；

【导师】 杨尚勤；

【作者基本信息】 西北工业大学 ， 马克思主义理论与思想政治教育， 2004， 硕士

【摘要】 在研究网络经济条件下的经济学新规律和商业策略时，越来越多的线索表明，新经济条件下的经济学规律和商业策略之所以与过去有所不同，主要是由于构成网络经济社会的基石——比特，与构成传统社会的元素——原子，具有完全不同的特点与性质，正是这些不同，导致了当前世界经济运行规律的不同。而在这些不同的特点和性质中，最重要和最具有深远意义的当属网络外部性了。 本文由数字产品的定义和分类开始讨论，引出对数字产品网络外部性的分析。通过比较动态和动态博弈的研究方法，详细分析了网络外部性的成因和对市场效率和结构的影响，同时探讨了正反馈效应，并研究了负的网络外部性。 在微观经济分析的基础上，本文继续探讨了网络经济条件下对厂商生死攸关的四种商业战略——先发制人、渗透定价、预期管理、兼容和联盟，并深入研究了决定市场竞争的六种常用战术——歧视定价、锁定、开放、定制、绑定和试用，指出了这些战术的应用背景、意义、方法和注意事项，力图给新经济下的厂商提供一套明确的、行之有效的商业指导意见，以利于他们制定出合理的商业策略，在网络经济的激烈竞争中立于不败之地。 本文最后集中讨论了厂商规模的选择问题。 作者试图通过严谨的经济分析，揭示出真正能够反映网络经济的新规律和新规则，帮助人们理解和洞察这个变化着的新的世界。更多还原

【Abstract】 While studying the new rules and business strategies in the network economy, more and more clues imply that the difference strategies between now and past is mainly caused by the fact that the BIT, basis of the network economy and the Atom, the element of the traditional society have completely deferent and significant features and attributes. Those differences lead the present world running in a different way. Among all these features, the most important character is network externality.This paper begins with the definition and classification of the digital goods, network externality is being studied in detai1 through the research method of comparatively dynamic and Game Theory to find out the real source of network externality. The positive feedback effect, the negative network externality effect and the influence caused hy it. are also analyzed.On the basis of micro-economy, the paper continues to discuss the vital six strategies to the enterprise in the new economy, include going first, penetration price, anticipating management and alliance. We also studied in-depth business tactics, such as price dissimilation, lock-in, opening, customization, bundling, etc and point out the applying background, significance, methods and attentions. Such work tries to provide a clear, effect: and efficient advice to the enterprises in the now economy, in order to help them make proper business strategies and win the competition in the new circumstances.In the last chapter, it discusses how to choose an appropriate scale for an enterprise in the network economy.The author tries to reveal the real rules and laws which can be reflect the completely new network economy and help human beings to penetrate the changing new world.更多还原