【作者】 黄璐；

【导师】 杨继瑞；

【作者基本信息】 四川大学 ， 政治经济学， 2003， 博士

【摘要】 网络经济是一种基于信息技术和互联网络的全球化经济，它以信息网络作为基础平台，以技术创新驱动经济增长，以电子商务主导商品流通，以互联网联系全球市场，是并行于传统经济板块的新型经济板块。从本质上讲，网络经济是创新推动型经济、是直接交互经济、是全天候运作的全球化经济、还是无摩擦经济、虚拟经济、速度型经济、敏捷化经济和竞争协同型经济。在经济运行中，网络经济以边际收益递增规律为主导，并使价格体系出现了新的发展；在经济增长中，源自网络经济的技术进步、外在经济、以及交易费用降低等动因极大促进了经济的发展；在经济效率上，网络经济也以更高的交换效率、更高的要素配置效率、以及生产结构和需求结构的更佳组合，实现了比传统经济更高的经济效率。 网络经济在全球范围内的兴起不仅开创了经济发展的新纪元，而且它带来了从生产方式到生活方式的巨大变革，尤其是极大地影响了竞争的特点、性质和模式，为企业创造了一个竞争的新空间——网络经济平台。网络经济平台是网络用户、互联网、以及与之相关的程序和活动规则相互作用而形成的、能够完成一定功能的系统，它由信息平台、市场平台、交易平台、制造平台、物流平台、营销平台和服务平台组成。在网络经济平台上，企业面临着广度扩大化、深度纵深化、强度加剧化、过程加速化、组织联盟化、方式多样化、技术标准化和客户中心化的竞争。同时，网络经济平台也受到了网络外部性的显著影响，引致了网络经济平台上企业竞争的标准化效应、安装基础效应、正反馈效应和锁定效应。显著的网络外部性使网络经济平台上的市场均衡具有与传统市场不同的表现形式，在预期的影响下，网络经济平台所实现的均衡常常表现为一种多态短期均衡，并且这种均衡伴随着规模的增大，不仅能增加网络价值，而且还能增加社会总剩余。 网络经济平台为企业提供了良好的宏观环境。在政治法律环境方面，相对稳定的世界政治经济环境为网络经济平台上的企业的未来发展提供了保障;在经济环境方面，经济全球化为网络经济平台上的企业提供了来自生产国际化、企业经营国际化、资本流动全球化、全球市场一体化、科技全球化和文化全球化的机遇;在社会环境方面，全球已有网络用户5亿4420万，互联网正在全球范围内逐步普及，并渐渐成为人们生活中必不可少的一部分;在技术环境方面，以信息技术革命为中心的当代科技革命正在全球蓬蓬勃勃的兴起，它标志着人类从工业社会向信息社会历史性的跨越，这些都为网络经济平台上的企业提供了广阔的发展前景。 从产业环境方面分析，互联网同时也对产业结构产生了巨大的影响，改变了产业内的竞争力和产业盈利水平。在网络经济平台上的产业竞争作用力中，除了传统的来自替代品生产者的替代威胁和来自潜在进入者的进入威胁以外，供方合作程度、买方转移威胁和产业内的兼容格局成为产业竞争力的新的来源，它们共同决定了产业的利润潜力。另一方面，网络经济也催生出一种新型的市场结构—竞争性垄断的市场结构，它是一种技术主导的垄断形态，具有市场集中度高等特点。此外，网络经济平台也改变了企业所处的微观环境，传统的价值链在网络经济平台上被改造为数字化价值链，并进一步发展为价值网，从而使价值从单一驱动变为了多元驱动，从顺序创造变为了并行创造，从单向流动变为了双向流动。 因此，在网络经济平台上，由于宏观环境、产业环境、市场环境和企业微观环境的改变，网络经济平台上的市场竞争发生了质上的演绎，市场竞争开始向标准竞争演进。在标准竞争中，网络经济平台上的企业应在顾客导向的战略逻辑指导下相应制定标准竞争战略。标准竞争战略是以标准作为竞争战略的核心，以用户安装基础作为竞争战略的基础，以竞争性垄断市场作为竞争战略的市场背景，以价值网分析竞争战略中的优势来源，以用户价值作为竞争战略的逻辑导向，以超竞争理论作为竞争战略的理论溯源，以标准竞争作为竞争战略的应用环境，以网络经济作为竞争战略的战略平台的一种企业竞争战略。 在标准竞争战略中，最为关键的战略资源是产业标准和用户安装基础。一方面，作为战略核心的产业标准在竞争中能扩大了网络效应、减少不确定性、减少消费、者锁定、形成竞争的标准平台、产生对竞争者的控制，并促使竞争向专业化深入。对标准兼容性的库诺特分析也显示，标准促进了兼容以及产出水平的提高。另一方面，标准竞争战略的基础是用户安装基础.用户安装基础的结构形式是用户网络;其战略价值是顾客关系资产;维持机制是转移成本;经济法则是需方规模经济;而形成过程是用户预期协调。依据标准核心和用户安装基础，进一步可以将标准竞争战略划分为四种基本的战略:标准主导战略、标准挑战战略、标准推广战略和标准兼容战略。 在标准主导战略、标准挑战战略、标准推广战略、以及标准兼容战略的实施过程中，首先需要实施竞争力导向的CS(顾客满意)经营策略。通过建立CS经营体系，将能显著提高企业的需求感知能力、更多还原

【Abstract】 Network economy is a kind of global economy based on information and internet, which uses information web as its’ platform, promotes economy growth by technology, dominates commodities’ circulation through e-commerce, and contact global market by internet. It parallels the traditional economy. In network economy, the marginal income increasing by degrees is the principal rule. And in the economy growth, technology improvement, externality economy and exchange cost decreasing urge the development of the economy. In a word, the network economy is effective than the traditional economy.Network economy makes an epoch in the economic development of the whole world. It brings the great changes to the production, the life style, and the competition. It also creates the new competitive space for enterprises that is called the platform of network economy, which is made up of Internet users, Internet, relative procedures and action regulations. The platform of network economy includes the information platform, the market platform, the exchange platform, the manufacture platform, the matter-flowing platform, the marketing platform and the service platform. Competition based on the platform of network economy is affected remarkably by the network externality, which leads to the standardization effect, the installed base effect, the feedback effect, and lock-in effect. With the network externality, the equilibrium of the market is a kind of short-term multi-equilibrium.On the platform of network economy, the enterprises are in the favorable macro-circumstance. First, the whole world is in peace, which guarantees the enterprises’ future development. Second, economy globalization provides the enterprises that are on the network platform with the opportunities of management internationalization, capital-flow globalization, world-market integration, and technology and culture globalization. Third, the Internet users are increasing. TheInternet becomes the essential part of the lives of the people. Last, technological revolution is springing up in the whole world, which focuses on the information technology. The revolution also provides the enterprises with better foreground. At the same time, the cooperation of the supply, the transform threat of the demand, and the compatibility in the industry also change the competitiveness of the industry on the network economy platform. Moreover, there is a new kind of market structure of the competitive monopoly, which changes the competition and makes the competition focus on standard.In the standard competition, the enterprises should set down the standard competitive strategy with the strategically logic guided by customer, whose core is the standard and base is the user installed base. To the standard competitive strategy, the key strategically resources are the industry standard and the user installed base. On one hand, the industry standard as the strategically core can increase the network effect, reduce the incertitude and customer lock-in, as well as form the competitive platform. On the other hand, the base of the strategy is user installed base, whose structure is user-web, strategically value is relation capital, the maintainable mechanism is transform cost, economic rule is scale economy based on demand, and the forming is users’ anticipation coordination.The standard competitive strategy includes the standard-leading strategy, the standard-challenge strategy, the standard-popularization strategy, and the standard-compatibility strategy. To implement these strategy, firstly, the enterprise should adopt the maneuvers including the CS management leading by corporation competitiveness, which can greatly improve the corporation’s abilities, including the ability of sensing need, responding to customers, penetrating the market, customer relations and cooperative competence. Secondly, the alliance maneuver is also important, the enterprises can form the alliance of standard, the alliance of research, the alliance of technology transformation, and the alliance of ma更多还原