基于网络外部性的市场进入与企业产品兼容性策略选择  

Market Entry and Choices of Compatibility Decisions of Firms with Network Externalities

作　　者：吉宏伟[1] 陈忠[1] 孙武军[2] 

机构地区：[1]电子科技大学管理学院,四川成都610054 [2]南京大学商学院,江苏南京210093

出　　处：《预测》2007年第5期75-80,共6页Forecasting

基　　金：中国博士后基金资助项目(2004036100);国家自然科学基金资助项目(70372057)

摘　　要：网络外部性和兼容性是网络经济最为显著的两个特征,深刻影响了网络环境下企业的各种竞争行为。在具有网络外部性特征的产业中,企业产品的兼容性竞争战略关乎企业竞争的成败。本文构建了一个三阶段动态博弈模型,研究了面对潜在竞争企业的市场进入威胁时,在位企业之间的兼容性决策问题。研究结果表明,在位企业之间的兼容性偏好以及进入企业对进入兼容性市场还是进入非兼容性市场都取决于网络外部性强度的大小和潜在进入企业的市场进入成本的大小。Network externality and compatibility are the most significant features of network economy. Furthermore, compatibility between products supplied by different firms is the important feature of network economics and turns out to be a strategic issue in industries exhibiting network externalities. In this paper we study incumbent firms＇ compatibility decisions when market entry of competitive firm may occur by using a three-stage game theory model with network externalities. The results show that the compatibility decisions of incumbents and the entry of competitive firm strongly depend on the strength degree of network externalities and the entry fixed cost.

关 键 词：网络外部性 市场进入 兼容性策略 进入企业 在位企业 

分 类 号：F062.5[经济管理—政治经济学]