网络外部性、转移成本与产品兼容性决策分析  

Network Externalities,Switching-Cost and Analysis of Compatibility Decisions of Firms

作　　者：吉宏伟[1] 孙武军[2] 

机构地区：[1]电子科技大学管理学院 [2]南京大学商学院

出　　处：《管理学报》2007年第6期729-736,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(70703016);教育部博士后基金资助项目(2004036100)

摘　　要：着重研究了提供具有纵向差异产品的新进入企业的兼容性战略决策问题,同时相应地研究了在位企业的兼容性动机。在分析中,重点考虑了转移成本因素,并通过产品兼容度将消费者的转移成本内生化,得到了新进入企业和在位企业的兼容性决策倾向。在竞争均衡中,网络外部性、转移成本和质量差异度是决定竞争双方市场势力的关键因素。Compatibility 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 new entry firms＇ compatibility decisions in a differentiation model with network externalities, while the incumbent firms＇ compatibility decisions are also considered. In our analysis, the compatibility decisions of entry firm and incumbent firm are obtained by network externality,the differences of quality and switching- cost, which is endogenous by the degree of compatibility. In equilibrium we find network externality, the differences of quality and switching-cost are the crucial factors to decide the market power between the entry firm and incumbent firm.

关 键 词：网络外部性 转移成本 兼容性 纵向差异 

分 类 号：F421[经济管理—产业经济]