感知质量差异对网络外部性市场结构演化的影响  

Influence of heterogeneity in perceived quality on the evolution of market structure with network externalities

作　　者：赵良杰[1] 武邦涛[2] 陈忠[2] 段文奇[3] 

机构地区：[1]西南民族大学管理学院,成都610041 [2]上海交通大学安泰经济与管理学院,上海200052 [3]浙江师范大学工商管理学院,金华321004

出　　处：《系统工程理论与实践》2011年第1期84-91,共8页Systems Engineering-Theory & Practice

基　　金：国家自然科学基金(70671070);浙江省自然科学基金(Y607001);上海市科委软科学研究博士生学位论文资助项目(200906013)

摘　　要：运用演化经济理论研究消费者感知质量差异对网络外部性市场结构演化的影响.研究结果表明:不同消费者对新产品感知质量的差异是驱动网络外部性市场演化的重要因素,在一定程度上决定了市场演化结果呈现为赢家通吃或新旧产品共存.当感知质量差异明显时,市场演化的均衡结果通常是新旧产品共存,且新产品占据市场主流;当感知质量差异不明显时,市场演化结果总是赢家通吃.在技术创新速度很快且产品质量与产品网络效应强度相关程度很高的条件下,市场出现锁定,旧产品继续占据整个市场,反之则新产品完全替代旧产品.这些结论有助于网络外部性市场中企业制定有效的新产品策略.Under the framework of Evolutionary Economics analysis,this paper studies the influence of customers＇ perceived quality on the evolution of market structure with network externalities.The simulation results show that heterogeneity in perceived quality of new product is one of important factors which drive the evolution of market with network externalities.Under certain conditions,this factor leads the evolution of market with network externalities into multiple equilibria.When heterogeneity in perceived quality of new product is high,the evolution of market leads to coexistence of both old and new products.The new product with higher quality has a dominant market share.However,when heterogeneity in perceived quality of new product is low,the phenomenon of winner-take-all always happens.When the speed of technology innovation is fast and the correlation between product quality and network strength of product is high,lock-in occurs,which means the old product still enjoys monopoly power.On the contrary, the new product will replace the old one completely.Those conclusions have important implications for firms developing effective strategies of new products in the markets with network externalities.

关 键 词：市场演化 网络外部性 新产品扩散 感知质量 多重均衡 

分 类 号：F421[经济管理—产业经济]