基于网络外部性的耐用品竞争策略研究  

A Study on the Competitive Strategies of Durable Products Based on Network Externality

作　　者：程红[1] 颜锦江[1] 汪贤裕[1] 

机构地区：[1]四川大学商学院,四川成都610064

出　　处：《四川大学学报（哲学社会科学版）》2013年第3期62-68,共7页Journal of Sichuan University：Philosophy and Social Science Edition

基　　金：国家自然科学基金项目"引入虚拟第三方的供应链激励协调与效率研究"(71071103);"大规模定制环境下基于服务平台的服务模块化研究"(71001076);四川大学中央高校基本科研业务经费研究专项项目"国有企业政府规制研究"(skq201119)阶段性成果

摘　　要：目前已有的对网络外部性进行研究的文献忽略了初始市场规模对消费者效用的影响,而这样的影响在耐用品的竞争中是不能被忽略的。针对具有网络外部性的耐用品,引入企业初始市场规模,采用Hotelling模型和两阶段博弈研究寡头垄断企业的竞争策略,分析初始市场规模对竞争的影响。结果表明,初始市场规模影响企业的各种竞争策略,在最大差异化策略下不均等的初始市场规模最终会导致垄断。其后,通过对国内移动通信行业市场的分析,定性证明了初始市场规模对竞争结果的影响,并预期该市场在没有外力影响的情况下会出现垄断。The influence of initial market size on customer utility has not been considered in the existing research literature on the network externality.But this cannot be ignored in the competition of durable goods.This paper considers durable products with network externality and takes into account the factor of initial market size of firms.The Hotelling model and the two-stage game theory are used to study the competition strategies between oligopolistic firms.The result shows that initial market size affects the competition strategies of the firms.Under the biggest horizontal differentiation,analyses show that uncoordinated initial market sizes will eventually lead to monopoly.The paper analyzes Chinese mobile communication market to exemplify the effect of initial market size on competition results,pointing out that this market will be monopolized if no external factor mediates.

关 键 词：网络外部性 耐用品 HOTELLING模型 寡头垄断 

分 类 号：F272[经济管理—企业管理]