Behavior Analysis of Bank into E-Commerce under Network Externalities  

作　　者：崔吉胜 庄雷 

机构地区：[1]College of Economics and Management,Nanjing University of Aeronautics and Astronautics [2]School of Economics and Management,Nanjing Tech University

出　　处：《Journal of Donghua University(English Edition)》2017年第2期174-177,共4页东华大学学报（英文版）

基　　金：National Natural Science Foundation of China(No.71501094);National Social Science Foundation of China(No.15BJY160)

摘　　要：With the advent of Internet financial innovation,many commercial banks quietly have started to enter into the Ecommercial in order to prevent oligarchs from eroding financial market.From the perspective of industrial division,this paper reveals the nature of a phenomenon that E-commercial enterprises and banks have stepped into each other's field,which E-commerce of banks can give full play to network effects.Then it uses game theory to analyze the motions of banks to involve into E-commerce and the short-term competitive equilibrium of large incumbent Ecommercial enterprises as well.For individual rationality,the dominant strategy of banks and E-commercial enterprises is(enter,counterattack).Considering network externalities,it constructs a competing model on banks and incumbent E-commercial enterprises and simulates competitive trends and balanced results of their behaviors,which illustrates that banks can obtain network effect after choosing E-commerce strategy.With the advent of Internet financial innovation,many commercial banks quietly have started to enter into the Ecommercial in order to prevent oligarchs from eroding financial market.From the perspective of industrial division,this paper reveals the nature of a phenomenon that E-commercial enterprises and banks have stepped into each other＇s field,which E-commerce of banks can give full play to network effects.Then it uses game theory to analyze the motions of banks to involve into E-commerce and the short-term competitive equilibrium of large incumbent Ecommercial enterprises as well.For individual rationality,the dominant strategy of banks and E-commercial enterprises is（enter,counterattack）.Considering network externalities,it constructs a competing model on banks and incumbent E-commercial enterprises and simulates competitive trends and balanced results of their behaviors,which illustrates that banks can obtain network effect after choosing E-commerce strategy.

关 键 词：network externalities lnternet finance bank into E-commerce game theory 

分 类 号：C93[经济管理—管理学] F832