网络外部性存在下的产品差异化竞争与价格歧视策略

Network Externalities,Production Differentiation Competition and Price Discrimination

将网络外部性同顾客选择与产品差异化理论结合,通过构建扩展的豪泰林模型研究了网络外部性对市场绩效与企业竞争策略的影响。研究表明:网络产品差异化竞争遵循“最大差异化”原则,当某种网络产品成为主流化产品时,将比非主流化产表现出更强的网络外部性,并且价格和厂商利润均高于非主流化产品。最后,对网络产品歧视价格与单一价格进行了比较研究。表明企业通过价格歧视可以缓解网络外部性对企业利润造成的压力,但不会导致社会福利水平的变化。

The paper analyzes a two-stage extended Hotelling model with network externalities,and carries out the research on the impacts that network externalities put on competition tactics of companies.The paper puts forward and demonstrates under-mentioned theoretic propositions: when the competition of network goods obeys the rule of maximum differentiation,market share (not quality) becomes not only the focus of competition,but also the key of market success.Finally,a price discrimination model is established,wh...