网络外部性、商业模式与PC市场结构

Scale Economy, Network Externalities and PC Market Structure

本文基于PC市场规模经济和网络外部性的特点 ,构建了扩展的豪泰林模型 ,研究了PC市场结构的决定因素和形成机理及厂商的不同商业模式 :在规模经济明显和网络外部性强的PC互补品市场上往往呈现出双寡头竞争格局 ,先进入PC市场的厂商较传统产业享有更大的成本优势和网络外部性优势 ,后来厂商不得不强化传统的价格和产品差异化等竞争手段 ,采取不同的商业模式参与竞争 ;在规模经济不明显和网络外部性弱的PC互补品市场往往呈现出多家企业进行垄断竞争的格局 ,双寡头市场上的厂商则根据不同的比较优势与垄断竞争市场的相关厂商进行合作或竞争。

In this article combining with scale economy and network externalities of PC markets,and considering the different business models of PC firms, authors construct patulous hotelling models, study the determining factors and formative mechanism of PC market structure, and analyze different business models of PC firms: in the scale-economy-obvious and network-externalities-strong PC markets there always is duopoly, compared with that of the traditional industry, the forerunners of PC markets possess the greater cost advantage and the network externality advantage, the subsequent firms not only have to enhance traditional competitive means, for example, price competition, product differentiated competition etc, but also have to adopt different business models to compete with the forerunners; in the scale-economy-unobvious and network-externalities-weak PC markets monopolistic competition of several firms often come into being. According as the different comparative advantages,the firms in duopoly cooperate or compete with the firms in monopolistic competition.