网络企业的双寡头竞争博弈分析

Game analysis of duopoly competition of network firms

研究网络企业的双寡头竞争博弈模型以及网络企业的竞争策略,能为网络企业提供理论的指导与实践的参考.网络企业的双寡头竞争博弈可分为两个阶段:初级阶段和成熟阶段.通过对博弈模型的分析,探讨了网络企业在各个竞争阶段应采取的竞争策略.研究表明,当市场处于初级阶段时,企业应采取渗透定价竞争策略,以吸引尽可能多的用户入网,从而取得网络外部性优势;当市场处于成熟阶段时,企业应采取降低转入切换成本,提高转出切换成本的竞争策略,以争夺竞争对手的用户.

This study focuses on competition model of duopoly network firms and competition strategies of network firms. The study can provide theory direction and practice reference for network firms. Competition model of duopoly network firms can be divided into two periods: initial period and mature period. The competitive strategies of network firms in two periods are investigated by analyzing the model of game theory. The paper shows that firms should take penetrating pricing strategy in initial period. This strategy can attract users as many as possible and acquire advantage of network externalities. While in mature period, firms should decrease entering switching cost and increase exiting switching cost. This strategy can contest for rival's users.