网络外部性、差异化竞争与主流化策略研究

Network Externalities,Differentiation Competition And Dominant Tactics

本文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。研究主要表明: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,本文对网络企业如何实施主流化策略提出了建议。

The paper analyzes an 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 undermentioned theoretic propositions;market share（not quality） is not only the focus of competition, but also the key of market success. Finally, the paper gives the details about dominant tactics.