多寡头序贯进入下的B2B电子商务网站IT投资决策

IT Investment Strategy of Multi-Oligopolies with Sequential Entrance for B2B E-Commerce Website

在当前竞争激烈的市场环境下,B2B电子商务网站应采取何种IT投资策略以保持竞争优势是一重要问题。通过考虑IT成本下降、竞争强度等因素,以Cournot模型为基础,构建了一个先入者、多个后来者的B2B电子商务网站的IT投资决策模型,探讨了IT成本下降和竞争强度对IT投资决策的影响。研究结果表明,随着IT成本下降,市场先入者采取防守性的、减少投资的策略,市场后来者采取进攻性的、增加投资的策略;随着竞争强度的增加,市场先入者和后来者都采取防守性的、减少投资的策略。研究结果可以为B2B电子商务网站的IT投资决策提供有益的指导。

In a competitive environment,it is important to adopt an information technology（IT） investment strategy of B2B e-commerce websites such that it is competitive.It is assumed that one oligopoly enters first and then the others follow late.In considering IT cost reduction and competition intensity,an IT investment strategy model is developed.Then,the effect of IT cost reduction and competition intensity on IT investment strategy is analyzed.Results show that,as the IT cost decreases,the first entrant tends to adopt a defensive strategy,while the late entrants are willing to adopt an offensive strategy.With the increase of competition intensity,both the early entrant and late entrants adopt an offensive investment strategy.These results are helpful to IT investment strategy for B2B e-commerce website.