本土汽车企业网络外部性与非价格竞争策略

Network Externalities and Non-price Competition Strategy of China's Domestic Automobile Enterprises

在我国汽车市场整体表现良好的情况下,本土汽车企业的经营却十分惨淡。针对这种状况,对本土汽车企业的网络外部性特征进行了分析,提出通过采取非价格竞争策略提升本土汽车企业直接和间接的网络外部性优势,提升本土汽车品牌形象,提升服务质量,降低使用成本,提高市场竞争力。

The whole China＇s auto market is booming while China＇s domestic automobile enterprises show a weak perform-ance.The network externalities of domestic automobile enterprises were analyzed;it was suggested that domestic auto companies should establish a network externality advantage both in direct way and indirect way via Non -price Competition Strategy .And then the companies can enhance the brand image , improve service and reduce costs .On this basis, local brands can enhance their market competitiveness .