网络效应、市场份额与标准战

Network Effects,Market Share and Standards War

分析网络型产业的标准竞争,模型比较了统一标准前和统一标准后厂商利润、消费者效用以及社会福利的变化,结论表明,统一标准可使厂商利润增加、社会福利增加。消费者的消费决策决定标准竞争的胜利者归属,网络产业的标准竞争出现赢者通吃、败者出局的稳定均衡,对于厂商而言,初始市场份额的大小是决定标准竞争成败的关键因素。给出了进行标准竞争的企业策略,并提供了案例。

This paper sets up a frame for analyzing standards competition.We analyze the changes of firm＇s profit,consumer＇s utility and social welfare between after united standards and before united standards.The result shows that the united standards increases the firm＇s profit and the social welfare,but decreases the consumer＇s utility.However,consumer＇s consumption decision determines who will be the winner in the standards competition.By consumer＇s decision,the standards competition in network industry results in the winner-take-all and the loser-out-of the market,which is stable equilibrium.For firms,how large the market share is at the beginning is the key factor determining whether it will win the standard competition.We also present some strategies for firms how to carry out standards competition.