Behavior Analysis of Bank into E-Commerce under Network Externalities

With the advent of Internet financial innovation,many commercial banks quietly have started to enter into the Ecommercial in order to prevent oligarchs from eroding financial market.From the perspective of industrial division,this paper reveals the nature of a phenomenon that E-commercial enterprises and banks have stepped into each other's field,which E-commerce of banks can give full play to network effects.Then it uses game theory to analyze the motions of banks to involve into E-commerce and the short-term competitive equilibrium of large incumbent Ecommercial enterprises as well.For individual rationality,the dominant strategy of banks and E-commercial enterprises is(enter,counterattack).Considering network externalities,it constructs a competing model on banks and incumbent E-commercial enterprises and simulates competitive trends and balanced results of their behaviors,which illustrates that banks can obtain network effect after choosing E-commerce strategy.