网络外部性对线下商定价和服务提供策略的影响

The Impact of Network Externalities on Offline Pricing and Service Provision Strategies

在面临在线品竞争的情形下,研究了网络外部性对线下商定价和服务策略的影响。考虑线下商服务程度既定,给出了三种市场模式的形成条件,分析了网络外部性对各种市场模式产品定价、需求、线下商利润以及消费者剩余的影响,并进一步探讨了网络外部性下的服务提供策略。研究表明:较小的网络外部性形成线下商垄断,价格与网络外部性无关;较高的网络外部性将引起在线品竞争,线下商降价以吸引消费者,虽有助于提升市场份额,但会降低线下商利润;网络外部性适中时市场处于威胁模式,产品价格和线下商利润取决于网络外部性折扣与渠道估值的相对大小。垄断模式下网络外部性会激励线下商提高服务程度,竞争模式下则会促使线下商降低服务程度,并很大程度上损失消费者剩余。

In the face of online product competition, the impact of network externalities on off.line merchant pricing and service strategies was studied. Under given service level, the conditions for the formation of the three market models are given. Based on it, this paper analyzed the in fluence of network externalities on product pricing, demand, offline business profits, and consumer surplus for various market models, and further discussed the service provision strategies under network externalities. The research shows that the small network externalities form the offline monopoly, and the price has nothing to do with the network externalities;large network externalities will result in competition among online products, offline merchants will lower prices to attract consumers, which will help increase market share, but will reduce the profits of offline merchants;when the network externalities are moderate* the market is in a threat mode, and the products pricing and the profits of offline merchants depend on the network external discounts and the relative size of channel valuations. Under the monopolization model, network externalities inspire the offline merchants to improve the level of services;under the competition mode, it will reduce the level of service of offline merchants and the consumer surplus is largely lost.