文献类型：期刊文献

中文题名：网络外部性与企业市场进入研究——基于市场份额演化的分析

英文题名：The Network Externalities and the Enterprise Market Access: Based on the Evolution of Market Share

作者：陈慧慧[1]

第一作者：陈慧慧

机构：[1]河南财经政法大学工商管理学院

第一机构：河南财经政法大学工商管理学院

年份：2015

卷号：0

期号：9

起止页码：71-78

中文期刊名：中央财经大学学报

外文期刊名：Journal of Central University of Finance & Economics

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2014】；CSSCI:【CSSCI2014_2016】；

基金：国家社科基金项目"系统动力学视角下新型城镇化进程与土地利用效率的耦合机制研究"(项目编号:14CJY020)

语种：中文

中文关键词：直接网络外部性;间接网络外部性;市场进入;用户基础;动态演化

外文关键词：Direct network externality Indirect network externality Market entry User baseDynamic evolution

摘要：笔者通过建立网络外部性条件下的消费者效用函数,构建了能够体现出企业市场进入过程和结果的市场份额演化的动态模型,分别考察了直接网络外部性、间接网络外部性及质量三种因素对企业市场进入的影响。研究发现:对具有初始用户基础的企业来说,产品的直接网络外部性越强,越有利于企业用户基础优势的发挥,越能够帮助其市场进入获得成功;间接网络外部性越强,意味着与新产品相关联的开发商数量越多,越有利于企业已有用户向新产品的过渡和转换,能够帮助企业在进入初期便积累大量用户,有利于顺利进入市场;产品的质量特征越明显,消费者在选择产品时更偏好产品质量,如果新进入企业所模仿的产品的质量不及被模仿的产品质量,将不利于其市场进入的实现,其已有用户基础也不再成为其市场进入的优势。基于研究结果,笔者将网络外部性市场中的产品分为用户驱动型、开发商驱动型和质量驱动型,并提出了在网络外部性特征显著的情况下,企业实现市场进入的建议。
By establishing the utility function of the consumers under the condition of network externality, the author constructed a dynamic model of market share which can reflect the market entry, and examined the influence of direct network externalities, indirect network externalities, and quality on companies＇ market entry. The study found that： to the enterprises with the initial user based, when direct network externalities products stronger, the advantage of enterprise users base play more, and can help the market entry successful; When the indirect network externality is stronger, it means the number of developer which associated with the new products is more, then, more conducive to enterprise users＇ transition and transformation to the new product, and this can help enterprises accumulate a large number of users in the initial stage to enter the market successfully; When product＇s quality characteristic is more obvious, consumers will pay more attention to product＇s quality when selecting product. If entrants＇ quality is lower than the imitated enterprise＇, the existing user base will no longer be a market entry advantage. Based on the research results, the author divided the products into user driven, developers driven and quality driven in network externality market, and put forward the proposals about market entry for enterprises with network externality significantly.