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网络商品 Network Goods

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网络商品 Network Goods

本模块中，我们将讨论两个可以用来提高公司收益的非常重要的新概念：网络效应和企业边界。我们将发现，在制定商业策略时考虑这两个概念有助于我们提高策略效果最终提高收益。

与之前的“竞争策略”(https://www.coursera.org/learn/competitivestrategyzh)相比，“高阶竞争策略”课程将在讲解新课题和新模块的同时，结合更多实际案例并提供更多与学生互动交流的机会。在“高阶竞争策略”课程中，我们将研究企业如何通过增加转换成本和推进战略客户锁定来建立和维护客户群。探索企业如何通过寻求适当的价格歧视和产品差异化策略来提高收益。我们将举例介绍在欧盟竞争政策和美国反垄断政策前提下可接受的行为，并且找到企业通过战略性利用网络效应和规模经济来增加回报的方法。我们会进一步强化新学的有关网络效应的知识，并讨论专门为网络市场定制的策略。我们还会分析兼并和收购的运作方式，此外，帮助您思考有助于公司有机增长的其他策略。 This is a Chinese version of Advanced Competitive Strategy. You can find the original course in English from our course catalog. 【此版本是Coursera首次尝试推出的中文翻译版。课程视频为英文原版附中文字幕，课程页面和测验已译成中文，帮助中心提供中文支持。此版本仍在测试中，欢迎批评指正。】

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Ministrado por

Tobias Kretschmer
Professor

Transcrição

We are first going to approach the topic of network effects

by taking a look at some typical examples and properties of network markets.

So, to explain what network effects are all about,

let's take a look at one classical example of a product with network effects.

Specifically, let's take the telephone.

So, we're going to go through a couple of properties

that I think we all agree that the telephone has,

and then we'll translate this into economic terms.

So, first of all, for a telephone to be useful,

we need other people to communicate with.

This also means that if no other users have phones,

then there is no point in getting one.

If others have a system, if others have telecommunication connections,

then they have to work on the same standard or they have to be compatible.

In other words, I have to be able to make a connection with other people.

If you recall, or if you remember back, you're basically going to realize that

most people switch their telephone operators not very often.

So, it seems to be difficult to change between different operators,

which also implies there are only few operators in the market.

So, when you're trying to look for a new connection, for a new network,

it often turns out that there are not that many options to choose from.

And finally, infrastructure has to be built in advance.

Before you even start making the first phone call,

the telephone operator has a lot of set up costs.

So, you either have to lay the cable underneath the ground

or you have to build mobile transmission towers

if you're looking at mobile networks.

So, these are basically six important properties of the telephone.

Let's now translate this into general properties of network effects.

So, the fact that we need other people to communicate with,

means that there are positive consumption externalities.

In other words, if someone else joins my network, I get an additional utility.

I get an additional benefit from that.

The fact that no other users means that

I don't get any utility is an implication of critical mass.

So, critical mass means that

below a certain size, a network will not be sustainable.

And network size is an important factor

when it comes to determining the success of a product.

Complementarity, compatibility, and standards are important strategic variables

when we're thinking of a network good.

The fact that it's difficult to change between operators suggests that

there are switching costs

and that consumers will often be locked-in to a particular network.

Now, this is a property that's not exclusive to network markets,

but it's something that we see fairly often in there.

We often have few operators in the market, which means that

we often end up with very concentrated market structures which are often asymmetric.

So, in other words, there's often one winner,

and there are some losers in the industry in a particular network good.

And finally, the fact that we have to build the infrastructure in advance

also means that there are often significant economies of scale in production.

So, in other words, when we're linking all these factors,

it suggests that there is an advantage to being big.

And being big, having a big network, actually makes it easier to become even bigger,

both on the cost side,

so that's about the economies of scale in production.

But also on the benefits side,

which means that there are positive consumption externalities.

So for now, stay tuned for the next video.

Okay, so now that we've got a rough idea about network goods,

we can continue to find out

what their special properties mean when it comes to marketing them.

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