浅析网络外部性和中国移动的市场竞争

电子商务论文编号:DZ091  包括:开题报告及任务书,论文字数:14160,页数:21

目   录

1 导论 ..............................................................................2
1.1 问题的提出及其研究的意义 ................................................................2
1.2 国内外的研究现状 .................................................................2
2 中国移动通信市场的竞争格局现状分析 .......................................................3
2.1 中国移动通信行业发展概述 ................................5
2.3 中国移动通信市场潜在进入者 .........................................................7
2.4中国移动通信集团公司面临的问题............................................................ 7
3 网络外部性概述....................................................................... 8
3.1 网络外部性的含义 .......................................................................8
3.2 网络外部性的效应 ......................................................................10
4 网络外部性下中国移动的市场竞争对策分析 ..............................................11
4.1 网络外部性效应下第一代和第二代中国移动通信市场的竞争 ...................11
4.2 网络外部性效应下中国移动通信市场的3G时代标准选择 .........................13
4.3 网络外部性效应下中国移动通信市场的选择结果.................................... 16
4.4 中国移动通信集团公司的竞争对策.......................................................... 17
5 结论...............................................,.......................... 19
参考文...............................................................................20
致   谢 .............................................................................21

摘    要

       近年来，中国移动的市场份额逐年减少，在即将到来的3G时代中国移动通信集团公司能否还像之前那样控制着市场？移动通信产业显著的特征是网络外部性,它的存在一定程度上改变了亘古不变的经济法则，其效应来源于市场中消费者的趋同效应, 它往往导致赢家通吃的市场格局。
本文分析说明了中国移动通信产业的竞争概况以及网络外部性的内容进而从网络外部性的角度研究中国移动通信产业的市场竞争，研究结果表明,随着中国移动通信产业的发展、移动固网垄断优势的被打破以及网络外部性效应的影响, 在即将到来的激烈的3G竞争时代，中国移动合理利用网络外部性效应，扩大用户安装基础，方能在移动通信市场的竞争中笑到最后。

【关键词】网络外部性   用户锁定  正反馈  网络效应  

Abstract

As the market share of China mobile falls off year by year in recent years，can he still Controls a marketplace like before in the 3G times ? Move the estate communicating by letter outstanding characteristics is the network outside, and its existence has changed the eternally immutable economy law on certain degree whose effect originates from tending towards and effect of marketplace middle consumer. It always leads to the marketplace pattern that the winner eats.
    The main body of the article analyses that China moves the estate competition general situation and the network outside content communicating by letter and then the angle from the network outside studies China moves estate market competition communicating by letter. The result is that with the development of China mobile estate, the quilt strengthening a net monopolizing advantage breaks displacement and network outside effect, China moves the effect making use of the network outside rationally , the consumer who expands assembles a basis , can laugh  in the competition moving the marketplace communicating by letter to arrive at final in the 3G times.

【Key word】Network outside； consumer locked；Positive feedback；　Network effect