网络效应 II：间接网络效应 Network Effects II: Indirect Network Effects

Loading...

Из курса от партнера Ludwig-Maximilians-Universität München (LMU)

高阶竞争策略（中文版）

79 оценки

Ludwig-Maximilians-Universität München (LMU)

高阶竞争策略（中文版）

79 оценки

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。】

Из урока

提高收益 Increase your Returns

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。

网络商品 Network Goods 4:11

网络效应 I：直接网络效应 Network Effects I: Direct Network Effects 7:36

网络效应 II：间接网络效应 Network Effects II: Indirect Network Effects 4:14

网络行业中的市场结构 Market Structure in Network Industries 5:50

Познакомьтесь с преподавателями

Tobias Kretschmer
Professor
Institute for Strategy, Technology and Organization

While direct network effects achieve their effects

from products that link consumers directly to one another,

there are also indirect network effect goods

that do this in a, guess what, indirect way.

For example, via compatible products.

So, what are indirect network effects?

How do we define them, and what do they depend on?

Well, indirect network effects, also of course, have this property

that the utility depends on the number of other users

but it's a slightly indirect effect

because the utility from the good depends on the number of complementary products.

And, therefore, indirectly on the number of other users.

So, let's take video games, or video game consoles as an example.

So, we've got consumers and we've got games,

both of which determine the utility of a video game console.

So, the more video games there are for a console,

the more attractive it is for consumers, right?

Clearly if we've got lots of games to chose from,

then it's going to attract more users.

On the other hand, the more consumers buy the console or have bought the console,

the more attractive it is for companies, for game developers, to develop those games.

So, therefore, what we get is an indirect effect

from one side of the market to the next.

So, the number of users is going to affect the number of complementary goods

and the number of complementary goods is going to affect the number of users.

So, more complementary goods means more users

and more users means more complimentary goods.

So, other examples, and we've got that actually as a fairly common phenomenon.

Other examples would be credit cards.

So, the more consumers have a particular brand of credit card

the more shops are going to be attracted to carrying this credit card.

And the more shops carry a particular credit card the easier it's going to be

for consumers to get that credit card or to get that brand of credit card

and subscribe to it, and use it in shops.

Software, again if we think of smartphones and apps,

the more people have a particular brand of smart phone,

the more likely it is that apps are going to be developed for it,

and the more apps there are,

the more attractive this particular brand of smartphone gets.

So, this is about the notion of complementarities.

So network goods with indirect network effects,

therefore have to be consumed together with other products.

These network goods, therefore, are complements

and as a consumer,

you're not looking at a single product out of those systems

but you're looking for the entire system.

So, a console could be fantastic

but you don't have any games for it, that makes it unattractive.

So a worse, technically a worse console with lots of game

might be more attractive as a consequence.

This also means that compatibility and standards

become important strategic variables.

So therefore, of course, network goods have to be compatible

or they have to operate on the same standard.

CDs, for example, have to have the same technical specifications as CD players.

Coordination, therefore, between complementary goods producers may be required.

So, if you are developing a CD or a CD standard then you going to have to get

both CD producers on board and you have to get CD player producers on board,

CD player manufacturers.

So, you might get this via coordination.

So, you speak to the other players that potentially could support your standard

or there might even be regulations

such as in the case of the GSM Alliance in Europe,

which basically set the standard for a second generation mobile telephony.

So, these are just some examples of indirect network effects

and we'll now move on to the next module, thanks.

Well, thank you for staying with me.

We're next going to take a look at the market structure in network industries.

[BLANK]

Ознакомьтесь с нашим каталогом

Присоединяйтесь бесплатно и получайте персонализированные рекомендации, обновления и предложения.

Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.

© Coursera Inc., 2018 Все права защищены.

Загрузить из App Store

Загрузить в Google Play