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。】
网络行业中的市场结构 Market Structure in Network Industries
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From the course by Ludwig-Maximilians-Universität München (LMU)
高阶竞争策略（中文版）
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From the lesson
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。
Meet the Instructors
Tobias KretschmerProfessor
Institute for Strategy, Technology and Organization
So one last, but nevertheless, very important aspect of network effect before
we move on to our next topic, which is boundaries of the firm,
is the special structure of the market in network industries.
So market structures and network industries are often,
as we've seen in the early part of this module, they're often very extreme.
They're very concentrated and they're very asymmetric.
So if we think of a situation with competing standards,
what is the likely outcome here?
Well, if we do have two competing standards or
two competing systems evolving at the same time, what can happen
is that one of those two completely takes the market and the other one disappears.
So taking the standard battle for
video recorders and VCR cassettes between VHS and Betamax.
What we see is that VHS actually, they started with a lag.
They were second to the market to Betamax, but they got a small lead and
eventually they started taking over the entire market.
And by 86, there was basically no contest whatsoever,
VHS had completely taken the market.
So you might wonder how can such similar products, so
there are arguments for VHS, there are arguments for
Betamax, but there wasn't really that much of a difference between those two.
How can such similar products have such different market shares?
Well, we're facing what we think of as a tipping market, or
what we call a tipping market.
So we have a standards battle for VCR cassettes,
where VHS had gained a head start against Betamax and we got this outcome.
A tipping market is a market with very strong indirect, or direct network
effects, so thinking of the VHS example, this had strong indirect network effects
because the utility depended a lot on the availability of rental cassettes.
And those had to be available on either VHS or Betamax.
Studios, as they saw that VHS was starting to gain a lead,
they started producing more films for VHS, and
rental stores started stocking more cassettes just for VHS.
This means that consumers will end up adopting VHS more than Betamax,
because there were simply more films available.
And on it went.
So the market eventually tipped towards VHS, and Betamax eventually disappeared.
And this is not something that's completely new, or
that's completely unique to VCRs.
So looking at browsers, Internet browsers.
So you have here the case of Internet Explorer, Firefox, and Chrome,
where Internet Explorer had beyond 80% market share in 2002,
but they kept on losing steadily to only to be replaced almost by Firefox,
which had almost 50% market share around 2009.
But then Firefox started losing again, and Chrome started taking over and
is now the market leader.
What is interesting though, is that you don't have a standards battle in
the extreme way that we had with VHS and Betamax.
But you had sort of a slow process of replacement and dominance and
so on, but none of these systems are taken off the market completely.
So what determines market structure in network industries?
Well, roughly speaking,
we can think of two forces that determine market structure in these network markets.
The strength of network effects and
the degree of consumer heterogeneity, in taste, for these different products.
So we would expect to have a monopoly as a result of a standards battle,
if network effects are very strong and consumer heterogeneity is fairly low.
In other words, people are pretty much indifferent between one or
the other system but they care about network size.
So example of this would eBay as an auction platform or VHS as a VCR system.
Niche survival is a structure where one firm is dominate but
other niche firms are able to survive.
This is the case if you have slightly weaker network effects, but
in particular you have very strong consumer heterogeneity.
In other words, there are some users that will not be swayed by the fact
that the other network, the less preferred network, is just huge.
So Linux, for example, has been able to maintain a niche presence in
the market for operating system, even though Windows was really strong and
has been strong and is still going strong for several decades.
The third possible market structure would be a case of dominant heterogeneity.
So here, weak network effects and high consumer heterogeneity lead to
a structure where there's not really one system that ends up dominating.
So music players here, for example, would be
one case where no one system has managed to replace all the other ones.
So this was a brief look at the likely market structures and the possible market
structures with network effects, and what the possible determinants are.
So while this was the last video on network effects in this module,
there will be another module later on in the course
that will help you make use of this newly acquired knowledge, and
is entirely dedicated to strategies in network markets.
But for now, let's move on to the topic of boundaries of the firm,
where we'll start with horizontal firm boundaries.
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