發(fā)布時(shí)間：2018-03-22 07:33

  本文選題：網(wǎng)絡(luò)效應(yīng)　切入點(diǎn)：網(wǎng)上書店　出處：《東北財(cái)經(jīng)大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：近幾年來,隨著電子商務(wù)的出現(xiàn),人們對網(wǎng)上交易活動(dòng)的逐漸認(rèn)可,網(wǎng)上書店也迅速發(fā)展起來并引起了越來越多消費(fèi)者的關(guān)注,這不僅是由于其更具方便快捷、種類豐富、價(jià)格便宜及個(gè)性化服務(wù)的特點(diǎn),更是其層出不窮的價(jià)格戰(zhàn)所引發(fā)的社會(huì)各界的質(zhì)疑。那么,商家們這種不計(jì)成本的價(jià)格戰(zhàn)背后到底蘊(yùn)藏著怎樣的經(jīng)營哲學(xué)?瘋狂價(jià)格戰(zhàn)的最終結(jié)果是否會(huì)形成獨(dú)家壟斷,而這種壟斷的形成又將對消費(fèi)者的福利產(chǎn)生怎樣的影響?出版社是否作為價(jià)格戰(zhàn)的犧牲者,承受了網(wǎng)上書店的價(jià)格擠壓?政府在面對社會(huì)各界的質(zhì)疑時(shí)應(yīng)該采取怎樣的態(tài)度?本文將針對上述問題,以網(wǎng)絡(luò)效應(yīng)理論為出發(fā)點(diǎn),通過對網(wǎng)上書店市場的市場結(jié)構(gòu)及其低價(jià)格競爭行為分析來進(jìn)行解答。 本文通過理論分析和實(shí)證分析相結(jié)合的方法,對我國網(wǎng)上書店的市場結(jié)構(gòu)和低價(jià)格競爭問題進(jìn)行論述。首先,文章對我國網(wǎng)上書店的發(fā)展現(xiàn)狀進(jìn)行了簡單介紹,說明我國網(wǎng)上書店現(xiàn)有的種類、影響因素并對相關(guān)市場進(jìn)行了界定,讓讀者對本文的研究對象有所了解。其次,通過對網(wǎng)絡(luò)效應(yīng)作用下壟斷競爭性市場結(jié)構(gòu)的形成,及其對網(wǎng)上書店的低價(jià)格競爭可能產(chǎn)生的影響進(jìn)行分析,找到網(wǎng)上書店市場中商家選擇價(jià)格戰(zhàn)的理論原因和根本動(dòng)機(jī)。然后以我國網(wǎng)上書店市場實(shí)際情況作為事實(shí)依據(jù)進(jìn)行佐證,充分說明網(wǎng)上書店實(shí)施價(jià)格戰(zhàn)的客觀原因、競爭手段及其對相關(guān)利益主體可能產(chǎn)生的影響。除此之外,本文還簡單介紹了網(wǎng)上書店實(shí)施的一些非價(jià)格競爭策略對網(wǎng)上圖書定價(jià)可能產(chǎn)生的間接影響。最后,本文對網(wǎng)上書店如何改變以價(jià)格戰(zhàn)為主要競爭手段的現(xiàn)狀、出版社的應(yīng)對策略和政府應(yīng)采取的態(tài)度提出了一些建設(shè)性意見。 通過本文的具體分析,可以得出以下結(jié)論：我國網(wǎng)上書店市場的結(jié)構(gòu)類型為壟斷競爭市場結(jié)構(gòu),在網(wǎng)絡(luò)效應(yīng)作用下的網(wǎng)上書店追求最大用戶規(guī)模,但由于低進(jìn)入壁壘和產(chǎn)品同質(zhì)化等條件的存在,激烈的市場競爭迫使高市場份額的企業(yè)也加入到價(jià)格戰(zhàn)的行列。單純從價(jià)格戰(zhàn)對圖書價(jià)格的影響來看,價(jià)格戰(zhàn)有利于消費(fèi)者福利的增加,但從價(jià)格戰(zhàn)對網(wǎng)上書店自身和出版社等利益相關(guān)主體的綜合影響來看,價(jià)格戰(zhàn)對整個(gè)社會(huì)福利的影響是不確定的。鑒于網(wǎng)上書店進(jìn)行價(jià)格戰(zhàn)是有其理論依據(jù)和現(xiàn)實(shí)意義的,本文建議應(yīng)一分為二地看待價(jià)格戰(zhàn)的影響,努力實(shí)現(xiàn)揚(yáng)長避短的效果。 本文的創(chuàng)新之處在于,與目前一些主要從網(wǎng)上書店的經(jīng)營方式及與傳統(tǒng)書店的對比角度出發(fā)來解釋網(wǎng)上書店價(jià)格戰(zhàn)的文獻(xiàn)不同,本文以網(wǎng)絡(luò)效應(yīng)理論為出發(fā)點(diǎn),將網(wǎng)上書店市場界定為獨(dú)立的市場來進(jìn)行研究,通過對網(wǎng)上書店市場的結(jié)構(gòu)、行為及其影響進(jìn)行分析,說明該市場商家價(jià)格戰(zhàn)行為的根本原因、常用手段及應(yīng)對策略,而不是一味地苛責(zé)這種源于市場特征的競爭行為。由于我國網(wǎng)上書店市場的發(fā)展還處于初級階段,相關(guān)的研究數(shù)據(jù)也不是很充足,由此對本文的分析所形成的限制,也是本文的不足之處。
[Abstract]:In recent years, with the development of electronic commerce, people gradually recognized in online transactions, online bookstore has developed rapidly and attracted more and more attention of consumers, this is not only because of its more convenient, abundant, cheap and personalized service characteristics, is the question caused by the emerge in an endless stream. The price war from all walks of life. So, behind this businessmen regardless of the cost of the price war really contains how philosophy? Whether the final result crazy price war will form a monopoly, and this monopoly formed on the welfare of consumers will have what effect? Whether the press as a victim of the price war, bear Online bookstore is the price squeeze? The government should take what kind of attitude in the face of the community when questioned? This paper will address the above issues, the network effect theory as the starting point, Through the analysis of the market structure of the online bookstore and its low price competition behavior, the solution is made.
Through the combined method of theoretical analysis and empirical analysis, discusses the market structure of China's online bookstores and low price competition problems. Firstly, the development status of the online bookstore in China this article introduced, that our online bookstore existing types, influence factors and the definition of the relevant market. Let the reader understand the research object of this paper. Secondly, based on the network effect under the monopoly competitive market structure, and analyzed the impact of low price competition of online bookstore may have found on the net bookstore market, businesses choose the price war and the fundamental theory of motivation. Then according to the actual situation of the bookstore market the Internet in China as factual evidence, fully explain the objective reasons of online bookstore implementation of price war, means of competition and the relevant stakeholders may produce. Ring. In addition, this paper also introduces the indirect effects of some non price competition strategy implementation of the online bookstore can have on the online book pricing. Finally, this paper online bookstore how to change the status quo by the price war as the main means of competition, press the strategy and the government should take the attitude of the author puts forward some constructive suggestions.
Through a detailed analysis of this paper, the following conclusions can be drawn: the structure type of China's online bookstore market is monopolistic competition market structure, the network effect of online bookstore maximize the size of the user, but due to low barriers to entry and product homogenization conditions exist, the fierce market competition forced the high market share of the enterprise also joined to the ranks of the price war. Only from the price war on the impact of book price, price war to increase the welfare of consumers, but from the price war of online bookstore and press and other stakeholders of the comprehensive effect, effect of price war on the welfare of the whole society is uncertain. In view of the online bookstore price the war has its theoretical basis and practical significance, this paper suggests that we should look at the influence of One divides into two. price war, and strive to achieve the weaknesses of the effect.
The innovation of this paper is mainly from the online bookstore with some of the current mode of operation and the comparison with the traditional bookstore online bookstore perspective to explain the price war literature different, based on the network effect theory as the starting point, the online bookstore market is defined as the independent market to study, through the structure of the online bookstore market. Analyze the behavior and influence, the root cause of the market price war behavior businesses, common means and strategies, rather than blindly blame this stems from the characteristics of the market competition. Due to the development of the market on the net bookstore in our country is still at the primary stage, relevant research data is not enough, the analysis of the in this paper, the forming limit, the disadvantages are also in this paper.

【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：G239.23-F;F724.6

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