网络效应下我国网上书店的定价行为分析

发布时间：2018-03-22 07:33

本文选题：网络效应　切入点：网上书店　出处：《东北财经大学》2012年硕士论文　论文类型：学位论文

【摘要】：近几年来,随着电子商务的出现,人们对网上交易活动的逐渐认可,网上书店也迅速发展起来并引起了越来越多消费者的关注,这不仅是由于其更具方便快捷、种类丰富、价格便宜及个性化服务的特点,更是其层出不穷的价格战所引发的社会各界的质疑。那么,商家们这种不计成本的价格战背后到底蕴藏着怎样的经营哲学?疯狂价格战的最终结果是否会形成独家垄断,而这种垄断的形成又将对消费者的福利产生怎样的影响?出版社是否作为价格战的牺牲者,承受了网上书店的价格挤压?政府在面对社会各界的质疑时应该采取怎样的态度?本文将针对上述问题,以网络效应理论为出发点,通过对网上书店市场的市场结构及其低价格竞争行为分析来进行解答。本文通过理论分析和实证分析相结合的方法,对我国网上书店的市场结构和低价格竞争问题进行论述。首先,文章对我国网上书店的发展现状进行了简单介绍,说明我国网上书店现有的种类、影响因素并对相关市场进行了界定,让读者对本文的研究对象有所了解。其次,通过对网络效应作用下垄断竞争性市场结构的形成,及其对网上书店的低价格竞争可能产生的影响进行分析,找到网上书店市场中商家选择价格战的理论原因和根本动机。然后以我国网上书店市场实际情况作为事实依据进行佐证,充分说明网上书店实施价格战的客观原因、竞争手段及其对相关利益主体可能产生的影响。除此之外,本文还简单介绍了网上书店实施的一些非价格竞争策略对网上图书定价可能产生的间接影响。最后,本文对网上书店如何改变以价格战为主要竞争手段的现状、出版社的应对策略和政府应采取的态度提出了一些建设性意见。通过本文的具体分析,可以得出以下结论：我国网上书店市场的结构类型为垄断竞争市场结构,在网络效应作用下的网上书店追求最大用户规模,但由于低进入壁垒和产品同质化等条件的存在,激烈的市场竞争迫使高市场份额的企业也加入到价格战的行列。单纯从价格战对图书价格的影响来看,价格战有利于消费者福利的增加,但从价格战对网上书店自身和出版社等利益相关主体的综合影响来看,价格战对整个社会福利的影响是不确定的。鉴于网上书店进行价格战是有其理论依据和现实意义的,本文建议应一分为二地看待价格战的影响,努力实现扬长避短的效果。本文的创新之处在于,与目前一些主要从网上书店的经营方式及与传统书店的对比角度出发来解释网上书店价格战的文献不同,本文以网络效应理论为出发点,将网上书店市场界定为独立的市场来进行研究,通过对网上书店市场的结构、行为及其影响进行分析,说明该市场商家价格战行为的根本原因、常用手段及应对策略,而不是一味地苛责这种源于市场特征的竞争行为。由于我国网上书店市场的发展还处于初级阶段,相关的研究数据也不是很充足,由此对本文的分析所形成的限制,也是本文的不足之处。
[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.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G239.23-F;F724.6

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