电子商务环境下网络外部性探析

摘要：在电子商务经济条件下，经济运行的新规律及商业策略与传统经济下相比具有新的特点，其中最重要和最具有深远意义的当属网络外部性了。网络外部性的存在一定程度上改变了亘古不变的经济法则，对网络经济中的消费者、企业、政府等都产生了深远的影响。本文从电子商务经济学的角度去界定和分析电子商务下的网络外部性，通过分析网络外部性对传统需求曲线、传统经济规律、产品价值及规模经济的影响，在掌握网络外部性的分析方法的基础上，探讨网络外部性下的电子商务决策。
关键词：网络外部性；需求方规模经济；正反馈效应

The Economics Analysis of Network Externality Under the Condition of Electronic Economy
Abstract: Unlike the traditional society economy, the element of the electronic economy have completely deferent and significant features and attributes, among all these features, the most important character is the network externality. Network externality is the prominent character of network economy, it is changing the economic rules which have existed for long time in certain way, and taking a great and deep influence on the different aspects of social economy. This issue try to interpret and analyse the network externalities from the aspects of the electronic economics analysis, This essay analyse the confluence of network effects on the traditional supply and demand curve, the traditional economic law, the product value and the economies of scale, and discusses the electronic commerce decision-making strategy under the network externality after grasp the economic analysis method of the network externality.
Key words: Network externality; The Demand Scope Economy; Positive Feedback Effect

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