【作者】 闫涛；

【导师】 张明玉；

【作者基本信息】 北京交通大学 ， 企业管理， 2008， 博士

【摘要】 随着经济全球化和ICT(信息和通讯技术)产业的发展,以技术标准为主的竞争逐渐成为市场竞争的高级形式,标准竞争作为一种新的竞争形式,正渐渐主导ICT产业领域的市场竞争,并日益成为首要和基本的竞争形式。本文着眼于经济全球化浪潮下ICT产业高速发展、技术标准之争愈演愈烈的宏观环境,以企业技术标准的竞争过程和竞争策略为研究对象,力求通过理论和实证的分析以及数学模型推导,得出企业技术标准竞争的最佳策略,为中国企业的标准竞争战略发展提供科学、有效的参考建议。技术标准具有典型的网络效应,使用某种技术标准的产品数量越多,其产生的网络效用也就越大。技术标准竞争的成败,关键在于消费者会选择哪种技术标准的产品,而消费者的选择是建立在能使自己获得最大的产品效用基础上的。本文以博弈论为基本分析工具,以网络效应为切入点,从消费者选择的角度,建立先发技术标准与后发技术标准竞争的动态博弈模型,通过该模型分析企业标准竞争的最佳策略。为了使论文更好地应用于实际,必须考虑到消费者在技术标准选择中有限理性因素,这种有限理性导致了消费者一开始并不一定选择产品效用最大的技术标准,论文根据复制动态理论,进一步演绎技术标准竞争博弈的进化过程,揭示在消费者有限理性的条件下,即使某些消费者的选择一开始出现错误,但也能通过不断地学习和调整,掌握完全理性条件下的纳什均衡策略,达到最终稳定状态。本文还引入政府干预的外部因素,研究国家干预对博弈模型的改变和对企业博弈策略选择的影响。并结合具体案例(中美无线局域网标准的博弈竞争案例)进行分析讨论,进一步揭示标准竞争的动态博弈过程,验证国家政策对博弈模型的改变和对企业博弈策略选择的影响,增强了论文的实际应用价值。最后,对企业的标准竞争战略进行深入研究,首先,采用SWOT分析的方法,分析中国标准参与国际竞争所处的宏观环境,指出目前中国标准在标准竞争中存在的问题,并提出相关的建议。将企业参与标准竞争划分为三个阶段,指出每个阶段对应的目标和相应的标准战略,根据参与竞争的阶段不同,将企业的标准战略划分为标准开发战略、运营战略和市场竞争战略三种类型,结合实际案例,给出可供企业参考的具体战略措施。本文的主要创新点如下:1、以技术标准的网络效用、产品的单独效用、产品的价格为基本参数,构建出产品效用函数,以产品效用函数为基础,建立基于消费者选择的技术标准竞争三阶段动态博弈模型,利用博弈论分析揭示标准竞争的动态过程和均衡结果;2、考虑到消费者在技术标准选择中有限理性因素,创新性地将进化博弈论中的“复制动态”公式引入到技术标准竞争的博弈分析中。揭示出在消费者有限理性下,即使一开始没有选择产品效用最大的技术标准,但也能通过不断地学习和调整,掌握完全理性条件下的纳什均衡策略,并达到最终稳定状态。3、将国家干预因素引入到动态博弈研究中,以中美无线局域网标准的竞争为案例,建立中美技术标准竞争的四阶段动态博弈模型,分析每一个子博弈的纳什均衡策略,研究国家技术标准政策对标准竞争结果的影响,并给出中国无线局域网的竞争策略建议,增强了论文的使用价值。4、将企业参与标准竞争过程划分为“标准引入阶段”,“标准运营阶段”,“市场竞争阶段”三个阶段,并根据竞争阶段不同,将企业的标准竞争战略归纳为“标准开发战略”、“标准运营战略”、“标准市场战略”三种类型,并详细讨论了每种战略类型下,企业可采取的具体竞争策略。更多还原

【Abstract】 With the development of ICT(information and communication technology) industry and economic globalization,the technical standards competition is becoming a higher form of market competition.As a new form of competition,technical standards competition is gradually leading the market competition in ICT industry,and gradually becoming the primary and fundamental form of competition.Based on the rapid development of global ICT and the increasingly fierce technical standards competition this paper is aimed to study the competitive process of enterprise technical standards and competition strategies.It strives to get the optimum strategies of technical standards competition by using the mathematical model,and provides science and effective proposals for the Chinese enterprise’s standards competition strategies.Technical standard is typically characterized by network effect.One standard is adopted more widely by products;the network effect it brings is stronger.The key point to success of a technical standard is the choice of consumer,which is based on the maximum utility of products.Based on the game theory and network effect this paper builds a dynamic game model of competition between old technical standard and new technical standard from the point of consumer,through which the optimum technical standards competition strategies for enterprises can be obtained.In order to make this paper better applied to the actual,some bounded rational factors must be taken into account which results in that the consumer will not choose the technical standard which has the biggest utility of products at the beginning.Based on replicator dynamic theory,this paper further deduct the evolution process of technical standards game,and finally draws some conclusions that under bounded rational condition,even if consumers made mistakes at the beginning he can grasp the Nash equilibrium strategies as same as under the complete rational condition through unceasingly study and adjustment,and finally achieve the steady state.This paper also introduces external factors,such as government intervention,and studies the influence of government intervention to the game model and the game strategies of enterprise.By discussing the actual case of WLAN standards game between China and USA,it further reveals the dynamic game process of standards competition,authentication the influence of government intervention to the game model and the game strategies of enterprises,enhance the practical value of this paper.Finally,it makes a deep study on enterprise’s standards competition strategies. Firstly it uses SWOT analysis method to study the macro-environment of Chinese standards competition and the present question of Chinese standard competition,then puts forward related proposals.This paper divides the process of standards competition into three stages with different goal and standards competition strategies.These strategies were classified into three types correspondingly which are standards research strategies,standards management strategies and standards marketing strategies. According to actual cases,the optimum strategic measures can be provided for enterprises.The main innovation points are as follows:1.It takes primary parameters of network effect,utility of individual product and product price to construct a product utility function.Then a three stage dynamic game model is set up based on this function.Finally the dynamic process of standard competition and equilibrium strategies are analyzed using game theory.2.With a view to bounded rational factors,this paper introduces "replicator dynamic formula" of game theory into the game analysis of technical standards competition and finally gets some conclusions that under bounded rational condition, even if consumers made mistakes from the very beginning,but can grasp the Nash equilibrium strategies as same as under the complete rational condition through unceasingly study and adjustment,and finally achieve the steady state.3.Introduce the government intervention factors in the dynamic game model,By using the case of WLAN standards game between China and USA as the example, establish four stage dynamic game model of the China and USA technical standard competition,analyze the Nash equilibrium strategies of each sub-game and the influence of country technical standard policy to the standards competition result,and give suggestions of Chinese standard of WLAN,enhance the practical value of the papers;4.Divides the process of standards competition into three stages:"the standard introduction stage","the standard operation stage",and "the market competition stage". The standards competition strategies were classified into three types correspondingly: "standards research strategies","standards management strategies" and "standards marketing strategies".A detailed discussion of specific competition strategy which enterprises can adopt under each type of strategies is carried out.更多还原