摘要
本文认为,产品差异化的存在,决定了在具有竞争关系的网络媒体平台之间的市场分割是不均等的,而且不论是同一价格还是不同价格,差别市场的平台企业份额都不相同;我国网络媒体市场集中度已经比较高,新进入的网络媒体平台选择行业性、地区性、个性化进入,走"地域+高端"或"专业+高端"的道路是明智之举;网络媒体市场只有两种可持续的稳定结构,一是龙头企业凭借其规模获得规模经济,享受相对于较小竞争对手的价格优势,二是产生差别化的产品市场,市场内的企业生产一批同"类"信息产品,但具体内容却各不相同;今后网络媒体的发展趋势是以个性化服务来赢得市场,而个性化服务意味着服务成本和服务质量的提高。
The authors put forward that product differentiation determines the unequal market segmentation among the competitive internet media platforms. And no matter with the same price or different prices, enterprises in the differentiated market will have different market share. Because of the high degree of market concentration of the internet media market in China, the new comers should develop on the road of ＂region plus high-end＂ or ＂specialization plus high-end＂. There are only two sustainable stable structures in this market. First, with the help of scale economy, the leading enterprises can enjoy the price advantage comparing with other ＂small＂ competitors. Second, in the market in which produces the differentiated products, while producing the ＂same＂ information product, the contents are different. So, in the future, to win more market share, the internet media should develop on the road to be individualized.
出处
《中国流通经济》
CSSCI
北大核心
2009年第11期67-70,共4页
China Business and Market
关键词
网络媒体
产品差异化
双边市场
竞争行为
internet media
product differentiation
bilateral market
competitive behavior
