The Competitive Strategy Of Enterprise Based On The Platform Of Network Economy

Network economy is a kind of global economy based on information and internet, which uses information web as its' platform, promotes economy growth by technology, dominates commodities' circulation through e-commerce, and contact global market by internet. It parallels the traditional economy. In network economy, the marginal income increasing by degrees is the principal rule. And in the economy growth, technology improvement, externality economy and exchange cost decreasing urge the development of the economy. In a word, the network economy is effective than the traditional economy.Network economy makes an epoch in the economic development of the whole world. It brings the great changes to the production, the life style, and the competition. It also creates the new competitive space for enterprises that is called the platform of network economy, which is made up of Internet users, Internet, relative procedures and action regulations. The platform of network economy includes the information platform, the market platform, the exchange platform, the manufacture platform, the matter-flowing platform, the marketing platform and the service platform. Competition based on the platform of network economy is affected remarkably by the network externality, which leads to the standardization effect, the installed base effect, the feedback effect, and lock-in effect. With the network externality, the equilibrium of the market is a kind of short-term multi-equilibrium.On the platform of network economy, the enterprises are in the favorable macro-circumstance. First, the whole world is in peace, which guarantees the enterprises' future development. Second, economy globalization provides the enterprises that are on the network platform with the opportunities of management internationalization, capital-flow globalization, world-market integration, and technology and culture globalization. Third, the Internet users are increasing. TheInternet becomes the essential part of the lives of the people. Last, technological revolution is springing up in the whole world, which focuses on the information technology. The revolution also provides the enterprises with better foreground. At the same time, the cooperation of the supply, the transform threat of the demand, and the compatibility in the industry also change the competitiveness of the industry on the network economy platform. Moreover, there is a new kind of market structure of the competitive monopoly, which changes the competition and makes the competition focus on standard.In the standard competition, the enterprises should set down the standard competitive strategy with the strategically logic guided by customer, whose core is the standard and base is the user installed base. To the standard competitive strategy, the key strategically resources are the industry standard and the user installed base. On one hand, the industry standard as the strategically core can increase the network effect, reduce the incertitude and customer lock-in, as well as form the competitive platform. On the other hand, the base of the strategy is user installed base, whose structure is user-web, strategically value is relation capital, the maintainable mechanism is transform cost, economic rule is scale economy based on demand, and the forming is users' anticipation coordination.The standard competitive strategy includes the standard-leading strategy, the standard-challenge strategy, the standard-popularization strategy, and the standard-compatibility strategy. To implement these strategy, firstly, the enterprise should adopt the maneuvers including the CS management leading by corporation competitiveness, which can greatly improve the corporation's abilities, including the ability of sensing need, responding to customers, penetrating the market, customer relations and cooperative competence. Secondly, the alliance maneuver is also important, the enterprises can form the alliance of standard, the alliance of research, the alliance of technology transformation, and the alliance of ma...