A Study On Standards As Competitive Strategy In Network-economy

As the network-economy time is coming, enterprises can learn from each other and have the chance of imitation, at the same time enterprises depend more on each other in order to develop the new technology, so the technology of enterprises is becoming similar, and the market needs new products, the life-period of products is shortening, this results that controlling market only through technology is impossible, a non-technology competitive strategy---"the war of standards" has broken out.The "standards" in this study is the technology system which the consumers choose or the dominant enterprise or alliance develops and pushes, basing on the consumers' currency voting. The contest for the standards-offer status is standards competition. Many facts in the network-economy prove that the competition of standards has been the key of industrial competition, controlling the standards means controlling the market and holding the rhythm and orientation of the industrial development; so enterprises must become the winner of the standard-war by the strategy of technology-oriented, enlarging the consumer-base and building the alliance of standards.This paper analyzes the effect of standards on competition, the relation of standards and entry-exit barrier, the importance of standards as competitive strategy; explicates network-effect and the strategies of winning the standards-war in network, and instructs Chinese enterprises and government according to the Chinese situation.