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研究生:高偉傑
研究生(外文):Wei-Chieh Kao
論文名稱:網路壅塞下探討雙占的網路業者在頻寬與加值服務的策略
論文名稱(外文):The Strategies for Duopoly on Bandwidth and Value-added Services under Network Congestion
指導教授:鮑世亨鮑世亨引用關係
指導教授(外文):Shin-Heng Pao
口試委員:蔡政言楊曉文
口試日期:2011-05-19
學位類別:碩士
校院名稱:淡江大學
系所名稱:國際企業學系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:78
中文關鍵詞:網路外部性網路壅塞加值服務廠商規模絕對頻寬相對頻寬提供加值服務之邊際成本消費者與廠商之心理型態
外文關鍵詞:Network CongestionValue-added ServicesNetwork Absolute BandwidthNetwork Relative BandwidthMarginal Cost of Value-added ServicesFirm SizeMental State
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「網路壅塞」( Network Congestion ),是只要在討論網路議題時都必然要解決的一大問題。對於由網路議題所衍生之「網路外部性」( Network Externality ) 與「網路效果」( Network Effects ) 等主題的探討,也已經藉由許多文獻到相當卓著的見解,因此本文也同樣希望由經濟的角度來討論存在「網路壅塞」或「網路負面外部性」之下,對於網路服務供應商的競爭互動策略將會有何影響。
沿用Gibbens, Mason, and Seinberg (2000) 的文章所討論的主題與所運用的數學模型,並加以修改,同時由於網路業者所提供之加值服務於今日愈加多元且早已大幅改變人們的生活方式,在網路不可或缺的時代,消費者不只關心網路連線的安定與品質,更重視網路業者所提供之豐富的附加服務;而對網路商而言,在科技突飛猛進的推波助瀾之下,也把合理而可行的網路加值服務視為拓展市占率的途徑之一。所以本文希望進一步呈現在符合某些假設之下,結合消費面與生產面,嘗試由廠商規模、絕對頻寬、相對頻寬、提供加值服務的邊際成本以及消費者與廠商之心理型態等角度,來探討網路服務供應商彼此之間在市占率、定價以及利潤等方面將會如何運作。


“Network Congestion”, as long as the topic of the discussion network are bound to solve a problem; the issues arising from the network of “network externalities” and the “network effect” and other topics discussed by the literature has been quite remarkable insights, but this will also be looking to discuss the economic point of view there is “network congestion” and “network externality” under the For net work service provides will be the impact of competitive interaction strategies.
Follow Gibbens, Mason, and Steinberg(2000) discussed the subject of the article with the use of mathematical models, and modify, and because the network operators to provide value-added services are increasingly diversified and today has long been a substantial change people’s way of life, essential in the era of Internet, consumers not only care about the stability and quality of network connectivity, network operators pay more attention to the wealth of additional services provided; and for network operators, the rapid advances in science and technology in fueling the, it is also reasonable and feasible network to value-added services as one of the ways to expand market share. Therefore, this article hopes to show, subject to certain assumptions, a combination of consumption and production side surface, attempts to firm size, the absolute bandwidth and relative bandwidth, the marginal cost of providing value-added services and the types of consumers and manufacturers of the angle of Psychology the explore each other Internet service providers in the market share, pricing and profits, etc. will be how it works.


目錄
第一章 緒論........................1
第二章 文獻回顧......................3
第三章 數學模型架構....................7
第一節 需求面...................7
第二節 生產面...................10
第三節 競爭策略分析與結果.............11
對稱策略 討論情況一............11
對稱策略 討論情況二............19
不對稱策略 討論情況三...........28
不對稱策略 討論情況四...........33
第四章 結論與建議....................38
參考文獻.........................43
數學附錄.........................45

圖形目錄
參考圖形一........................68
參考圖形二.......................69


參考文獻

(1) 蔣明晃、鄧景宜 ,「網路外部性下對兩群異質顧客的定價策略之研究」,臺大管理論叢,第12卷第1期,頁1~36。
(2) 洪廣明 ,「網路外部性下雙佔廠商之產品相容性決策」,銘傳學刊,第10卷第1期,頁111~130。
(3) 方文昌 ,「網路外部性與電腦網路服務」,企業管理學報,第43期,頁37~72。
(4) Gibbens, R., Mason, R., and Steinberg, R., ,”Internet Service Classes under Competition”, IEEE Journal Select. Area Commun., vol. 18, pp. 2490-2498.
(5) Artle, R., and Averous, C., (1973), “The Telephone System as a Public Good: Static and Dynamic Aspects”, The Bell Journal of Economics and Management Service, vol. 4, pp. 89-100.
(6) Katz, M. L., and Shapiro, C., (1985), “Network Externalities, Competition and Competition”, American Economic Review, vol. 75, pp. 424-440.
(7) Liebowitz, S. J., and Margolis, S. E., (1994), “Network Externality: An Uncommon Tragedy”, The Journal of Economic Prespectives, vol. 8, pp. 133-150.
(8) MacKie-Mason, J. K., and Varian, H. R., (1995), ”Pricing Congestion Network Resources”, IEEE Journal Select. Area Commun., vol. 13, pp. 1141-1149.
(9) de Palma, A., and Leruth, L., (1996), “Variable Willingness to Pay for Network Externalities with Strategic Standardization Decisions”,European Journal of Political Economy, vol. 12, pp. 235-251.
(10) Odlyzko, A., (1999),”Paris Metro Pricing for the Internet”, Proceedings ACM Conference on Electronic Commerce (EC’99), PP. 140-147.
(11) Mason, R., (2000),”Simple Competitive Internet Pricing”,European Economic Review, vol. 44, pp. 1045-1056.
(12) Lee, I. H., and Mason, R., (2001),”Market Structure in Congestible Markets”,European Economic Review, vol. 45, pp. 809-818.
(13) Kikuchi, T., and Ichikawa, T., (2002),”Congestible Communications Networks and International Trade”,Canadian Journal of Economics, vol. 35, pp.331-349.


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