伯川德悖论,消费者转换成本与市场圈定--中国移动通信市场结构的微观分析

移动通信市场的已有研究中,有关边际成本高昂、竞争者的触发策略威慑、产品差异化以及基于网络效应的分析框架和解释变量,难以给出令人信服的理论解释。就微观层面而言,我国移动通信市场存在伯川德悖论的最根本的原因在于,消费者对已购买通信产品存在的转换成本,导致了“市场圈定”现象,并最终对产业结构产生根本性的影响。

Bertrand Paradox, Consumers' Switching Cost and Marketing Lock-in

This paper analyzes the Bertrand paradox in the mobile communications market of China.The author emphasizes that the paradox has not resulted,as some scholars believe,from the infinitive cost of supplying for marginal consumers,the opponents' trigger strategy and product differentiation.The analysis framework and interpretation variables based on the network effect are not convincing,either.The author of the present paper points out that the lock-in effect that has derived from the consumers' switching cost of buying product can explain the paradox in China.