第七章壟斷與競爭CompetitionAdamsmithandothermoderneconomist:LoveofCompetition,andhateofMonopolyCompetition,resourceefficiencyMonopoly:efficiencyloss,welfareworseConceptofmarketstructureFeatureandformoftherelationshipofthecompaniesandcompanyandconsumerCore:therelationshipofcompetitionandmonopoly市場結構的一般分析市場結構是指一定產業(yè)的廠商間以及廠商與消費者之間關系的特征和形式，其中心內容是競爭和壟斷的關系。市場結構Typesofmarketstructure？WhatIndexesareusedtomeasuremarketstructure？市場結構包含哪些基本類型？市場結構的基本類型完全競爭完全壟斷市場結構壟斷競爭寡頭壟斷indexMarketconcentration:thescaleandthedistributionofthesellerinthemarket,Measurementindexisdegreeofmarketconcentration市場結構的計量指標絕對集中度絕對集中度是最基本的集中度指標，通常用在市場上處于前n位企業(yè)在市場中的份額總和來表示。n的取值取決于研究的需要，計算口徑可以是銷售份額、資產份額或產量份額等。計算公式：CRn=CRn越大，集中度越高，對市場的操縱能力也就越強CRn越小，集中度越低，競爭程度越強MonopolyCRnishighRightoverfairStoryoflionandasslionandass:thefederationWhy:tocatchanimalintheforestforfoodLion:thestrengthAssthespeedVeryfast,theygotenoughfoodDistributebylionLion:thekingDistribution:3shares,thefirstforlion,2ndforAss’spartner,3rd,thedisasterforass,unlesscontributetolionandrunaway’RightoverfairEasytofightanddifficulttoshareTheking’sdecisionmattersMicrosoft:90%IEMobile:longdistance&localcall網絡經濟下的寡頭壟斷形態(tài)小例子：微軟公司的Windows操作系統(tǒng)marketshare90%monopolyNwkecoisnewecoform.Ithasitsownfeature,NwkfeatureNwkeffect,scaleecofordemander,“+”feedback,marginalreturnincreasing市場結構呈現(xiàn)出寡頭壟斷形態(tài)網絡經濟是一種新的經濟形態(tài)，有著許多與傳統(tǒng)經濟不同的特點。其中，網絡效應、需求方規(guī)模經濟、正反饋、邊際報酬遞增等是網絡經濟的顯著特征。例如，軟件行業(yè)是網絡經濟下一個很具有代表性的行業(yè)，它兼具直接網絡效應與間接網絡效應的特征。根據美國司法部對微軟公司的調查，微軟公司的Windows操作系統(tǒng)占據了操作系統(tǒng)軟件市場的90%以上的市場份額，幾乎壟斷的整個市場。這當然是一個比較極端的案例，但網絡經濟確實呈現(xiàn)出壟斷加強的現(xiàn)象，市場結構出現(xiàn)了寡頭壟斷的格局。5.2.1市場結構呈現(xiàn)出寡頭壟斷形態(tài)移動通信市場用戶數(shù)一覽表中國電信中國網通中國移動中國聯(lián)通累計移動用戶數(shù)（萬戶）1835115017786808328854營業(yè)收入（億元）99.162.11586676.42423.6市場份額（以用戶數(shù)為標準）6.36%4.0%61.64%28.01%100.00%市場份額（以營業(yè)收入為標準）4.09%2.56%65.44%27.91%100.00%網絡經濟下壟斷勢力的形成機制FactorsofimpactingmarketstructureScaleecoeffectMarketsizeEntrancebarrier

ScopeecoreturnStrategicbehaviortopursueprofitEnvironoflaw®uKeyfactorformarketstrucbarrierStructuralStrategic:網絡經濟下壟斷勢力的形成機制進入壁壘的一般分類在位廠商為了保持在市場上的主導地位，利用在位者的優(yōu)勢所進行的一系列有意識的戰(zhàn)略行為，以構筑阻止?jié)撛谶M入者進入市場的強大壁壘InternalSubjective,theirowneffort戰(zhàn)略性進入壁壘不受廠商支配的、外生的，由產品技術特點、自然資源環(huán)境、社會法律制度、政府行為以及消費者偏好所形成的壁壘ExternalObjective,intentionaly結構性進入壁壘FormmechanismofMonopolypowerunderEcoStructuralbarrierproductdiffescaleecoownershipofscarerecourceassetrequiementabsolutecostadvlearningeffectStructuralbarrier網絡經濟下壟斷勢力的形成機制（EconomiesofScale）:Withtheincreaseoftheoutput,Avcostdecreases,Longtermcostcurvedecreasewiththeincreaseoftheoutput,EconomiesofScaleintheindustry網絡經濟下壟斷勢力的形成機制規(guī)模經濟（EconomiesofScale）的概念是微觀經濟學中的重要概念之一，它是指，隨著產量的增加，產品的平均成本不斷下降的一種狀態(tài)。如果長期成本曲線隨產量的增加而不斷下降，則說明該行業(yè)存在規(guī)模經濟。ScaleecoEntrancebarrierofScaleecoMarketsizelimitation,presentcompaniescanmeetthedemandofthemarketdemand1NewcomercannotreachtheoutputofScaleeco,unitcostishigh2Presentcompaniesadvinpurchase,ZhonghangGroupiphone:0.27b3EcoscaleEcoscale:Trdneco:fromsupplierEcoscaleNwkeco:supplierandconsumertogetherEcoscaleNwkeco:“+”,scalereturnincrease,nwkeffect,installationbasis,lockScaleecoinNwkecoismoreobviousinNwkeco:Example:Microsoft,mobile網絡經濟下壟斷勢力的形成機制AbsoluteCostAdvantage:relativetonewcomers,presentcompanieshaveAbsoluteCostAdvantageFormationofACAAbsoluteCostAdvantagepresentcompanieshavescareinputsandresources

presentcompanieshaveITprotectedbyroyalty

Royalty:decreasepoductioncost,lessinput,moreoutputIncreaserevenue

Costadvspecialcoststructure:Highfixedcost,lowmarginalcost,Server,transfer,lines,onemoreconsumerLearningeffectcurveSoftwareMobileindustry網絡經濟下壟斷勢力的形成機制（LearningCurveEffect）:withtheincreaseofaccumulatedoutputsandexperiences,inputsforproductiondecreasingLearningCurveEffectDifferenceofLearningCurveEffect&ScaleecocostoutputCABScaleecoLC網絡經濟下壟斷勢力的形成機制ProductDifferentiation

，thesamekindofproducts,becauseofthedifferenceinprofeaturesandconsumerpreference,whichleadstotheincompletereplacement.

ProductDifferentiation

prensentsVsnewhaveadvinconsumerpreference產品差別realmade網絡經濟下壟斷勢力的形成機制ProdiffeObjectivediffinqualityandcharacteristicsAcknowledgeofthedifferencesubjectively,consumer’spreferenceNwkeffectEnlargeProdiffebarrier

IncreaseconsumptioninertiaandroyaltyProdiffebarrier5CapitalRequirementCapitalRequirement）:newcomershavehighercostforgettingcapitalOwnborrowedreputationcreditsmallmiddle,large網絡經濟下壟斷勢力的形成機制中國四大電信運營企業(yè)資產統(tǒng)計表中國電信中國網通中國移動中國聯(lián)通總資產（人民幣）約5000億2400億3274億2050億網絡經濟下壟斷勢力的形成機制Controlofsupplyofkeymaterials-ownershipofthescareresources-enterbarrier

ownershipofthescareresourcesforpresentmonopoly網絡經濟下壟斷勢力的形成機制戰(zhàn)略性進入壁壘戰(zhàn)略性進入壁壘與結構性進入壁壘有何不同？ImpactfutureprofittopreventtheentranceofnewcomersStrategicbehavior網絡經濟下壟斷勢力的形成機制StrategicbehaviorImpactnewcomerscoststructureInvestmentofR&D,dechisownfuturecostLargescaleofadvertisement,increasenewcomersfuturecostImpactfuturemarketdemandstruc,precompanytakeproductspreadstrategy,creatediffeproductfordividedmarket,impactconsumer’sdemandfunction

網絡經濟下壟斷勢力的形成機制strategicbehaviorMicrosoftinoperationsystemmarketformonopolystatusSnatchingpriceforIEexplore

Onceinstall,difficulttouninstallLimitationofuninstallofIEexploreandreplacementofIEexplore

Signcontractofexcusiveofothercompetitors,operationsystemofwindows,IEexploreisamust

SigncontractofexcusiveofothercompetitorswithonlinecompaniesandInternetcompanies

Newmodelforcompetitionundernwkeco“+”externality,”+”feedback,demandscaleecoexternalreasonITinnovation,newITandnewproduct,takethemarketquicklyInternalreasonTogetmonopolystatusundernwkeco,monopolystatusistransit

mono&compeundernwkecodynamic，mono&compearetransformedprocess，strugglingformonoisalsoakindofcompetitionIntermofcause，monopolyisfromcompetitiontimespan，company'scompetetionformonopolystatusisfiecemono&compeundernwkecocompetitioninpriceandoutputtradncompanytradncompanycompetitioninITresult&inovationspeedcompanyundernwkecocompanyundernwkecoInnovation-藝術形式Innovation玖月奇跡玖月：雙排鍵琴與舞的結合，時尚與力量，新的藝術形式奇跡：跨界歌唱：pop,folk,US，翻唱革命歌曲鳳凰傳奇：說唱音樂與民族音樂的完美結合《中國味道》，《月亮之上》《最炫民族風》，《我從草原來》《荷塘月色》節(jié)奏適合中老年鍛煉，李玉剛：反串，新貴妃醉酒，constume