《网络经济学》以经济学、计算机科学、网络信息科学等为理论构架，从经济学的角度研究电子商务问题，旨在探究这一新兴经济与传统经济的相似本源及其对传统经济理论的新发现。课程采用双语教学，通过课堂讲解与案例分析的方法，使学生掌握网络经济学的基本概念、网络外部性、网络经济新特征、标准和兼容、企业竞争策略及网络经济下的市场结构等方面相关知识；能够运用网络经济的基本理论、知识和方法分析网络经济中涌现出来的不同于传统经济的一些新的现象、特点、规律和趋势。
Overview
Syllabus
- 1. e-Commerce and Internet Economy
- 1.1 An Overview of e-Commerce
- 1.2 The Forces of Change from e-Commerce
- 1.3 An Overview of Internet Economy
- 1.4 Industry Transformation from Traditional to Digital
- 2. An Introduction to Internet Economics
- 2.1 Discussing e-Commerce in Economic Terms
- 2.2 Economic Issues Caused by e-Commerce
- 2.3 Relevant Principles of Internet Economics
- 2.4 Relevant Laws of Internet Economy
- 3. Network Externalities
- 3.1 Definition and Categories of Network Externalities
- 3.2 Characteristics and Causes of Network Externalities
- 3.3 The Impact of Network Externalities
- 3.4 Network Externalities and Market Competition
- 4. Market Structure and Efficiency Analysis
- 4.1 Market Structure and Equilibrium Analysis
- 4.2 Perfect Competition
- 4.3 Monopoly
- 4.4 Monopolistic Competition
- 4.5 Oligopoly
- 5. Market Entry Barriers
- 5.1 An Overview of Entry Barriers
- 5.2 Technical Barriers to Entry
- 5.3 Strategic Barriers to Entry
- 5.4 Institutional Barriers to Entry
- 6. Structural Change through Mergers
- 6.1 An Overview of Mergers
- 6.2 Motives for Mergers
- 6.3 Potential Impact of Mergers on Competition
- 7. Market Power in e-Commerce
- 7.1 An Overview of Market Power
- 7.2 Approaches to Measuring Market Power
- 7.3 Market Power Supported by First Mover Strategy
- 7.4 Market Power Supported by Fast Second Strategy
- 7.5 Market Power Supported by Other Strategies
- 7.6 Forces Eroding Market Power
- 8. e-Commerce Pricing and Revenue Strategies
- 8.1 General Pricing Approaches
- 8.2 Strategies to Achieve Value-of-Service Pricing
- 8.3 Economic Profit and Accounting Profit
- 8.4 e-Commerce Profit Models
- 9. Value Creation in the Internet Economy
- 9.1 An Overview of Customer Value
- 9.2 Customer Value in the Internet Economy
- Value Chain Analysis
- Virtual Value chain
- 10. Economic Efficiency in e-Commerce
- 10.1 An Overview of Economic Efficiency
- 10.2 Efficiency within the Firm and the Marketplace
- 10.3 e-Commerce Efficiency Analysis
- 期末测试
Taught by
Wang Xiaojing and Zhong Qi
