Taking economics, computer science and network information science as its theoretical framework, ' network economics ' studies e-commerce from the perspective of economics, aiming to explore the similar origin of this emerging economy and traditional economy and its new discovery of traditional economic theory. The course adopts bilingual teaching. Through classroom explanation and case analysis, students can master the basic concepts of network economics, network externalities, new characteristics of network economy, standards and compatibility, enterprise competition strategy and market structure under network economy. We can use the basic theory, knowledge and methods of network economy to analyze some new phenomena, characteristics, laws and trends in the network economy that are different from the traditional economy.
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
- Final Exam
Taught by
Wang Xiaojing and Zhong Qi
