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网络效应(网络外部性)通常可以分为两大类型直接网络效应和间接网络效应。直接网络效应产生于由消费同类产品的代理人的数量直接决定;间接网络效应源自互补产品或服务的种类和数量的增加导致的基本产品价值的递增,比如用于个人计算机的某个操作系统的成功与否不仅取决于其自身的技术优势,还更多地取决于市场中所提供的应用软件的多样性。本文通过对我国彩色电视产业的实证研究发现,在电视机(硬件)的购买选择和节目内容(软件)供应之间确实存在理论所预期的间接网络效应,从而也表明电视机制式标准选择的重要性。最后本文探讨了克服电视产业中网络外部性的策略以及政府在电视产业发展中可以发挥的作用。
Network effects (network externalities) can generally be divided into two broad types of direct network effects and indirect network effects. The direct network effect arises directly from the number of agents who consume the same product; the indirect network effect is the increment of the value of the underlying product resulting from an increase in the number and types of complementary products or services, such as an operating system for personal computers The success depends not only on its own technological advantages, but also on the diversity of applications available in the marketplace. Through empirical research on China’s color TV industry, this paper finds that there is indeed the indirect network effect expected from the purchase choice of TV (hardware) and the supply of program content (software), which also shows the importance of TV standard standard selection Sex. Finally, this article explores strategies to overcome the network externality in the television industry and the role the government can play in the development of the television industry.