网络效应是网络产业的本质特征,突破网络规模临界点的企业最终将赢者通吃.但直接网络效应、间接网络效应、交叉网络效应的来源和特征不同,在其影响下企业的竞争策略也有所不同.直接网络效应下,自身产品的网络规模是关键竞争要素,企业的兼容选择和标准之争成为主要的竞争策略；间接网络效应下,互补品的种类和数量是关键竞争要素,捆绑策略和一体化策略成为主要的竞争策略；交叉网络效应下,定价结构是关键的竞争要素,定价策略成为主要的竞争策略.本文分别对这些竞争策略及影响因素进行综述.%The nature of network industry lies in its network effects which means that the enterprises breaking the critic point of network scale will be winner - take - all. However, due to the differences of sources and features of direct net- : work effect, indirect network effect and cross network effect, under such influences, the competition strategies of enterprises differ from each other. With direct network effect, the network scale is the crucial competition factor, so compatibility decisions and standards competition are the major strategies; With regard to indirect network effect, the variety and quantity of the complementary goods are the key, and the vertical Integration and bundling are the main strategies. As for cross network effect, the structure of pricing is the crux. And pricing is the leading strategy. The paper will give an o-verview to these strategies and relative effect factors.
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