行业标准的营销策略研究:交易费用经济学的视角

在新古典经济学的世界里，由于预设了交易费用为零，决定了它不可能成为企业研究制定营销策略的有效经济学理论基础。恰恰在这一点上，交易费用经济学(TCE)有着巨大威力。本文从TCE的视角出发，在对经典的行业标准之战(Standards War)案例的分析基础之上，给出了行业标准形成过程的经济学分析与解释，并对一般行业的标准营销策略的制定提供了相应建议。

Research on Industry Standards Marketing Strategy: Perspective on TCEs

In neo classical economics, for without consideration of the transaction costs make it can not become the theory basis for marketing strategy making in the real world. But in our opinion, Transaction Cost Economics (TCEs) can provide supports in such kind of problems. In this article, firstly, on the basis of case study, we give the economic explanation and analysis on the process of how industry standards being accepted. Then we provide some management implications for how to make the marketing strategy in standards war.