Study On The Technical Standards Dynamic Game And Standards Competition Strategies Of Enterprise In ICT Industry

With the development of ICT(information and communication technology) industry and economic globalization,the technical standards competition is becoming a higher form of market competition.As a new form of competition,technical standards competition is gradually leading the market competition in ICT industry,and gradually becoming the primary and fundamental form of competition.Based on the rapid development of global ICT and the increasingly fierce technical standards competition this paper is aimed to study the competitive process of enterprise technical standards and competition strategies.It strives to get the optimum strategies of technical standards competition by using the mathematical model,and provides science and effective proposals for the Chinese enterprise's standards competition strategies.Technical standard is typically characterized by network effect.One standard is adopted more widely by products;the network effect it brings is stronger.The key point to success of a technical standard is the choice of consumer,which is based on the maximum utility of products.Based on the game theory and network effect this paper builds a dynamic game model of competition between old technical standard and new technical standard from the point of consumer,through which the optimum technical standards competition strategies for enterprises can be obtained.In order to make this paper better applied to the actual,some bounded rational factors must be taken into account which results in that the consumer will not choose the technical standard which has the biggest utility of products at the beginning.Based on replicator dynamic theory,this paper further deduct the evolution process of technical standards game,and finally draws some conclusions that under bounded rational condition,even if consumers made mistakes at the beginning he can grasp the Nash equilibrium strategies as same as under the complete rational condition through unceasingly study and adjustment,and finally achieve the steady state.This paper also introduces external factors,such as government intervention,and studies the influence of government intervention to the game model and the game strategies of enterprise.By discussing the actual case of WLAN standards game between China and USA,it further reveals the dynamic game process of standards competition,authentication the influence of government intervention to the game model and the game strategies of enterprises,enhance the practical value of this paper.Finally,it makes a deep study on enterprise's standards competition strategies. Firstly it uses SWOT analysis method to study the macro-environment of Chinese standards competition and the present question of Chinese standard competition,then puts forward related proposals.This paper divides the process of standards competition into three stages with different goal and standards competition strategies.These strategies were classified into three types correspondingly which are standards research strategies,standards management strategies and standards marketing strategies. According to actual cases,the optimum strategic measures can be provided for enterprises.The main innovation points are as follows:1.It takes primary parameters of network effect,utility of individual product and product price to construct a product utility function.Then a three stage dynamic game model is set up based on this function.Finally the dynamic process of standard competition and equilibrium strategies are analyzed using game theory.2.With a view to bounded rational factors,this paper introduces "replicator dynamic formula" of game theory into the game analysis of technical standards competition and finally gets some conclusions that under bounded rational condition, even if consumers made mistakes from the very beginning,but can grasp the Nash equilibrium strategies as same as under the complete rational condition through unceasingly study and adjustment,and finally achieve the steady state.3.Introduce the government intervention factors in the dynamic game model,By using the case of WLAN standards game between China and USA as the example, establish four stage dynamic game model of the China and USA technical standard competition,analyze the Nash equilibrium strategies of each sub-game and the influence of country technical standard policy to the standards competition result,and give suggestions of Chinese standard of WLAN,enhance the practical value of the papers;4.Divides the process of standards competition into three stages:"the standard introduction stage","the standard operation stage",and "the market competition stage". The standards competition strategies were classified into three types correspondingly: "standards research strategies","standards management strategies" and "standards marketing strategies".A detailed discussion of specific competition strategy which enterprises can adopt under each type of strategies is carried out.