1. 研究目的与意义

This paper is written to discuss the externalities of electronic commerce, especially from the perspective of electronic commerce enterprises, to study the quasi-monopolistic tendency of electronic commerce market in the initial-middle phase, and to analyze the marketing strategies for those electronic commerce enterprises, so as to help them gain the market dominance.

2. 国内外研究现状分析

见文献翻译

3. 研究的基本内容与计划

1. Introduction. - 1 -

1.1 To bring up the subject - 1 -

1.1.1 The quasi-monopolistic phenomena in e-business. - 1 -

1.1.2 The phenomena of externality of e-business. - 2 -

1.2 The importance and the purpose. - 3 -

1.3 Brief Introduction to the former studies of e-business externality. - 3 -

1.4 Whats the contribution of this paper how we shall make this study. - 4 -

2. Literature Review.. - 5 -

2.1 Some common features of network/e-business markets. - 5 -

2.2 The studies of direct network/e-business externalities. - 5 -

2.3 The studies of indirect network/e-business externalities. - 7 -

2.4 The studies of learning network/e-business externalities. - 8 -

3. The characteristics of Electronic Commerce Externalities. - 9 -

3.1 The characteristics of direct electronic commerce externalities. - 9 -

3.2 The characteristics of indirect electronic commerce externalities. - 10 -

3.3 The characteristics of learning electronic commerce externalities. - 11 -

3.4 The effect of Standardization. - 12 -

4. Quasi-monopolistic modeling analysis. - 13 -

4.1 Assumptions. - 13 -

4.2 Analysis of two different market conditions. - 14 -

4.2.1 The market condition with a single platform (Condition1) - 15 -

4.2.2 The market condition with n platforms (Condition2) - 15 -

4.3 Analysis proofs from the perspective of social cost - 16 -

4.4 Analysis proofs from the perspective of the e-business firms. - 19 -

5. Case Study of Alibaba. - 21 -

5.1 Analysis of the e-business externalities quasi-monopoly. - 21 -

5.1.1 Alibaba B2B platform.. - 21 -

5.1.2 Taobao and Alipay. - 22 -

5.2 Marketing Strategies Analysis. - 23 -

6. Conclusions and suggestions. - 24 -

6.1 Conclusions. - 24 -

6.1.1 Conclusions about the externalities and quasi-monopoly of e-business. - 24 -

6.1.2 Conclusions about marketing strategies of e-business enterprises. - 24 -

6.2Marketing strategy suggestions. - 24 -

6.2.1 Market strategy suggestions. - 24 -

6.2.2 Product strategy suggestions. - 25 -

6.2.3 Pricing strategy suggestions. - 25 -

6.2.4 Service strategy suggestions. - 25 -

Bibliography. - 27 -

4. 研究创新点

在电子商务这一特殊背景下研究网络外部性，分析电子商务平台细分市场在前中期的准垄断性趋势，并从理论和阿里巴巴的案例两方面加以验证，进而分析电子商务平台谋求准垄断地位的市场战略。

该课题锁定前沿，紧跟时代发展，并对现实中的电子商务企业运作具有直接的指导意义。