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国际互联网的普及,让人们憧憬“完全竞争”时代的来临。那就是说,人们在点击鼠标的刹那,就可以在不同的网上商店之间溜跶:借助各种价格比较程序,他们几乎不需要花费搜寻成本,就可以即刻找到最便宜的同质商品。这样的竞争环境,最终会迫使商家把利润降到最低,谁的价格稍一偏高,就会沦为完全竞争的失败者。但是,最新的一些研究表明,事实与人们的估计相差很远:互联网上零售商店的货物差价,与传统街道上零售商店间的货物差价大致相同;销售额高的网上商店,所卖的东西不是最高的。据《经济学人》的报道,网上商店所出售的书籍、唱片、以及电脑软件的差价竟然可以达到50%,至于网上订购的机票,差价则达到28%。这个现象并不难解释。事实上,要满足“完全竞争”的条件是不可能的,只要苛刻地衡量一下“完全竞争”所必须具备的条件,就能找出解释网上商品存在差价的理由。
The popularity of the Internet, so people look forward to “perfect competition ” era. That is to say, people can slide between different online stores at the click of a mouse: With the price comparison programs, they can find the cheapest, homogeneous items instantly with almost no search cost. Such a competitive environment will eventually force businesses to minimize profits, whose prices are slightly higher, it will become a perfect competition losers. However, some recent studies show that the facts differ far from people’s estimates: the spread of goods on the Internet at retail stores is about the same as the difference in the prices of goods in retail outlets in traditional streets; the high sales of online stores do not sell something Highest. According to “The Economist”, the difference between books, records, and computer software sold in online stores can reach 50%. As for online booking, the difference is up to 28%. This phenomenon is not difficult to explain. In fact, it is impossible to satisfy the conditions of “perfect competition ”. As long as the conditions necessary for “perfect competition ” are harshly measured, the reason for explaining the difference in online products can be found.