| 課題編號 |
講座數量 |
課程單元 |
閱讀材料 |
| I. |
1 |
引言
Introduction |
- Hanson, Ward A.《網絡行銷原理》(H)第1章
Hanson, Ward A. Principles of Internet Marketing (H). Ch. 1.
- Mazlish、Bruce：《鐵路和空間工程序論，歷史類比中的探險》序言第VII-XV頁
Mazlish, Bruce. Preface to The Railroad and the Space Program An Exploration in Historical Analogy. Pp. vii-xv.
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| II. |
7 |
背景概念
Background Concepts |
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| II.A |
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壟斷定價和價格歧視
Monopoly Pricing and Price Discrimination |
- Pepall, Lynne、Daniel Jay Richards與George Norman：《工業組織》(PRN)第3.1、3.2、4.1節
Pepall, Lynne, Daniel Jay Richards, and George Norman. Industrial Organization (PRN). Sections 3.1, 3.2, 4.1.
- H 第二章
H Chapter 2.
- Shapiro、Carl與Hal R. Varian：《信息規則》(SV)第2、3章
Shapiro, Carl, and Hal R. Varian. Information Rules (SV). Chapters 2, 3.
- Deneckere、Raymond與Preston McAfee：《受損商品》
Deneckere, Raymond, and Preston McAfee. "Damaged Goods."
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| II.B |
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競爭與壟斷定價
Competition and Oligopoly Pricing |
- PRN第5.4、4.2節；第7章
PRN Sections 5.4, 4.2; Chapter 7.
- SV第2章
SV Chapter 2.
- ·Brynjolfsson、Erik與Michael Smith：《網際網路上上的消費者行為》
Brynjolfsson, Erik, and Michael Smith. "Consumer Decision-making at an Internet Shopbot."
- Ellison、Glenn與Sara Fisher Ellison：《網絡上的搜索、困惑和價格彈性》
Ellison, Glenn, and Sara Fisher Ellison. "Search, Obfuscation and Price Elasticities on the Internet."
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| II.C |
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市場領導者
Market Leadership |
- PRN 第12.4節
PRN Section 12.4
- H 第3章
H Chapter 3.
- SV 第5、7章
SV Chapters 5, 7.
- Golder、Peter與Gerard Tellis：《先入為主：市場邏輯還是市場傳奇》
Golder, Peter, and Gerard Tellis. "Pioneer Advantage: Marketing Logic or Marketing Legend."
- Gort、Michael與Steven Klepper：《產品創新普及中的時間順序》
Gort, Michael, and Steven Klepper. "Time Paths in the Diffusion of Product Innovations."
- Reich、Leonard：《調查、專利和控制資訊之困：大公司研究與工業調查的作用》
Reich, Leonard. "Research, Patents, and the Struggle to Control Radio: A Study of Big Business and the Uses of Industrial Research."
- Liebowitz、S. J與Stephen Margolis：《答案的故事》
Liebowitz, S. J., and Stephen Margolis. "The Fable of the Keys."
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| II.D |
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規則
Regulation |
- Stigler、George J《經濟規則理論》
Stigler, George J. "The Theory of Economic Regulation."
- Coase、Ronald《廣播電視界的行賄受賄》
Coase, Ronald. "Payola in Radio and Television Broadcasting."
- Goolsbee、 Austan《沒有邊際的世界：稅收對電子商務的影響》
Goolsbee, Austan. "In a World without Borders: The Impact of Taxes on Internet Commerce."
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| III. |
13 |
電子商務產業
E-Industries |
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| III.A |
|
拍賣
Auctions |
- 必須瀏覽的網站：eBay、Yahoo! Auctions、Bidder's Edge
Required websurfing: eBay, Yahoo! Auctions, Bidder's Edge.
- H 第11章
H Chapter 11.
- Lucking-Reiley、David：《網絡拍賣：賣什麼？怎麼賣？》
Lucking-Reiley, David. "Auctions on the Internet: What's Being Auctioned and How."
- 《1999年的網絡拍賣》史丹福商學院EC-7案例 第1-5頁
"Online Auctions in 1999." Stanford Graduate School of Business Case EC-7, pp. 1-5.
- Resnick、Paul和Richard Zeckhauser：《陌生網友閒的信用：eBay信用機制觀察》
Resnick, Paul, and Richard Zeckhauser. "Trust Among Strangers in Internet Transactions: Empirical Analysis of eBay's Reputation System."
- Geurnsey、Lisa：《拍賣背後的力量》
Geurnsey, Lisa. "The Powers Behind the Auctions."
- Defoe、Daniel《游遍大英全島》第102-107頁
Defoe, Daniel. A Tour Through the Whole Island of Great Britain. Pp. 102-107.
- Roth、Daniel《遭遇eBay噩夢》
Roth, Daniel. "Meet eBay's Worst Nightmare."
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| III.B |
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零售商店
Retail Stores |
- 必須瀏覽的網站：Amazon、Dell、Pcboost、Z-shops、Yahoo! Shopping、Autobytel與Wal-mart
Required websurfing: Amazon, Dell, Pcboost, Z-shops, Yahoo! Shopping, Autobytel, & Wal-mart.
- PRN 第9.3.1節
PRN Section 9.3.1
- 《網上定價與品牌》史丹福商學院EC-8案例
"Pricing and Branding on the Internet." Stanford Graduate School of Business Case EC-8.
- 《美國汽車業的非居間化》史丹福商學院EC-10案例
"Disintermediation in the U.S. Auto Industry." Stanford Graduate School of Business Case EC-10.
- Morton、Fiona Scott、Florian Zettelmeyer與Jorge Silva Risso：《網上汽車零售》
Morton, Fiona Scott, Florian Zettelmeyer, and Jorge Silva Risso. "Internet Car Retailing."
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| III.C |
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網上投資
Online Investing |
- 必須瀏覽的網站：E-trade、Schwab、Vanguard、ESPN fantasy games
Required websurfing: E-trade, Schwab, Vanguard, ESPN fantasy games.
- 《Broker.com》史丹福商學院EC-13案例
"Broker.com." Stanford Graduate School of Business Case EC-13.
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| III.D |
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門戶網站與搜索引擎
Portals and Search Engines |
- 必須瀏覽的網站：Yahoo!、MSN、AOL、Dealtime、Pricewatch、Orbitz、Travelocity
Required websurfing: Yahoo!, MSN, AOL, Dealtime, Pricewatch, Orbitz, Travelocity.
- White、Erin：《價格搜索引擎被認為會引發價格大戰。但為什?此類情況並未發生？》
White, Erin. "No Comparison. Shopping 'bots' were supposed to unleash brutal price wars. Why haven't they."
- Baye、Michael與John Morgan：《小範圍與大範圍的價格戰：來自某價格比較網站的實證》
Baye, Michael, and John Morgan. "Price Competition in the Small and in the Large: Evidence from an Internet Price Comparison Site."
- Clemons、Eric、Il-horn Haan與Lorin Hitt：《網上旅遊中介間競爭的實質：經驗分析》
Clemons, Eric, Il-horn Haan, and Lorin Hitt. "The Nature of Competition among Online Travel Agents: An Empirical Investigation."
- Fisher、Franklin與Kevin Neels：《電腦預定系統中顯示偏好的效果評估》
Fisher, Franklin, and Kevin Neels. "Estimating the Effects of Display Bias in Computer Reservation Systems."
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| III.E |
|
B2B電子商務
B-to-B Ecommerce |
- Lucking-Reiley、David與Daniel F.Spulber《企業對企業的電子商務》
Lucking-Reiley, David, and Daniel F.Spulber. "Business-to-Business Electronic Commerce."
- Robinson、Edward：《結局慘烈的戰役》
Robinson, Edward. "Battle to the Bitter End."
- Garicano、Luis與Steven N. Kaplan：《交易價格對於B2B電子商務的影響》
Garicano, Luis, and Steven N. Kaplan. "The Effects of Business-to-Business E-commerce on Transaction Costs."
- Milgrom、Paul：《經濟學家眼中的B2B交易市場》
Milgrom, Paul. "An Economist's Vision of the B-to-B Marketplace."
- Anders、Jason：《昨日舊愛：B2B網站熱潮繼而替代消費網站，事情越變越酷》
Anders, Jason. "Yesterday's Darling: Business-to-Business Sites Replaced Consumer Sites as the Hot Way to Go. Things have gotten considerably cooler."
- Robinson、 Edward：《結局慘烈的戰役：Ariba與Commerce One為B2B競爭投下巨大賭注》
Robinson, Edward. "Battle to the Bitter End (to-End): Ariba and Commerce One are Placing Big Bets on Competing Visions of the B-to-B Economy."
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| III.F |
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版權與Napster
Copyrights and Napster |
- 必須瀏覽的站點：napster, gnuttela
Required websurfing: napster, gnuttela.
- A&M唱片公司與Co-Plaintiffs向美國加州地方法院控告Napster, Inc
A&M Records and Co-Plaintiffs v. Napster, Inc. Ruling from United States District Court Northern District of California.
- Napster Inc.向美國第九巡迴法庭控告A&M Records與Co-Plaintiffs-Appellees，上訴方Napster, Inc.的控訴陳詞
Napster Inc. v. A&M Records and Co-Plaintiffs-Appellees. United States Court of Appeals Ninth Circuit. Appellant Napster, Inc.'s Opening Brief.
- Napster, Inc.證人Robert E. Hall的專家報告
Expert Report of Robert E. Hall, witness for Napster, Inc.
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| III.G |
|
Akamai與目錄分類
Akamai and Content Distribution |
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| III.H |
|
TBA主題
Topic TBA |
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| IV. |
2 |
資產定價泡沫
Asset Pricing Bubbles |
- H 第13章
H Chapter 13.
- MacKay、Charles：《大眾錯覺與群體狂熱》第1-3章
MacKay, Charles. Extraordinary Popular Delusions and the Madness of Crowds. Chaps. 1-3.
- Blanchard、Olivier與Mark Watson：《泡沫、合理預期與金融市場》
Blanchard, Olivier, and Mark Watson. "Bubbles, Rational Expectations and Financial Markets."
- Garber、Peter M：《鬱金香狂熱》
Garber, Peter M. "Tulipmania."
- Vanderblue、Homer：《佛羅里達的土地繁榮》
Vanderblue, Homer. "The Florida Land Boom."
- Posthumus、N. W：《荷蘭1636-1637年的鬱金香狂熱》
Posthumus, N. W. "The Tulip Mania in Holland in the Years 1636 and 1637."
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| V. |
2 |
總體經濟(大陸：宏觀經濟)效應
Macroeconomic Effects |
- Fogel、Robert W：《從鐵路到太空計劃》
Fogel, Robert W. "Railroads as an Analogy to the Space Program."
- Brynjolfsson、Eric：《IT界的生產力悖論：回顧與評估》
Brynjolfsson, Eric. "The Productivity Paradox of Information Technology: Review and Assessment."
- Gordon、Robert J：《「新經濟」是否比那些偉大的發明更有意義？》
Gordon, Robert J. "Does the 'New Economy' Measure up to the Great Inventions of the Past."
- Autor、David H《網際網路勞動力市場》
Autor, David H. "Wiring the Labor Market."
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