域名管理下的企业声誉机制研究

域名作为一种稀缺性有限资源,是互联网商业活动正常运行的基础,企业可以通过申请注册域名建立网站而拓展其价值链,进一步实现其价值延伸,但现实中域名被恶意抢注后进一步引发的不正当竞争行为却频频发生,从而对市场的声誉机制作用产生非常大的负面影响。运用博弈论中的声誉模型分析由于域名管理不当而引发的种种问题,论证和探讨了域名被恶意抢注等不正当行为所导致的市场声誉机制失灵问题,推演出了对市场声誉不同受损程度的条件,为激励制定完善的域名管理策略和体系提供理论参考依据,从企业内部提出域名管理措施和从企业外部提出域名管理建议。

Research on the enterprise reputation mechanism in domain name management

Domain Name is a scarcity finite resource and is the base for internet business operation as well.Enterprises could build websites to expand its value chain through register domain names,and further to realize their network value extension.But the phenomenon of improper competition frequently occurred because of many companies domain name has been Cyber-squatting,and brought very large negative impact on the function of market reputation mechanisms.The essay analyzes the problems of improper domain management firstly by reputation model in game theory and discusses the problems of the impact on the corporate reputation in the domain management in detail,then deduces the different damage conditions to the market reputation,and provides a theoretical reference for motivating enterprises to formulate their perfect domain name management strategies and systems.Finally it gives the domain name management measures from the inside enterprise and the domain name management proposals from the outside enterprise.