网络效应新产品扩散策略研究

19765:22228F1301D,:200052,:021-32261190,13764026874Email:[e-mail],1999(Lee,2003)_________________________________________________________________________________________(KatzandShapiro,1985)dot.comSwann(2002)(KatzandShapiro,1985)DVD(KatzandShapiro,1994)(EndeandWijnberg,2003)中国科技论文在线_________________________________________________________________________________________(MahlerandRogers,1999)(Lee,2003)(Lee,2003)中国科技论文在线_________________________________________________________________________________________(KatzandShapiro,1994)(Rogers,1995)(Hill,1997)dot.comSwann(2002)中国科技论文在线_________________________________________________________________________________________(1995)(Sengupta,1998)(KatzandShapiro,1994)中国科技论文在线_________________________________________________________________________________________(Nagard-AssayagandManceau,2001)Oracle(MahlerandRogers,1999)中国科技论文在线_________________________________________________________________________________________[1]Campbell,T.1999.BackinFocus.SalesandMarketingManagement151(2):56-61.[2]Economides,N.andC.P.Himmelberg.1995.CriticalMassandNetworkSizeWithApplicationtotheU.S.FaxMarket.NewYork:NewYorkUniversity,SternSchoolofBusiness.[3]J.VandenEndeandN.Wijnberg.2003.TheOrganizationofInnovationandMarketingDynamics:ManagingIncreasingReturnsinSoftwareFirms.IEEETRANSACTIONONENGINERINGMANAGEMENT,VOL.50,NO.3.[4]Hill,C.W.L.1997.EstablishingaStandard:CompetitiveStrategyandTechnologicalStandardsinWinner-Take-AllIndustries.AcademyofManagementExecutive11(2):7-25.[5]Katz,M.L.andShapiro.C.1985.NetworkEffects,Competition,andCompatibility.AmericanEconomicReview,Vol.75.[6]Katz,M.L.andShapiro.C.1994.SystemCompetitionandNetworkEffects.JournalofEconomicPerspective,Vol.8No.2.[7]Lee,YikuanandG.C.O’Connor.2003.NewProductLaunchStrategyforNetworkEffectsProducts.AcademyofMarketingScience,Summer241-255.[8]AlwinMahler.AndEverettM.Rogers1999.Thediffusionofinteractivecommunicationinnovationsandthecriticalmass:theadoptionoftelecommunicationsservicesbyGermanbanksTelecommunicationsPolicy23719.[9]Nagard-Assayag,E.L.andManceau,D.2001ModelingtheImpactofProductPreannouncementsintheContextofIndirectNetworkExternalities.Intern.J.ofResearchinMarketing18:203–219.[11]Rogers,E.M.DiffusionofInnovations[M].(4thed.),NewYork:FreePress,1995.[12]Sengupta,S.1998.SomeApproachestoComplementaryProductStrategy.JournalofProductInnovationManagement.[13]Swann,G.M.P.,2002.TheFunctionalFormofNetworkEffects.InformationEconomicsandPolicy14:417-429.[14][M],2002.AStudyonDiffusionStrategiesofNewProductwithNetworkEffectsDUANWenqi,CHENZhong(AetnaSchoolofManagement,ShanghaiJiaoTongUniversity,Shanghai200052,China)Abstract:Introductionnewproductsorservicestomarketarevitalfortheexistenceanddevelopmentofcompany.Effectivediffusionstrategyisoneofthedeterminantsfornewproductsuccess.Traditionallyeffectivemarketingstrategiesarenotfittedtonewproductbasedoninformationandelectronictechnology.Networkeffectschangetheconsumer’sresponseandcompetitivebehavior.Consumersconsidernewproductonnotonlyintrinsicvaluebutalsonetworkvalue.Therearestrongexternalitiesamongdecision-makers.ThemarketshowsphenomenonofpositivefeedbackandlockinandWinner-Take-All.Thediffusionaimofnewproductwithnetworkeffectsisnotmaximizedshort-termprofitbutexpandinginstalledbaseandacquiringlong-termprofit.Basedonthoseanalyses,theauthorpresentsomestrategiestopromotethediffusionofnewproductwithnetworkeffectsspeedilyandsuccessfully.Thosestrategiesareimportanttoguiderealworldnewproductwithnetworkeffectsdiffusion.Keywords:newproduct;networkeffects;diffusionstrategy中国科技论文在线_________________________________________________________________________________________