基于产品捆绑策略的企业技术标准竞争分析  

Analyze the technology standard competition of company based on the strategy of bundling product

作　　者：赵良杰[1] 姜晨[2] 陈忠[1] 段文奇[3] 

机构地区：[1]上海交通大学安泰经济与管理学院,上海200052 [2]上海第二工业大学国际交流学院,上海201209 [3]浙江师范大学工商管理学院,浙江金华321004

出　　处：《科学管理研究》2010年第2期55-58,共4页Scientific Management Research

基　　金：国家自然科学基金资助项目(70671070);浙江省自然科学基金资助项目(Y607001);上海市科技发展基金软科学研究博士生学位论文资助项目(200906013)

摘　　要：网络效应使得技术标准竞争从单纯的产品竞争上升为围绕着该技术的一系列产品组合的平台竞争。从需求方拉动策略的角度,构建了基于产品捆绑策略的技术标准竞争框架,并在此基础上探讨技术互补性导致的消费群重叠效应以及技术网络外部性导致的正反馈机制对企业技术标准竞争的影响,进而为企业技术标准竞争提供一定的启示。Traditionally technology standard competition is the competition between different products,however,network effects make it become as the competition of different platforms which contain product mix around the technology standard.In this paper,we try to think about the technology standard competition from the view of pull-strategy.After constructing a framework of technology standard competition based on the strategy of bundling product,we discuss both the effects of customer overlap,which stems from the complementary of different technologies,and the positive feedback mechanism,which results from the network externalities of technology,on the technology standard competition of company.Finally,we give some inspirations of competition strategy for the company.

关 键 词：技术标准竞争 网络效应 产品捆绑 

分 类 号：F204[经济管理—国民经济]