新兴技术产品商业化过程中的“峡谷”跨越研究——基于技术采用生命周期理论视角  

Crossing the “Chasm”in the Process of Emerging Technology Product Commercialization——Based on the Perspective of Technology Adoption Life Cycle Theory

作　　者：宋艳[1] 刘峰[1] 黄梦璇[1] 蒋冲雨[1] 

机构地区：[1]电子科技大学经济与管理学院,成都610054

出　　处：《研究与发展管理》2013年第4期76-86,共11页R&D Management

基　　金：国家自然科学基金资助项目"新兴技术‘峡谷'形成机理及跨越研究"(71272130);国家自然科学基金青年科学基金资助项目"中国企业开放式创新获利机制研究"(70902018)

摘　　要：基于技术采用生命周期理论的技术"峡谷"概念和特征,比较分析了峡谷两端消费者(有远见者和实用主义者)的心理特点,提出新兴技术成功实现商业化的关键是关注实用主义者购买行为的影响因素:特定细分市场中同类型人、整体产品、企业市场地位,并构建了峡谷"跨越"理论模型,运用实证的方法验证了相关假设.结论显示:企业的市场领导地位和整体产品的提供对增强特定细分市场中同类型人的购买行为有重要作用;大众市场中消费者购买行为会受到特定细分市场中同类型人购买行为的显著影响.据此,为企业在新兴技术产品商业化过程中成功实现"峡谷"跨越提出了具体的对策建议.According to the concept and characteristics of technology ＂chasm＂, it compares and analyzes the psychological characteristics of consumers （visionaries and pragmatists） at two ends of the ＂chasm＂, and puts out that successful achievement of commercialization of emerging technologies needs to focus on the factors which impact on pragmatists＇ purchase behaviors, namely, the same type consumer in specific market segments, the overall product, and the enterprise＇ s market position. Then, it builds the theoretical model of crossing the ＂chasm＂ and uses empirical methods to verify underlying assumptions. The conclusions are ： the enterprise＇ s market leadership position and overall products can enhance purchase behaviors of specific market segments consumers; purchase behaviors of mass market consumers can be influenced significantly by purchase behaviors of specific market segments consumers. Based on the conclusions, it puts forward concrete suggestions for companies to cross the ＂chasm＂ successfully in the process of emerging technology product commercialization.

关 键 词：新兴技术 商业化 “峡谷”跨越 实用主义者 整体产品 

分 类 号：F062.4[经济管理—政治经济学]