網路外部性下使既有基礎崩解的策略

Installed Base Collapsing Strategies with Network Externalities

蔣明晃(David M. Chiang) ； 鄧景宜(David C. Teng)

《管理學報》 20卷5期 (2003/10) Pp. 829-857

https://doi.org/10.6504/JOM.2003.20.05.01

摘要

過去網路外部性的文獻多採用社會福利的角度，討論網路外部性帶給市場的無效率與矯正的方法，較少由個別企業的角度來分析技術競爭的策略。本文的貢獻在於提供數種策略，使挑戰者在具有網路外部性的穩定市場之下，也能使在位者的既有基礎發生崩解，可用來解釋新技術在具有網路外部性的技術競爭中能夠勝過舊技術的現象。首先本文提出兩種局部挖角顧客的策略，依照挖角對象、系統參數的不同來比較兩種策略的效果。最後，本研究也分析了使在位者顧客效用門檻平移提高與旋轉提高對既有基礎的影響，以提供挑戰者決策的參考。

關鍵字

技術策略,定價,決策分析,網路外部性

並列摘要

The past literature of network externalities largely focused on social welfare issues and most of them discussed about the inefficiency caused by network externalities and the way to recover the social optimality only. Few researches analyzed the technology competition strategies from the point of view. The contribution of this paper is to offer two strategies to collapse the incumbent’ installed base in the stable market network externalities. The strategies can be used to explain the phenomenon that the new technology can win over existing leading technology in technology competitions. In addition, two effects of shifting and rotating incumbent’s installed base are further analyzed to provide the implications for the challenger’s decision making.

並列關鍵字

Technology Strategies,Pricing,Decision Analysis,Network Externalities

參考文獻

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