:::

詳目顯示

回上一頁
題名:產品相容性,網路外部性與行銷策略
作者:葉淑瑜 引用關係
作者(外文):Shu-u,Yeh
校院名稱:國立臺灣大學
系所名稱:商學研究所
指導教授:魏啟林
翁景民
學位類別:博士
出版日期:1999
主題關鍵詞:產品相容性網路外部性行銷策略Product CompatibilityNetwork ExternalityMarketing Strategy
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:0
  • 點閱點閱:50
3C(網際網路、通訊及消費性電子)多為系統性的產品,此種聯合使用的系統性產品,由一群元件,及使元件互相連結之界面組合而成。元件間連結之界面要求,稱之為相容的標準。元件的相容關係,決定了系統產品的疆界。疆界之內,互相搭配的元件形成系統產品。疆界之外,產生了不相容標準的系統產品,造成不相容的系統競爭。而廠商從不相容的體系轉至相容的體系,競爭情況隨之改變。相容與否,決定廠商的競爭僵界及競爭的重點。
本文主要分析直接的網路外部性,即藉由行銷策略吸引更多的消費者消費。對消費者而言,採購產品取決在網路的大小及產品的效用。而廠商的策略,則透過行銷策略影響消費者,如利用水平跨網路的產品相容策略,改變消費者網路預期。其中相容成本及相容後所獲得的網路利益,決定廠商的相容策略。對跨網路的產品相容策略,以雙向相容較能擴大網路外部性,提升產品的價格。
本文同時導入廣告策略,分析廠商在各種不同相容情況下的最適廣告量。透過分析,產品完全不相容下,廣告便成為重要策略,可以取得較大的市場占有率(安裝基礎)。若二廠商採取雙向相容,當相容的程度增加時,價格及廣告量也會增加。若考慮產能,則相容程度愈高,廠商最適產能愈大,廣告量愈大,價格愈低。反之,相容程度低時,最適產能小,廣告較低,價格上升。
對系統產品及其相關連技術,可不斷以新產品發展,吸引新消費者加入架構標準,擴大網路的安裝基礎。而系統產品內技術創新、或改良程度只與創新的成本、消費者的偏好有關,與產品的策略型式、網路的外部性無關。但在具備網路外部性下的市場成長,當產品的創新程度低(產品的創新因子高),產品線的延伸策略較佳。當創新程度高時,則以產品升級的策略較佳。而產品線延伸,廠商將新舊產品銷售給新的消費者,消費者的品質偏好及廠商的創新因子,影響新產品蠶食舊產品的速度。若廠商採產品升級策略下,廠商最後一期只銷售新產品,而且將新產品銷售給新舊消費者,若無活絡的二手市場可以進行舊產品的買賣時,廠商較高的收買策略對廠商愈有利。
The industry include Communication, Internet and Consuming Electronic products Which is called 3C industry that are integrated on future. They will change competitive scope. Our research concentrates on the effect of the strategy in three aspects: new product innovation, advertisement and product compatibility on network externality. The methodology of research is a game theory. They describe the interaction of firms and consumer choice. The game theory can forecast different strategic outcome. From results, we can provide strategic choices.
The first topic discussed the strategic types of compatibility. There are two types .One is one-way compatibility that can protect network benefits and get other the network benefits from other firms. Another is two-way compatibility that can get network benefits from other firms ,and the other firms also can do .From ours results that compatible cost decided the firm strategic form. The firm will not compatibility if compatible cost were high. Two-way compatibility is better than one -way compatible strategy if compatible cost were low.
The second topic discussed the strategy of price and advertisement on the different compatibility. From our results are that advertisement will not a strategic instrument to get install base when product is compatibility, but will be a strategic instrument to get install base when product is incompatibility.
The third topic discussed the strategy of new product and innovation. They include the product strategy of line extension, replacement and upgrade. We can find replace and upgrading strategy that the firm sales new products to old and new consumers. Another we can find line extend strategy that the firm sales new and old products to new consumers. There have not the relationship between product innovation and product strategy. Upgrade strategy is better than other strategy when innovation is high. Line''s extension strategy is better than other product strategy when innovation is low. Our research perspective will joint consumer behavior.
文獻參考
中文部份
1. 經濟部鮕產業技術白皮書"g濟部技術處。new window
2. 台灣經濟研究院"國經濟年鑑之通信業",民國88年
3. 徐宗國譯(1997)"質性研究概論"流出版社
4. 林欣吳,施俊吉(1999)"Coase 推測與產品功能調整策略"′中山人文社會科學研究所new window
5. 突破雜誌(1999)"營電信業慶週年,行銷策略定江山"
6. 張志賢(1996)" 1996 年電腦網路產業綜論" 資策會 MIC,1996 年 12 月
7. 多媒體網路應用與產品發展趨勢(1999)---資訊工業策進會
8. 中華民國八十六年資訊工業年鑑,資策會 MIC,1996 年 12 月
英文部份
1. Bantel , Karen A. (1997)"Performance In Adolescent, Technology-Based Firms: Product Strategy, Implementation , and Synergy" The Journal of High Technology Management Rresearch, Vol 8,Number 2,pp.243-262new window
2. Beard,Charles & Chris Easingwood(1996),"New Product Launch -Marketing Action and Launch Tactics for High-Technology Product", Industrial Marketing Management ,Vol. 25.pp 87-103
3. Bridges, Eileen & Yim Chi Kin (Bennett) & Briesch Richard (1995)" A High-Tech Product Market Share Model With Customer Expectations" Marketing Science, Vol.14 No. 1,Winter ,pp.1-14new window
4. Bailey,J.P.(1997)"The Economics of Internet Interconnection Agreements,"in McKnight,L.W. & J.P, Bailey(ed) Internet Economics, The MIT Press,Cambridge,Massachusetts,pp.155-168
5. Bradley,S.P.(1993),"The Role of IT Networking in Sustaining Competitive Advantage,"inBradley,,S.P.;Hausman,J.A.&Nolan,R.L.(ed),Globalization,Technology,and Competition:The Fusion of Computers and Telecommunications in the 1990s,Harvard Business School Press,Boston,MA
6. Bowman,Douglas & Gatignon,Hubert(1996)"Order of Entry as a Moderator of the Effect of the Marketing Mix on Market Share" Marketing Science,Vol.15 No.3 p222-242
7. Burgelman ,Robert A. and Maidique,Modesto A. and Wheelwright , Steven C.(1996)"Strategic Management of Technology and Innovation" McGraw-Hill Enterprise Inc. pp.295
8. Carpenter, Gregory S. (1989),"Perceptual Position and Competitive Brand Strategy in a Two-Dimensional ,Two-Brand Market" Management Science, Vol. 35, No .9 (June)pp.1029-1044
9. Capon ,Noel & Glazer, Rashi(1987),"Marketing and Technology: A Strategic Coalignment " Journal of Marketing, Vol 51,pp.1-14
10. Chaffee,E.E (1985),"Three Models of Strategy", The Academy of Management Review ,Vol.10.pp.89-98
11. Clark, Kim B. and Steven C. Wheelwright(1993), Managing New Product and Process Development, NY: The Free Press.
12. Covin,Jeffery G. & John E. Prescott and Dennis P. Slevin,(1990)"The Effects for Technological Sophistication On Strategic Profiles ,Structure and Firm Performance",Journal of Management Studies. Vol. 27(5) (September),pp.485-510
13. Conant,Jeffrey S.,Michael P. Mokwa and P. Rajan Varadarajan.,(1990)"Strategic Types, Distinctive Marketing Competencies and Organizational Performance: A Multiple Measure-Based Study" Strategic Management Journal,Vol,11,pp.365-383
14. Cooper, Rober G. & Elko J. Kleinschmidt(1995), "Benchmarking the Firm''s Crtical Success Factors in New Product Development," Journal of Product Innovation Management, 12, pp.374-391.
15. Cravens,David W.(1997)"Strategic Marketing"IRWIN Fifth Edition, McGraw-Hill Taiwan
16. Church ,Jeffery and Neil Gandal (1992)"Network Effects, Software Provision ,and Standardization " The Journal of Industrial Economic, Vol.XL, No.1.pp.85-104new window
17. Choi,Jay Pil(1994)"Network Externality, Compatibility Choice , and Planned Obsolescence " The Journal of Industrial Economics, Vol. XLII.pp.167-182.
18. Davies, Warnock & Brush Kathleen E.(1997),"High-Tech Industry Marketing: The Elements of a Sophisticated Global Strategy "Industrial Marketing Management 26,pp.1-13
19. David,P.A. & D. Bunn(1988),"Information Network Economics:Externalites,
Innovations and Evolution," in Antonelli,C.(ed).The Economics of Information Networks ,Elservier Science Publisher,Netherlands.
20. Day, George S & Robin Wensley, (1988)"Assessing Advantage: a Framework for Diagnosing Competitive Superiority" Journal of Marketing, Vol 52,pp.1-20
21. Dhebar,Anirudh (1995)" Complementary ,Compatibility ,and Product Change: Breaking with the Past ?" Journal of Product Innovation Management , Vol 12,pp.136-152.
22. De Palma, Andre; Leruth, Luc.(1996)"Variable Willingness to Pay for Network Externalities with Strategic Standardization Decisions" European Journal of Political Economy. Vol. 12 (2). pp. 235-51. September
23. Dubin,Robert(1978)"Theory Building" The Free Press
24. Economides, Nicholas,(1989)" Desirability of Compatibility in the Absence of Network Externalities" The American Economic Review,December,Vol.79,No5,
pp.1165-1181
25. Economides, Nicholas and Steven C. Salop (1992)"Competition and Integration Among Complements, and Network Market Structure " The Journal of Industrial Economic, Vol.XL, No.1.pp.105-123new window
26. Farrell, Joseph & Saloner ,Garth(1986)" Standardization , Compatibility, and Innovation" RAND Journal of Economics, Vol. 16, No.1.pp.70-83new window
27. Farrell , Joseph and Saloner,Garth (1992)"Converters, Compatibility and the Control of Interfaces of Interfaces" The Journal of Industrial Economics, Vol. XL.pp.9-33.
28. Farrell,Joseph and Carl Shapiro(1988)"Dynamic Competition with Switching Costs " RAND Journal of Economics, Vol. 19, No.14.pp.123-137
29. Farrell, Joseph & Saloner ,Garth(1986)"Installed Base and Compatibility: Innovation ,Product Preannouncements , and Predation" The American Economic Review,December, Vol, 76, No.5. pp.940-955.
30. Farrell, Joseph & Saloner ,Garth(1987)"Competition ,Compatibility, and Standard,"in H. Landis Gable ed., Product Standardization and Competitive Strategy,Elsevier Scince Publishers,Amsterdam
31. Farrell, Joseph (1986)"Standardization and Variety", Economic Letters,Vol.20, pp.71-74
32. Farrell,Joseph , Monroe,Hunter K. Carl Shapiro(1998)"The Vertical Organization of Industry: System Competition Versus Component Competition " Journal of Management Strategy, Vol. 7, No.2.pp.144-182
33. FCC(Federal Communication Commission ,Available at http://www.fcc.gov/NII), (1997),Second Annual Report and Analysis of Competitive Market Conditions-(a) A Framework for Global Electronic Commerce:Agenda For Action;-(b)The NII: an administrative perspective;-(c) The Information Infrastructure : Executive Summary.
34. Jolly,Vijay K(1997)," Commercializing New Technologies: Getting from Mind to Market" Harvard Business School Press, Boston,Massachusetts.
35. Gaindley,Peter (1995), " Standards Strategy and Policy: Cases and Stories" Oxford University Press.
36. Gilbert,Richard J.(1992)"Symposium On Compatibility: Incentives And Market Structure" The Journal of Industrial Economics, Vol. XL.pp.1-8
37. Griffin, Abbie & John R. Hauser (1996)"Integrating R&D and Marketing:A Review and Analysis of the Literature" " Journal of Product Innovation Management, Vol. 13,pp.191-215.
38. Ghemawat, Pankaj and Patricio de Sol (1998),"Commitment Versus Flexibility ?",California Management Review,40(4),Summer,pp.26-42.
39. Gruca, Garud,Raghu and Kumaraswamy,Arun (1995)," Technological and Organizational Designs for Realizing Economies of Substitution ".,Strategic Management Journal,Vol.16 pp.93-109
40. Henderson, Rebecca M. and Kim B. Clark(1990), "Architectural Innovation: the Reconfiguration of Existing Product Technologies and the Failure of Established Firms," Administrative Science Quarterly, 35, pp.9-30.
41. Huff, Anne Sigismund. (1982)"Industry Influence on Strategy Reformulation" Strategic Management Journal,Vol.3,pp.119-131
42. Hultink, Eric Jan; Schoormans,jan P. L.(1995)"How to Launch a High-Tech Product Successfully: an Analysis of Marketing Managers'' Strategy Choices" The Journal of High Technology Management Research, Vol 6, No 2,pp229-242
43. Katz, Michael L. and Carl Shapiro,(1985)"Network Externalities, Competition, and Compatibility" The American Economic Review,Vol.75 No.3 pp.424-440
44. Katz,Michael L. and Carl Shapiro(1986)"Technology Adoption in the Presence of Network Externalities " The Journal of Political Economy, Vol. 94, No. 4.pp.822-841
45. Katz,Michael L. and Carl Shapiro(1986b)" Product Compatibility Choice in a Market Technological Progress " Oxford Economic Papers,Vol.38,pp.146-165
46. Katz, Michael L. and Carl Shapiro (1992)"Product Introduction with Network Externalities " The Journal of Industrial Economic, Vol.XL, No.1.pp.55-83new window
47. Kristiansen,Eirik Gaard (1998)"R&D in the Presence of Network Externalities: Timing and Compatibility", Rand Journal of Economics ,Vol.29,No,3 Autumn,pp.531-547
48. Matutes,Carmen and Pierre Regibeau (1988)"Mix and Match": Product Compatibility without Network Externalities "Rand Journal of Economics, Vol.19,No.2 Summer., pp. 221-234
49. Matutes, C., & Regibeau, P. (1987),"Compatibility and Multiproduct Firms :the Symmetric Case" Product Standardization as a Tool of Competitive Strategy, Paris:North-Holland
50. Matutes,Carmen and Pierre Regibeau (1992)"Compatibility and Bundling of Complementary Goods in a Duopoly " The Journal of Industrial Economics, Vol. XL.pp.37-53.
51. Manu , Franklyn & Sriram ,Ven (1996)," Innovation, Marketing Strategy, Environment, and Performance" Journal of Business Research Vol. 35,pp.79-91
52. MacMillan, I. (1988)," Controlling Competitive Dynamics by Taking Strategic Initiative," The Academy of Management Executives, II(2),pp.111-118
53. McGrath,M.E.(1995),Product Strategy for High-Technology Companies, IRWIN publishing, New York
54. Meldrum., M J. (1995)," Marketing High -Tech Products: the Emerging Themes" European Journal of Marketing , Vol 29,No 10.pp 45-58
55. Mintzberg, Henry, (1994),"The Rise and Fall of Strategic Planning" Prentice Hall International(UK)Limited
56. Moore, Geoffrey A (1996),"Inside the Tornado: Marketing Strategies from Silicon Valley''s Cutting Edge" The Free Press(中譯本:龍捲風暴-矽谷的高科技行銷策略,陳正譯,麥田出版公司)
57. Mullins, John W. and Sutherland, Daniel J.(1995)"New Product Development in Rapidly Changing Markets: an Exploratory Study " Journal of Product Innovation Management ,Vol. 15,pp.224-236
58. Myer,March H. & Alivin P. Lehnerd (1997),"The Power of Product Platforms-Building Value and Cost Leadership" The Free Press
59. Nelson,Phillip,(1974),"Advertising as Information," Journal of Political of Economy,82,August,pp.729-54
60. Liebowitz,S.J. and S.E. Margolis(1994),"Network Externality: an Uncommon Tragedy," Journal of Economic Perspective, Vol. 8(2),Spring,pp.133-150.
61. Oliva,T.A.,D.L. Day,and I.C. MacMillian(1988),"A Generic Model of Competitive Dynamics, The Academy of Management Review,Vol.13.pp.374-389
62. Postrel ,Steven(1990)"Competing Networks And Proprietary Standards: The Case of Quadraphonic Sound" The Journal of Industrial Economics ,Vol.XXXIX No.2 pp.169-185
63. Padmanabhan, Vijay; Rajiv, Surendra; Srinivasan, Kannan(1997)"New Products, Upgrades, and New Releases: a Rationale for Sequential Product Introduction." INSEAD Working Paper: 97/06/MKT. pp. 20. January
64. Purohit,Devavrat (1994)"What Should You When Your Competitors Send in the Clones?" Marketing Science Vol. 13, Fall,pp,392-411
65. Roger,E.M.(1995)Diffusion of Innovation,4th Ed., New York:The Free Press
66. Saloner,Garth(1994),"Game Theory and Strategic Management:Contributions,
Applications, and Limitations ,"in R.P. Rumelt,D.E.Schendel D& .J,Teece(eds), Fundamental Issues In Strategy,pp.155-194.
67. Shanklin, William L. & Ryans , Jr. John K.(1987),"Marketing High Technology "
Lexinton Books
68. Shankar,Venkatesh & Carpenter,Gregory S.and Krishnamurthi Lakshman(1998).
"Late Mover Advantage: How Innovative Late Entrants Outsell Pioneers" Journal of Marketing Research, Vol. XXXV,pp.54-70
69. Schlie, Theodore W. (1996)"The Contribution of Technology to Competitive Advantage" Handbook of Technology Management, McGraw-Hill Companies. Gaynor, Gerard H. editor in chief
70. Urban, Glen L. ; Carter Theresa ; Gaskin ,Steven and Zofia Mucha (1986),"Market Share Rewards to Pioneering Brands: an Empirical Analysis and Strategic Implications" Management Science, Vol. 32, No .6 (June),pp.645-659
71. Tirole,J.(1988)The Theory of Industrial Organization ,Boston: The MIT Press,
72. Thomas, Kumar K. , K. Ravi and Sudharshan D. (1992)," An Equilibrium Analysis of Defensive Response to Entry Using a Coupled Response Function Model" Marketing Science, Vol. 11, No .4 (fall),pp.348-358
73. Roberts, Edward B. and Berry, Charles A.(1985)"Entering New Businesses: Selecting Strategies for Success" Sloan Management Review,(Spring),
Vol.VI, pp603-619.
74. Ulrich, Karl(1995), "The Role of Product Architecture in the Manufacturing Firm," Research Policy, 24, pp.419-440.
75. Urban,Glen .L. and Hauser,John .R(1980)"Design and Marketing of New Products"(Prentice-Hall, Inc., Englewood Cliffs, New Jersey)
76. Uzumeri,Vic & Sanderson, Susan Walsh(1996)"A Framework for Product Model and Family Competition" Handbook of Technology Management, McGraw-Hill Companies. Gaynor, Gerard H. editor in chief
77. Veryzer, Jr. ,Ribert (1998),"Key Factor Affecting Customer Evaluation of Discontinuous New Products" Journal Production Innovation Management, Vol15,pp.136-150
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE