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通过对先进入者的原始产品进行模仿创新,后进入者推出了模仿创新产品,这吸引了跨期选择购买时机以及产品类型的战略顾客,从而威胁了先进入者的领导地位。面对这种威胁,文中研究了先进入者采用产品升级策略的有效性,其中,对于整体化升级策略,先进入者能以等性价比、递增性价比、递减性价比等三种路径推出升级产品;而对于模块化升级策略,先进入者只能以递增性价比路径推出显性升级产品。结论表明:对于整体化升级策略,递减性价比升级路径更有助于先进入者在市场份额与利润方面保持持续领导地位;对于模块化升级策略,较高的模块化程度更能维护先进入者在市场份额方面的竞争优势,但对维护利润方面的竞争优势的潜在价值较低。
By imitating and innovating the first-timers’ original products, the late entrants introduced mimicry and innovation products, which attracted strategic customers who chose to buy intertemporal and product types, threatening the entrants of first entrants. In the face of this kind of threat, this paper studies the effectiveness of the first entrants adopting product upgrade strategy, in which the first entrants can promote the upgraded products by such three paths as cost-effectiveness, incremental cost-effectiveness, For the modular upgrade strategy, first-comers can only introduce explicit upgrade products in an incremental cost-effective path. The conclusion shows that for the overall upgrade strategy, the descending cost-effective upgrade path can help the first-in entrants to maintain their leading position in market share and profitability. For the modular upgrade strategy, the higher modularity can better protect the first entrants Market share, the potential value of maintaining a competitive advantage in profit is low.