预测
預測
예측
Forecasting
2007年
3期
15~20
,共null页
段文奇 郑文哲 惠淑敏
段文奇 鄭文哲 惠淑敏
단문기 정문철 혜숙민
新产品 网络市场 互补战略
新產品 網絡市場 互補戰略
신산품 망락시장 호보전략
DUAN Wen-qi, ZHENG Wen-zhe, HUI Shu-min （School of Business Administration, Zhefiang Normal University, Jinhua 321004, China）new product; network market; complementary strategy
近年来涌现出的网络市场具有与传统市场不同的消费者响应模式和市场竞争动力学，管理人员需要运用新的战略才能在网络市场取得成功。本文首先提出企业应该从战略高度出发实施新产品互补战略以赢得新产品成功；接着指出如何在产品开发和市场渗透两个阶段实施互补战略。新产品开发阶段的互补战略需要考虑与市场上已有的互补产品协同以及与将来最可能出现的互补产品协同。市场渗透阶段的互补战略主要通过产品捆绑和搭配销售来降低消费者感知到的新产品采用风险和利用已有的安装基础。
近年來湧現齣的網絡市場具有與傳統市場不同的消費者響應模式和市場競爭動力學，管理人員需要運用新的戰略纔能在網絡市場取得成功。本文首先提齣企業應該從戰略高度齣髮實施新產品互補戰略以贏得新產品成功；接著指齣如何在產品開髮和市場滲透兩箇階段實施互補戰略。新產品開髮階段的互補戰略需要攷慮與市場上已有的互補產品協同以及與將來最可能齣現的互補產品協同。市場滲透階段的互補戰略主要通過產品捆綁和搭配銷售來降低消費者感知到的新產品採用風險和利用已有的安裝基礎。
근년래용현출적망락시장구유여전통시장불동적소비자향응모식화시장경쟁동역학，관리인원수요운용신적전략재능재망락시장취득성공。본문수선제출기업응해종전략고도출발실시신산품호보전략이영득신산품성공；접착지출여하재산품개발화시장삼투량개계단실시호보전략。신산품개발계단적호보전략수요고필여시장상이유적호보산품협동이급여장래최가능출현적호보산품협동。시장삼투계단적호보전략주요통과산품곤방화탑배소수래강저소비자감지도적신산품채용풍험화이용이유적안장기출。
Network market is emergent in recent years, which is different from traditional market in consumer responding patterns and marketing competition dynamics. Managers need apply new strategy in order to succeed in network market. This paper firstly proposes that companies should strategically implement new product complementary strategy to succeed in market. Then it shows how to implement complementary in the step of new product development and marketing penetration. At the step of new product development, companies should consider to synergize with the existing complementary products and the most possible emergent complementary products in the future. At the step of marketing penetration, companies should mainly consider to decrease the new product adoption risk perceived by consumers and exploit the existing user installed base by product bundling and tying selling.
