第六章 买卖双方策略 2.pptVIP

第六章买卖双方的锁定策略 6.2买卖双方的锁定策略 为了更好地对锁定现象进行分析，有必要对相关的概念作进一步地探讨。 在客观分析基础上，分别提出企业在作为买者和卖者两种不同情况下相应的策略。 本节逻辑结构图 转移成本和锁定 转移成本 （一） Concept 从消费者购买产品开始到进行下一次产品转移为止 tranfer cost only in Nwk Eco tradn Eco？ Nwk Eco more abvious， because of “+”feedback and externality,scale eco, 2 features 转移成本是网络经济的产物？ no 它在传统经济下也有表现。 只是在网络经济下它的作用变得越发明显。 content ：tranfer cost？ against contract， compensation， purchase，install ， use， aftersale service，upgrade， study change equipmt learn new system（direct， ind） data format change， searching trade partner searching （sense of new product from buyer and seller，）， benefit from present supplier，point，gift（telecom，point , phone bill，mobile phone,service,flow text message,free talk），new accumalation use Changing all the time Installation basis is key asset for company Installation brings benefit for buyer Installation brings benefit for company安装基础 companys attitude for consumer on consumers comment on Installation basis large Installation basis means more consumers and more benefits, and also have large nwk effect, +,externality, more eanings and market 安装基础和锁定 安装基础是企业一项重要“资产”。 安装基础通常归购买者所有、控制和使用，但是安装基础除能为购买者带来利益，还可以为企业带来可观收益。 企业对自己产品的消费者采取怎样的策略有赖于企业对安装基础的评价。 对生产商来说，拥有大量的安装基础不但意味众多的用户和潜在的收益流，而且能更充分发挥网络效应。 6.3购买者避免锁定的策略 6.3 Strategy for buyers unlock avoidance for lock (1)Choose standard product (2)open choice right,more products (1)Choose standard product computer:apple, IBM ,HP legend, square moblie: apple, sumsung, Nokia more products and service (2)open choice right,choose many kinds products simultaneously 6.3购买者避免锁定的策略 reduce the nega effect bef purchase: evaluate transfer cost and let the sellor know cost signal aft purchase: possibility of changing use the product, have more infor about the product 6.4销售者的锁定策略 通过两方面策略，销售者实现对购买者的锁定和高额利润： strategy for sellor lock and to gain high profit establish installation basis: evaluate the consumers value, to get high profit larger installation basis, more consumers and more eanings use inst