切换成本和兼容性对新产品临界群体的影响.pdfVIP

第 21 卷第 6 期 系统工程学报 Vo1. 21 No.6 2(削年 12 月 JOURNAL OF SY，臼EMS ENGlNEE阳NG Dec.2αJ6 切换成本和兼容性对新产品临界群体的影晌① 段文奇 1 ， 2 ，陈 忠 1 ，陈晓荣 l (1.上海交通大学管理学院，上海 2栅152; 2. 浙江师范大学工商管理学院，浙江金华 321 酬) 摘要:基于策略性扩散模型研究了切换成本和兼容性对网络效应新产品临界群体的影响.研究结采表明:从 已有产品切换到新产品的切换成本增加了新产品 l降11-群体，当切换成本足够大，用户被完全锁定，新产品扩散 成功的概卒趋于零;新产品与已有产品之间存在非对称兼容决策，将新产品设计成能有效访问已有产品位已 有产品完全不能访问新??品，可以降低新产品 11各界群体;当新产品与已有产品兼容存在技术上的限制时，通过 为新产品提供过自己器实现部分兼容.i!配器需要满足一定成本阳效率条件，新产品厂商才有动机提供过配器， 关键词:网络效应新产品;临界群体;切换成本;兼容性 中圈分提号:阳5.12 文献标识码 :A 文章编号: 1 栅… 578 1( 2伽)凶叩 0621 响。7 Study 00 efTects of switchingω1St and compatibility 00 critical mωS of oew product DUAN Wen-qi1? 2 ，。阻N 刷刷时， α配N 到ao-rongl ( 1. School of Management , Shanghai Jiaotong University , Shangh创 2α泊饨， China; 2. Sch∞1 of Business Administration , Zhejiang Nonnal University , Jinhua 321∞4 ， China) Abs位8ct: 咽l?. s paper studies how switching cost and com阴山ility decisions affect 也e critical mass of the new product with network effects based on a strategic d幽囚ion model. 咀le results show 曲时 the switching 附，ts 加m replaced product to new product enl吨:e critical mass. When 由e costs are large en删掉， cus? tomers 呐 11 be locked in 由e old products and new product has litùe chance to success. The compatibility between new product and replaced product may be as严nmetry. H new product can 配cess data and infor? mation from replaced pr叫uct effectively and the latter can not 配cess the forrner complet哟，出e critical mass wi11 be small. When there exists technological constraint to make new product and replaced product be compatibi